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    Summer Series: The Wizarding World of Influencer Marketing

    by Under The Influence

    This week, we peek into the emerging world of influencer marketing. Today, the most popular social media Influencers aren't celebrities, they're regular people. Bloggers, Instagrammers, YouTube stars and Snapchatters have amassed millions of followers, promoting products using only the trust of their fans as currency. We'll look at a single YouTube review that shot Patti Labelle to the top of the baking industry, why J.K. Rowling only needed seven people to promote the biggest movie attraction of the year and exactly what happens when influencers break the trust of their loyal followers. It all comes down to integrity and transparency. Hope you'll join us.

    Posted: Jul 25, 2017 12:26 AM ET
    Last Updated: Jul 25, 2017 5:05 PM ET
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Past Episodes

  • Thursday July 13, 2017

    Tiffany box

    Summer Series - What A Difference A Difference Makes: Standing Out In The Marketplace

    This week, we look at brands that separate themselves from the herd. In the world of marketing, standing out is the most critical thing a company can do. Having a distinct personality gives shoppers a reason to remember a brand and a reason to buy. We'll analyze a wrestler who used a delicate flower to intimidate his opponents, a single eyepatch that gave one company a $28M bump in sales and a motorcycle brand that succeeded by taking the fun out of the ride.

    Posted: Jul 13, 2017 12:00 AM ET
    Last Updated: Jul 12, 2017 10:47 PM ET
    audio
    Listen 27:32
  • Thursday July 06, 2017

    Ken Bone

    Summer Series - Unforeseen Circumstances: How Companies Are Affected By Chance

    This episode explores what happens to brands when a completely unexpected event occurs. Most companies tightly control every aspect of a brand - but occasionally, an unforeseen circumstance rears its head. And it’s always interesting to see how the company reacts and what happen to their business as a result. We’ll look at what happened to Ford Broncos after the OJ Simpson slow-speed car chase, what happened to Red Lobster after Beyonce gave it a sexy callout in a song, and what happened to James Bond when JFK gave the books a ringing endorsement. The Podcast for this show was recorded at the first ever live performance of Under The Influence at the Hot Docs Podfest. We do a Q&A with the record after. It was fun.

    Posted: Jul 06, 2017 12:00 AM ET
    Last Updated: Jul 06, 2017 8:43 AM ET
    audio
    Listen 27:32
  • Thursday June 29, 2017

    Ask Terry

    Ask Terry 2017

    This week marks the final episode of the 2017 Under The Influence season. And as we do every year, we're turning this show over to you, our listeners. We’ll be answering the marketing and advertising questions you've sent us through social media. From how we come up with new episode topics each week, to why mattress companies don’t use sex to sell mattresses, to which commercials are my all-time favourites - this year’s questions are fun and insightful.

    Posted: Jun 29, 2017 6:57 PM ET
    Last Updated: Jun 29, 2017 10:57 AM ET
    audio
    Listen 27:32
  • Thursday June 22, 2017

    Bookmarks

    Bookmarks 2017

    This week, it’s our annual Bookmarks episode. The research team at Under The Influence does a lot of reading over the year, and finds a lot of great stories - many of which don't fit into our regular season. But that doesn't mean they shouldn't be told. We’ll look at why Sting laughs at the beginning of Roxanne, how the U.S. military learned a lesson in branding when it got soldiers to eat their vegetables and the interesting story behind which car was the first ever to feature…a cup holder.

    Posted: Jun 22, 2017 4:31 PM ET
    Last Updated: Jun 23, 2017 11:25 AM ET
    audio
    Listen 27:32
  • Thursday June 15, 2017

    Cannes Lions

    Cannes Creative Advertising Be Effective?

    This week, we journey to Cannes, France for the Cannes International Advertising Festival. It’s the most revered advertising competition in the world, with 90 countries submitting over 40,000 ads. We’ll analyze the entries and answer the age-old question: do award-winning commercials really sell product?

    Posted: Jun 15, 2017 6:24 PM ET
    Last Updated: Jun 19, 2017 2:53 PM ET
    audio
    Listen 27:32
  • Thursday June 08, 2017

    blood

    Now Splinter Free: How Marketing Broke Taboos

    This week, we explore how some of society's biggest taboos were broken by marketers. We’ll look at why toilet paper was a hush-hush product in the 19th century, which publication was the first ever to print an ad on its front page and how Lysol was originally advertised…as contraception. Some taboos were broken years ago, some more recently than you may realize.

    Posted: Jun 08, 2017 11:03 AM ET
    Last Updated: Jun 08, 2017 4:01 PM ET
    audio
    Listen 27:32