Multiópticas has successfully shifted from a 40 years-old traditional retail store to one of the most prominent online eyewear companies.

Aurora Iglesias, Influencer Coordinator at Multiópticas, joined the Spanish brand less than a year ago. Since then, she has been building and implementing the influencer marketing strategy of the leading company in the optical industry.

Thanks to partnerships with influencers such as Laura Escanes and Logan G, they have now grown to be one of the most popular online brands, competing with those born digital.

We spoke to Aurora about fitting influencer marketing into the marketing strategy, choosing the right influencers for the right goals and the campaigns that have stood out to her.

Keep scrolling to find out more about her role at Multiópticas and the stance on influencer marketing she shared at the #RealFollowers event in Madrid.

At Multiópticas you are an example of ‘know-how’ in influence marketing. How have you evolved from your first collaboration with an influencer to your current position? 

It has been two years since we incorporated influencer marketing into our marketing strategies and today we consider it one of the most crucial activities, undoubtedly using it 365 days a year.

Since our first brand activation with Úrsula Corberó in the exclusive Harajuku collection, things have advanced a lot. In conjunction with three other brands, you can say that today we work with up to 550 influencers. We often collaborate with top influencers within the Spanish sphere such as Adriana Ugarte, María Fernández-Rubíes or Marta Pombo – represented by Soy Olivia -, and we have also been at the Madrid Fashion Week working with these influencers at our own stand.

We have done something similar with Wildgo, working with viral Youtubers such as Logan G or Salva. These influencers generated a tremendous reach in just 24 hours.

What are the criteria that you follow when choosing an influencer to collaborate with Multiópticas?

Each of our brands is different and therefore holds distinct values. We must carefully personalize each strategy accordingly. When it comes to choosing a specific influencer, it often depends on the campaign and the objective that we want to achieve with that person. Also, it is essential to consider whether the end goal is branding, traffic or engagement, which will determine the profile we choose.  

How often do you include influencer marketing campaigns in your yearly strategy? 

In the case of Mó, we follow a continuous strategy that includes using influencer marketing in all of our campaigns. We may vary influencer profiles based on the campaign objectives, but we are constantly investing in these marketing initiatives. As for Wildgo, despite the fact we started with sporadic activities last year, our intention is to adopt a more continuous strategy, similar to the one we have with Mó. 

Which influencer marketing campaign has particularly stood out to you over the years? 

I can’t possibly say which one has stood out the most as they’ve all been very special to us since they have helped us draw out our career path. I would start with Úrsula Corberó, a very influential figure who positioned us at the forefront of the industry.

Also, we have featured many others, like Adriana Ugarte, who launched our sunglasses collection, and Laura Escanes who was the face of our limited Jellyfish collection, all of which contributed immensely to our success. In reference to Wildgo, we sat up the Ibiza campaign for Logan G becoming the brand’s ambassador and, as a result, we gained a staggering reach of 20 million people. 

The post Aurora Iglesias, Influencer Coordinator at Multiópticas: Mastering a 365-days Influencer Marking Strategy appeared first on Primetag Blog.

Real Madrid fan Delantero09, is seemingly one of the most popular Spanish Youtubers. His unique football tutorials have gathered over 2.7 million subscribers and many more followers across all the major social media platforms.

Today, working with Spanish influencer agency YouPlanet, Delantero is collaborating with international brands, such as Adidas, Puma and Nike. On top of this, Jesús has featured football superstars like Cristiano Ronaldo, Messi and James Rodríguez in his videos.

We spoke to Delantero at our #RealFollowers event in Madrid. Keep scrolling to find out more about him and his professional career as a content creator.

Jesús, you are now one of the most followed Spanish YouTubers, why did you initially choose Youtube as your main social media platform? 

My preference wasn’t Youtube, but the video format. Essentially, one day my mum gave me a camera as a gift to take to football training and games. I recorded and uploaded videos online, with the pure intention of having fun.

After that, I started looking at the positive response I got on Youtube: a lot of people who loved football as much as I were actively interacting with my videos. From that point, I started to professionalize my content and take this whole process more seriously: it went from being a hobby to a job, so I decided to solely invest my time into Youtube. 

What are your criteria when it comes to choosing a brand to collaborate with? 

The most important thing for me is to make sure that the collaboration is ‘clean’; in other words, there needs to be a direct link between what I do and the brand’s activity. For example, it is a lot easier for me to organically include a sports brand in my content as opposed to a brand from any other industry. It is ultimately a lot more interesting for my audience. 

My objective is that people don’t look at my content as advertising, but as organic advice that can provide them with help in decision making. 

In what way has your work changed since you first started posting videos? 

At first, I didn’t see this type of work as a job, it was more of a hobby. My filming was very amateur as I often filmed with my friend, using my phone camera. Bit by bit, I noticed that the industry was evolving and that I needed to evolve with it. I started to invest: first I bought a camera, and later I ended up with a tripod, we started filming in football fields and trying to get the best video shots. I definitely began to care more about things that I previously failed to consider.

When you realize that this is something that can essentially put food on the table, and above all, something that is important to you, it quickly changes from being a hobby to a job.

Why do you think that superstar athletes, such as CR7, agree to be in your videos? 

All famous athletes are just normal people. Even though they are often viewed as untouchable when they are playing on the pitch or sometimes even bragging about their achievements, not many see them for who they are. Working with us gives them an opportunity for the general public to see their more human and personal side, which they can share in our videos.

Ultimately, we reduce the pressure that comes with critical press conferences and matches, allowing them to be themselves. Some may say that working with us also helps them ‘clean’ their image and brings them closer to the younger generations. 

What role does YouPlanet play in your life as an influencer? How has it influenced your career in Social Media and offline?

YouPlanet is my agency, finding them and being able to work with them is one of the most important occurrences that has happened to me since becoming a Youtuber. If it wasn’t for them, I wouldn’t be working with 90% of the brands I now work with. On top of this, I wouldn’t have evolved so much as a person and a Youtuber. They have also given me valuable advice when it comes to negotiating fees with brands.

At the end of the day, knowing how to negotiate when it comes to advertising is something that takes a long time to learn how to do it. I owe them a lot for what I have today. I am extremely grateful. 

Delantero09 participated in the #RealFollowers Madrid panel on ‘How to value an Influencer’. Learn more about the event in the link below. Also, stay tuned to our social media channels to learn about future events first hand.

The post Delantero09, Youtuber: when Cristiano Ronaldo and Messi appear in your videos appeared first on Primetag Blog.

Instagram is one of the most vital channels for promotion and sales within the marketing industry. In recent years, the palpable shift from personal to entrepreneurial use has allowed for many business ventures, as brands and influencers continue to collaborate. Now more than ever, Portuguese companies need access to legitimate and reliable information provided by experts in the digital sector.

Primetag has produced the Social Influence Report Portugal 2018 as a response to the lack of real data on influencer marketing. This report provides an insight into Instagram’s most popular contents and accounts among the Portuguese audience.

Our technology has analyzed 1.682 Portuguese influencer profiles, more than 354 thousand posts and 2.710 million interactions. These insights into social media assist brands and agencies with their influencer marketing endeavours.

A closer look at the Portuguese Influence report:

• Sports and Fitness – Ronaldo has the highest number of Instagram followers, with Pepe and Ricardo Quaresma ranking behind him.
• Fashion and Beauty – Zara is the most mentioned brand, followed by Mango and H&M.
• Arts and Entertainment – Rock in Rio tops the ‘Summer Festivals’ category.

Sports and Fitness

The CR7 planet monopolises Instagram in Portugal and generally around the world. In fact, Cristiano Ronaldo (184M) is responsible for more than a half of all interactions in Portugal. This comes as no surprise as he is one of the most influential footballers in the digital industry. 

Whilst Ronaldo has the most Instagram followers, Pepe and Ricardo Quaresma are ranked second and third in the list of top followed accounts. 

Although sports and, more precisely, football dominates this category it is also worth acknowledging the impact fitness has had on Instagram. For example, “Real couple real food” (12,6%) are ranked first in the engagement bracket with their fitness tips and healthy meal options. Portugal’s football star, Manuel Fernandes (12,4%) ranks second for the highest number of engagement, followed by the upcoming professional Jota (11,1%).

Ultimately, the Sports and Fitness category is predominantly made up of masculine athletes with the exceptions of “Real couple real food” and the female footballer, Rita Fontemanha.

The top three most mentioned brands by portuguese influencers in the Sports & Fitness category are:

• Prozis, an internet-based Portuguese company that is active in the sports nutrition retail sector.
• The Portugal national football team, which has represented Portugal in international men’s football competition since 1921.
• Adidas Originals, a line of casual sports clothing. 

Fashion & Beauty

International model Sara Sampaio has the greatest number of followers in the Fashion & Beauty sector. On top of this, she also has the most interactions on her photos and videos. Vanessa Martins and Liliana Filipa are also in the top three most followed accounts in Portugal. English and Portuguese influencer Alice Trewinnard ranks first in engagement (140,2%).

Zara is the most mentioned brand by portuguese influencers (5.3k mentions), followed by Mango (2.2k) and H&M (2.1k). In contrast to Spain, Portugal has no masculine figures among the Fashion & Beauty sector.

Arts and Entertainment

Figures at the forefront of traditional media, such as TV, music and cinema have recently found a place in new digital platforms, such as, Instagram and Youtube. However, it is worth acknowledging that many were also born inside these entertainment channels and are now as equally influential as traditional media figures. Therefore, the Art and Entertainment category was divided into two sub-categories: music, TV & cinema, and digital entertainment. Leading these categories are Rita Pereira and SirKazzio, respectively.

In addition, an analysis of the most mentioned music festivals by portuguese influencers showed that Rock in Rio ranked first, followed by NOS Alive and MEO Sudoeste.

Travel

For many people Instagram has become a place where they can post and keep track of their travel destinations. Indeed this is the case for João Cajuda who monopolises the Travel category. With his exceptional photo and video quality, the portuguese are able to witness the most exotic destinations around the world at the comfort of their sofa. 

The most preferred international destinations by portuguese influencers are Paris, Madrid and London, followed by Barcelona and Amsterdam. Alternatively, Lisbon, Porto and Cascais are the most popular local areas.

Brands, such as  Turismo de Portugal, Tap and Condé Nast Traveler are most favoured by Portuguese influencers in the Travel sector.

Gastronomy

Gastronomy has recently come to dominate instagram’s feed with remarkable food photos. Marco Costa, Instagram’s popular foodie, has been ranked first for the highest number of followers whilst ‘Coco e Baunilha’ tops the engagement category. 

‘Casal mistério’ is the second highest followed account on Instagram in the Gastronomy section. Whilst their identity remains hidden, they continue to have the highest number of views in Portugal. 

Iswari, Sumol and Origens Bio are the the most tagged food brands by influencers. 

A Football Loving Nation

Overall, the study of the Portuguese Social Influence report has shown that categories such as Sports and Fitness and more precisely Football include some of the most followed people in Portugal on Instagram. This love for football is also shared by the neighboring country Spain as seen in the Social Influence Report Spain 2018.

The post An Overview of the Social Influence Report Portugal 2018 appeared first on Primetag Blog.

Instagram is one of the most vital channels for promotion and sales within the marketing industry. In recent years, the palpable shift from personal to entrepreneurial use has allowed for many business ventures as brands and influencers continue to collaborate. Now more than ever, Spanish companies need access to legitimate and reliable information provided by experts in the digital sector. 

The Social Influence Report Spain 2018 has been produced as a response to the lack of real data on influencer marketing. This report provides an insight into Instagram’s most popular contents and accounts among the Spanish audience. 

Primetag has analysed 6.221 Spanish influencer profiles and 1.3 million posts. These insights into social media assist brands and agencies with their influencer marketing endeavours.

A closer look at the Spanish Influence Report:

• Fashion – Zara is the most loved brand by Spanish Influencers on Instagram, followed by Mango and Bershka.
• Music, cinema and TV – Netflix and Operación Triunfo, generate new public figures on Instagram.
• Travel – Paris, London and New York are the most admired international destinations by Spanish Instagramers.

Fashion & Beauty 

Manu Ríos, an international model and social influencer, has the largest number of followers (4.6M) on Instagram, with Dulceida (2.6M) and Paula Echevarría ranking behind him (2.5M). Whilst, he is third in the engagement bracket (11.2%) he continues to be one of the most influential people within the fashion sector working with brands, such as Bershka and Calvin Klein. 

Jessica Goicoechea (1.9M) ranks first for the biggest number of views on her video which features an emotional young fan meeting the model.

Zara is the most tagged and mentioned fashion brand by spanish influencers (30k mentions), followed by Mango (8.3k) and Bershka (7.8k). Out of the 30 most mentioned brands by Spanish influencers, 26 of them belong to the Fashion or Cosmetic industries with five of them being Inditex companies. 

Music, cinema and TV

In the music, cinema and TV sector, studies show that figures who have recently emerged on Netflix series, such as La Casa de Papel and Élite, have gained remarkable recognition on Instagram: Úrsula Corberó (6.4M), Jaime López (5.1M) and Miguel Herrán (4.4M). In fact, within a year these figures have managed to surpass the popularity of Penélope Cruz (4M) in relation to Instagram followers.

Leading the engagement list with the highest number of interactions from their fans, is the new generation of Operación Triunfo, with Luis Cepeda (23,2%), Agoney (19,3%) and Aitana (19,1%). 

Travel 

The most admired international destinations by Spanish influencers include cities, such as Paris, London and New York. 

The most popular Spanish cities on Instagram are, Madrid, Barcelona and Valencia.

Regarding influencers in the travel sector, Nicanor García, a Barcelona-basedphotographer, has the highest number of followers (738k). Meanwhile, Gotzon Mantuliz and his dog Noa have the highest number of interactions.

Gastronomy 

Instagram foodies, such as Miquel Antoja, have recently taken over the platform with their strikingly delicious content. More notably, his sponge cakes and chocolate wafers have gained a staggering 4.7 million views. 

What to expect from gastronomy in the upcoming years? 

With global plans to improve the speed of climate change, veganism is becoming the new go-to diet. Therefore, we believe that vegan based foodies, such as, ‘midietavegana‘ will start to have a greater impact on Instagram with their compelling tips for a more sustainable diet. 

Generally, healthy and nutritious foods are becoming more commonplace on Instagram with the growing rate of obesity. Therefore, we believe that accounts such as, ‘carlosríos‘ will soon be one of the top ranking on Instagram with content that encourages a healthier lifestyle. 

Sports & Fitness

Football monopolises the Sports & Fitness category on Instagram with the following players:

• Sergio Ramos (35.2M), plays for Real Madrid as a centre back.
• Andrés Iniesta (32.1M), plays as a central midfielder for Japanese club Vissel Kobe.
• Gerard Piqué (17.5M), plays as a centre-back for Barcelona and the Catalonia national team.

Toni Alarcón (8,5%), a Spanish triathlete, ranks first in the engagement sector, followed by the finalist of ‘Ninja Warrior’ Jota Mowly (8,4%), and the athlete Ana Peleteiro (8,3%).

The World of Football

Overall, the study of the Spanish Social Influence Report 2018 shows that football players are the most followed accounts on Instagram in Spain. Their popularity on Instagram inevitably ranks the Sports & Fitness category first among other categories. This love for football is also shared by the neighbouring country Portugal as seen in the Portuguese Social Influence Report 2018.

The post An Overview of the Social Influence Report Spain 2018 appeared first on Primetag Blog.