Effie Dialogue - Influencer Marketing: Beyond the Hype - 22 Aug '24

The Effie South Africa Dialogue, “Beyond the Hype - Influencer Marketing and the Search for Marketing Effectiveness,” held at Discovery HQ in Sandton, was a resounding success!

Gillian Rightford, Executive Director at the ACA, welcomed the industry attendees and thanked the dialogue sponsors— PepsiCo South Africa, Unilever, TwoTone Creative, Tiger Brands, Fastgrow Investments, and SAB ABInBev—as well as our Effie Awards 2024 sponsors— Nedbank, Pepsico, SAB ABInBev, Investec and GIB Group.

Sharleen James, ACA Chairperson, introduced the topic of influencer marketing’s effectiveness, setting the stage for an insightful dialogue into this now pivotal marketing strategy and cornerstone of modern campaigns.

The panel, moderated by Sibu Mabena, featured influential and respected industry professionals Bianca Sibiya, Jolene Roelofse, Ryan Sauer, Anele Nzimande-Maphanga, and Ofentse Primo9teen Baloyi.

The panel explored key aspects of influencer marketing, from building authentic relationships and measuring ROI to navigating ethical considerations in content creation.

The discussion underscored the importance of maintaining transparency and authenticity to ensure influencer marketing not only resonates with target audiences but also aligns with brand values. These insights are crucial as brands strive to leverage influencer partnerships effectively amidst a rapidly evolving digital landscape.