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How Bang & Olufsen moved from the darkness to the light with influencer marketing
Journal of Digital & Social Media Marketing,
10
(1),
18-26
(2022)
Abstract
Bang & Olufsen has been working with influencers for a relatively long time, although it is only in recent years that this has been done with any degree of maturity. The journey toward change commenced in mid-2019 when the company scrutinised how influencer marketing was being approached across the business. One of the initial observations was that the data trail was very limited, which made it impossible to quantify the value, if any, it was having on the business. In response to this discovery, the organisation formalised a workflow to tighten its influencer marketing efforts. Since then, Bang & Olufsen has taken a far more effective approach to working with influencers across local markets, developing guidelines as well as more stringent review and reporting processes. This has been designed with the intention to test, learn and evolve. This paper discusses this journey, outlining some of the key learnings acquired along the way.
Keywords: influencer marketing; social media; best practices; case studies; operations; global management; content marketing
The full article is available to subscribers to the journal.
Author's Biography
Alexei Edwards is Senior Manager, Global Brand and Editorial Marketing at Bang & Olufsen, where he leads both the social media and influencer marketing team as well as the team responsible for Bang & Olufsen editorial content tracks. He has more than a decade of experience working within the marketing and advertising industry, and has previously worked with such clients as Volkswagen, Gillette, HSBC, adidas, SEAT, Lipton and Guinness.
