The One Show, one of the most prestigious awards shows in advertising and design, announced today that it has created the Social Influencer Marketing Discipline, which recognises the partnership with an established social media influencer to enhance or promote a brand through that influencer's audience and style. The One Show tapped Epic Signal and Wearisma, leaders in the influencer marketing space, to launch the new discipline.
“Democratising media has changed the marketing landscape and the social influencer marketing discipline reflects that shift,” said Kevin Swanepoel, CEO of The One Club for Creativity, the non-profit that produces The One Show and the ADC Annual Awards. “Social influencers wield incredible clout, in some ways more than traditional celebrities, because of the level of accessibility and intimacy that their fans feel. That level of engagement and the social and tech savvy of social influencers and their audiences lends itself to campaigns of tremendous innovation and effectiveness.”
The Social Influencer Marketing Discipline has three categories:
Single Channel: Partnering with an established social media influencer to enhance or promote a brand through that influencer's audience and style, released on a single social platform.
Multi Channel: Partnering with an established social media influencer to enhance or promote a brand through that influencer's audience and style, released on a variety of social platforms.
Episodic: Partnering with an established social media influencer to enhance or promote a brand through an ongoing content series (within a single platform or cross-platform).
“Kudos to The One Show and their addition of the Social Influencer Marketing Discipline,” said Brendan Gahan, Founder/EVP of Epic Signal, an influencer marketing agency that has acted as a consultant to The One Show in launching this new discipline. “In adding the influencer marketing category The One Club continues its legacy of embracing the future of advertising and continues to be ahead of the curve. I couldn't be more excited.”
"This timely recognition of both the power of influencers and a credible new discipline is wholly in synch with the seismic changes currently sweeping through our media and the way it's consumed. In this context the unique power of influencers – compared to brands' own channels or mainstream media – comes into its own,” said Jenny Tsai, Founder and CEO of Wearisma, a global influencer intelligence and management platform providing The One Show with a social analytics-gathering tool to support the submission process for this new discipline.
The Social Influencer Marketing finalists will be announced in April. Winners will be announced at The One Show during Creative Week in New York City (May 8-12).