Hub 2 – Influencer
How do I establish influencer marketing as a core marketing channel?
Plan it like a channel: clear objectives, the right creators, and real measurement.
In short
Influencer marketing becomes a core channel when it is planned like one: clear objectives, the right creators for the audience, and a way to measure what it returns. Used as a one-off, it stays a nice-to-have. Built into the plan, it drives reach, trust and sales alongside earned media and social. The shift is from random acts of influence to a managed channel with its own strategy. Wild Card made influence a repeatable channel for Ask Italian through FriendsDay Wednesday, turning creator partnerships into a consistent driver of relevance and footfall rather than a series of isolated posts.
Set clear objectives
A channel needs a job. We define what influence is there to do for your brand, whether that is reach, trust or sales, so every partnership has a purpose beyond a nice post.
Pick the right creators
Fit beats follower count every time. We choose creators whose audience and values genuinely match your brand, so the partnership feels real and the audience believes it.
Measure what it returns
Treated as a managed channel, influence earns its place in the plan. We track what it delivers and refine as we go, so it becomes a reliable driver rather than a gamble.
PR done right
Proof, Not Promises
We made influence a repeatable channel for Ask Italian through FriendsDay Wednesday, delivering a reach of 69 million, with one in ten Wednesday customers engaging and redemption peaking at 400 covers in a single day.
Ready to make influence a real channel?
See how a managed approach turns one-off posts into a dependable driver.
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Questions, answered
Influencer marketing as a channel, explained
Start with clear objectives, choose creators by audience fit rather than follower count, and set up measurement from the outset. Treated as a managed channel with its own plan, influencer marketing drives reach, trust and sales alongside earned media and social.
By fit, not just reach. We look at whether a creator’s audience, values and content genuinely match your brand, because a smaller, well-matched partnership earns more trust than a big name that feels bolted on.
Against the objectives set up front: reach, engagement, sentiment and, where possible, traffic and sales. Measuring properly is what turns influence from a series of one-offs into a channel you can rely on and improve.
One-off posts are tactical and hard to learn from. A channel approach plans creators, content and measurement together, so each activity builds on the last and the results compound into a dependable driver of relevance and sales.