Co-creation is the new influencer marketing

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Influencer marketing, also known as word of mouth 2.0, is evolving at a fast pace and we really need to catch up!  


As we can’t really deny that our favorite content creators influence our purchasing decisions and our opinion on brands. These brands also know that therefore they have been rushing to partner up with influencers to improve and bring better results.

The classic partnerships were usually based on short-term transactional relationships that consisted of gifts or hard cash in return for social media content and brand exposure.

Recently, marketers are looking into new and innovative ways to elevate and maximize the benefits of the partnerships with the influencers for both the brands and the influencers.

Co-creation and collaboration is the way to go!

Content creators have exceptional knowledge and real insights on the market and the current trends to the point that they can even replace traditional agencies. Brands can take a great advantage by involving them in creating products together as it will boost the impact of influencer marketing and improve the creative process of product development. However, brands need to offer influencers creative freedom and a chance to have new experiences that will elevate their personal branding and enrich their portfolio and credibility.



 An example of what I think is a successful co-creation experience is the Neogen Vita Duo Cream (Joan Day Joan Night).In 2018, Neogen a very popular Korean skincare brand teamed up with the beauty skincare influencer Joan Kim to develop their first day and night cream that got named after the influencer “Joan”. In Korean, Joan (좋은) translates to “good”  which was used as their slogan “ Have a joanday and night”



Another example of a successful co-creation is the Limited Edition Instax Box “Capture your story”. Fujifilm Morocco partnered up with the creative Moroccan content creator Zineb Rachid  to launch a limited edition instax box in 2019. It was listed as one of the greatest gifts during the holiday season. 

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