Influencer Marketing


Influencer marketing is still a fairly new, shiny toy for the advertising industry. An influencers unique relationship with their fans, give brands an interesting way to reach their audience. Using a respected celebrity can be a very good way to gain trust and loyalty from consumers, it just needs to be done in the right way with the right person.

As the influencer marketing scene gets bigger, there are all sorts of questions; How do we measure it? How do we pick the right person? How do we make it subtle but effective?

This seminar will be exploring different ways brands are using influencers in their campaigns, the good/the bad and what ways there are to measure the ROI.

IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Members: FREE
Agency: FREE
Advertiser: FREE
IAB Non-members: £120.00 + VAT
Influencer marketing

Sole Sponsor



Avoiding an Influencer Nightmare
14:05 - 14:25

This session will look at influencer best practice and challenges through the lens of real world examples of where it’s all gone wrong. I will take you through some common influencer marketing mistakes eg. choosing the wrong talent for your brand, a lack of transparency around the campaign, failure to plan for ecommerce uplift, choosing 'spammy' viral mechanics. The talk will finish with actionable insights to help avoid problems and maximise future influencer opportunities and a two-minute influencer pop quiz, using information and insights already discussed.

Emily Knox,
Head of Social & Content,
#bad: Influencer Fraud
14:25 - 14:45

Influencer marketing is here to stay, entire industries are getting transformed and companies are built from scratch on social media alone. However, as companies invest more they expect more, including assurances that impressions and engagements are real. The follower count is frequently used to calculate rewards, but this is a crude metric to assess the output of an Instagram influencer campaign. Takumi will break down what is behind the follower count, how to think about and tackle fraud and what tools are available to advertisers today to reduce waste at various points in the pipeline.

Adam Williams (Sven),
Ask the Influencer
14:45 - 15:15

A panel of Influencers brought to you by Channel Mum. 

HOST – Tina Lakhani, IAB UK

  • Siobhan Freegard, CEO and Founder, Channel Mum

  • Emily Norris, Influencer and Channel Mum Creator

  • Nilly Dahlia, Influencer and Channel Mum Creator

  • Sarah Jane Ljunstrom, Influencer and Channel Mum Creator

  • Callum AKA Callux Influencer

  • Tobi Brown, Influencer

Brought to you by,
Channel Mum,
15:15 - 15:30

Customer-Generated Content: Turn Your Customers Into Both Your Sales & Your Creative Department
15:30 - 15:50

The digital ad landscape has seen 10 years of investment in massive distribution networks. We can now place an ad into one of these networks and target exactly who we want, with the product we know they want, at the time we know they want to buy it. Distribution of ads is no longer the problem. Generating them is. In this session, TRIBE proves why customer-generated content is set to become the next billion dollar industry.

Lisa Targett,
UK General Manager,
How to win fans and influence people
15:50 - 16:10

In this session, we will examine why creativity is integral to influencer marketing and why we are only scratching the surface of what’s possible.  We’ll look at how online creators build relationships with people they’ve never met and how brands can capitalise on that connection.

Chris Davis,
Head of Brand Partnerships,
Gleam Futures
How We Influenced This
16:10 - 16:40

A session chaired by Joe Friend, Account Director, Social Circle 

Allowing three brands and agencies to showcase how their influencer marketing campaigns have performed, with one key learning for the audience to takeaway and become a champion of influencer marketing themselves.

Case studies from:

Social Circle - The Telegraph campaigns 

Media Com - Now TV 

The Big Shot - Penguin Random House

This session will give you insights on proven success stories in an industry that’s difficult to tackle, if it’s not activated correctly. 

Joe Friend, Account Director,
Social Circle
16:45 - 18:30

Join us for some drinks and networking!


Emily Knox, Tug
Emily Knox
Adam Williams (Sven), Takumi
Adam Williams (Sven)
Lisa Targett, TRIBE
Lisa Targett
Chris Davis, Gleam Futures
Chris Davis
Gleam Futures
Joe Friend, Social Circle
Joe Friend
Social Circle

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