Room Unlocked, Alex Payne: Authenticity and purpose in influencer marketing

Alex Payne, Room Unlocked's co-founder, discusses the future of influencer marketing and how it can successfully form part of an overall marketing strategy.

Could you tell us a little bit about what the company does?

Well, several of our clients have described us as a cross between Tinder and LinkedIn, which we quite like. Room Unlocked facilitates partnerships between interesting brands and celebrities and influencers - but our point of difference is that it is all mutually...

Influencers have become heart of the brand-consumer relationship

A love heart painted on a wall.

impact.com, a partnership management platform, in partnership with WARC, an international marketing intelligence company, have published a report on the rapidly evolving brand-influencer dynamic, which shows the disparity and alignment of perceptions of marketers and influencers, and offers guidance on how better alignment can lead to more effective and valuable partnerships.

The report, Aligning Marketers and Influencers: Shifting Perspectives on Influencer Marketing Across the...

How retail marketers can empower back-to-school campaigns in a cookieless future

School pupils studying.

Cookies have long been a lunchbox favourite. However, when they’re of the ‘third-party’ variety, they leave a bad taste in the mouths of consumers everywhere, including those getting ready for back-to-school shopping. According to Cheetah Digital’s 2022 Digital Consumer Trends Index, 64% of U.K. consumers say they believe cookie tracking is “creepy”.

Google and other browsers have taken note, cementing plans to comprehensively cease third-party cookie tracking within...

How CB Heat Pumps made £1.5m in sales in just 72 hours

In 1999, CB Heating was established by a very young and talented apprentice trained plumber, Clayton Browne.

Clayton saw a future in renewable energy when he was working with Thermal Solar Energy systems more than 20 years ago. As new technologies developed and emerged on to the market, he was keen to explore and embrace them. Clayton Installed his first Air Source Heat pump with an underfloor heating system on a beautiful barn conversion all the way back in the year 2000. Since...

Serena Williams’ venture fund invests seven figures In British martech platform

Serena Williams at a press conference.

OpenSponsorship (OS), a sports marketing tech start-up founded in New York by British entrepreneur Ishveen Jolly, has secured a seven-figure investment from Serena Ventures to help the business expand into the UK.

OpenSponsorship has partnered athletes with campaigns from brands such as Walmart, Foot Locker and Levi’s, was launched in the USA in 2015 after Ishveen – who was then a sports agent – realised and then grew frustrated with the obtuse and restrictive way in which...

Affise launches partnership marketing platform

Affise CRO Tanya Grypachevskaya.

Partnership marketing tech provider, Affise, has launched its latest product - Affise Reach - which allows brands to directly organise, implement, and measure partnership marketing campaigns without support from a third party.

Brands will benefit from an unprecedented control over their outcome-based marketing campaigns. Using Affise Reach, marketing teams can search a database of vetted partners, which includes everything from web, social, and mobile app advertising. After...

Ru Roberts, Waze: On non-distracting and privacy-conscious advertising

MarketingTech caught up with Ru Roberts, UK Country Manager for Waze, to discuss how the popular satellite navigation app advertises to drivers in a responsible manner.

As a free app, Waze relies on advertising. However, displaying ads to drivers could be a recipe for disaster.

Waze has faced its fair share of criticisms in the past for distracting drivers. Early users will remember things like messages from random drivers popping up constantly. Fortunately, Waze heard...

Kevin the Carrot ranked most Googled Christmas advert character

Kevin the Carrot.

Aldi’s Kevin the Carrot is the most Googled Christmas advert character, according to data from Google trends.

The friendly little vegetable has been crowned the best Christmas advert character, after data comparing Google searches over the last five years revealed that Kevin the Carrot is the most Googled Christmas advert character.

The data as compiled based on the top six UK retailers, who release hotly anticipated Christmas adverts every year, including John Lewis,...

Doritos launches augmented reality summer campaign

Bag of doritos

Doritos has launched its ‘Make Your Play’ platform, a campaign aimed at encouraging music fans to return to events this summer as social distancing restrictions continue to ease.

The campaign will utilise augmented reality (AR) technology developed by Poplar Studio and 8th Wall on interactive posters throughout the UK.

Those who spot the posters can scan a QR code and access the AR experience, where a play button stylised in the form of the iconic Dorito chip will be...

Are you dialling in? Best practice for virtual and hybrid presentations

The past year has brought a magnitude of changes for the marketing teams that most people thought would take a decade to take hold. The immediate impact of the pandemic was cancelled events, and sales presentations and marketing activity had to be re-geared for a virtual environment. Of course, the entire world of business communications had to change. 

The past year has condensed a huge amount of learning into a short space of time, and there’s plenty of best practice you...