At occasions or throughout shoots, Danone routinely invitations creators to take part not simply as expertise however as co-producers.
Flipping the script, Danone additionally invests in content material made throughout the creator’s personal surroundings, which Flinn famous feels extra genuine and reduces the operational burden when producing at scale.
Government help and structural buy-in
The key to shifting quick in an enormous firm? Management buy-in. “Seeing one thing is the simple half,” stated Bendes. “Appearing on it if you’re at a big firm is kind of laborious. There’s an operational course of behind that.”
Bethea agreed: “We needed to promote this to different senior leaders and assist them perceive why influencers ought to be a precedence.” The pitch labored. “We truly constructed out a complete social and cultural influencer workforce beneath Eric’s management,” she added.
Manufacturers typically ask their social groups to “be extra like Duolingo”—a reference to the language app’s viral, irreverent presence on TikTok and different platforms—however that’s typically an unrealistic ask.
“Duolingo has a 10-person writers room, authorized integration, senior govt help,” Bendes stated.
However manufacturers can nonetheless achieve success even with out that deep degree of integration. Danone’s success illustrates that significant influencer advertising isn’t about chasing traits—it’s about making a system that turns cultural moments into model fairness.
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