"Program influencers were required to shop for the product, document their path to purchase and then use the product in a creative way based on the client's goals." "We vetted all of the applicants and then selected the participants for the program," Callahan explained.
"Our goal was to create content to educate and influence consumers about the high quality and value of Bigelow Tea, while also sharing the deep family history of the brand."Ĭollective Bias influencers applied for the opportunity based on interest, niche, etc.
"That isn't authentic for either side, and in the long run it doesn't help a brand grow true advocates or help the blogger grow their audience."įor example, Collective Bias called on a group of influencers for Bigelow Tea to increase awareness of their product in Walmart. "You can't just send a blogger a product and tell them what you want them to say about it," Callahan challenged. They are not afraid to lose a bit of control by letting their bloggers help build, lead and manage client campaigns. "We are helping to create those recommendations by producing high-quality content that consumers can find anywhere they are looking for information," she explained.Īnyone can hire freelance bloggers, but Collective Bias takes time to develop real relationships. "Our total aggregate, multichannel reach is around 85 million."Ī study published by Nielsen found 92 percent of consumers trust recommendations from their peers over messages directly from a brand. "We have around 2,000 members in our community with an average reach of 50,000 each," Callahan said. The pioneer startup rounds up brand advocates (i.e., bloggers or influencers) through its proprietary Social Fabric community and connects them with brands for interactive campaigns. With Callahan's shopper marketing expertise and her co-founder John Andrews' leadership background, the two co-founded the social shopper media startup in 2009. "Brands and retailers need it, they can't create it all on their own, and there are millions of people on the web already talking about brands."Ĭollective Bias helps bring all of these people and conversations together. "Research shows that relevant, organic content is 68 percent more likely to be utilized than paid content," according to Amy Callahan, co-founder and COO of Collective Bias.
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