Celebrity influencers are being paid up to £1m to promote natural deodorant brand Wild on Instagram. According to Wild's co-founder, Charlie Bowes-Lyon, the company has a yearly influencer marketing budget of £10m, which may double in the coming year as it seeks larger brand ambassadors.
Wild has partnered with high-profile names including Stacey Solomon, Emma Raducanu, and Molly-Mae Hague to promote its products. The company's campaigns involve detailed contracts and can include full-day shoots, multiple social media posts, and even the creation of custom deodorant scents.
While some critics argue that influencer marketing can be corrupting, Wild's Bowes-Lyon maintains that the key to success lies in authenticity. He believes that audiences are becoming increasingly savvy about influencer ads and that brands must ensure that their partnerships are genuine and transparent.
Recent research by the ASA found that 74% of participants were certain that a conventional brand post was an advert, compared with only 54% for influencer advertising. This highlights the challenges of identifying influencer advertising, which can be a major concern for regulators.
Wild's approach to influencer marketing is a prime example of the growing trend in the UK's advertising industry. As audiences become more discerning, brands are turning to influencers to promote their products in a more authentic and relatable way.
Influencer marketing is now a major part of Wild's business, with the company employing a team of over 20 to work on this aspect. With a focus on authenticity and transparency, Wild's influencer marketing strategy is set to continue shaping the UK's advertising landscape.