The Human Approach delivering synergy and authenticity
In order to amplify W channel's programme 'Emma Willis: Delivering Babies in Lockdown', we identified influencers who had given birth during lockdown to share their personal stories that mirrored the show's themes.
Due to an inability to track conversions of TV show viewership, we instead tracked conversations as our primary metric.
Stats
12.5k clicks driven to the brand's owned channel
5% conversion rate
2,000 new followers driven
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Insights.
Influencer Marketing vs UGC: What Works Best in 2025?
Traditional influencer marketing and user-generated content (UGC) have both carved out significant roles in how brands connect with audiences, yet they differ in execution, impact, and suitability depending on campaign objectives.
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The Creator Economy in 2025: Real People, Real Stories, Real Shifts
The creator economy isn’t what it was even five years ago. Back in the day, being a YouTuber or influencer felt a bit niche or even like a side hustle. Now, in 2025, we’re looking at a whole new world.
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How Social Media is Changing Food Recommendations: Is It Challenging Michelin?
Social media is reshaping food recommendations, with platforms like TikTok and Instagram challenging traditional guides like Michelin. Discover how influencer marketing is transforming the food industry.
