Harnessing Brand Ambassadors: A Guide to Collaborating with Opinion Leaders in the Russian Market

Opinion leaders, often recognized as popular figures in various forms of media such as TV, magazines, newspapers, and movies, have evolved significantly over the past 15 years. The emergence of globalization and the widespread use of social media has given rise to a new breed of opinion leaders, including influencers, trendsetters, viners, and bloggers. In the Russian media market, the trend of leveraging influencers for media placement is gaining momentum.

As people increasingly pay less attention to banners and direct advertisements, they are more drawn to the voices of opinion leaders. Bloggers, in particular, possess a significant level of popularity, influence, and audience engagement. They possess a deep understanding of the market landscape and, crucially for brands, are willing to share their influence with their audience.

An opinion leader serves not only as a reflection of a brand’s values but also as an important information channel. Consequently, there are specific criteria and requirements when selecting a blogger for collaboration. Let us delve into these considerations.

Unveiling the Path to Discovering a Diamond

In certain instances, marketers opt for opinion leaders they are already acquainted with. Typically, these individuals tend to be highly renowned and command high fees due to their established fame.

To select an opinion leader on social media platforms like VK, Instagram, and LJ in Russia, there are several services available that assist in finding bloggers using various filters. These services not only provide a list of popular trendsetters but also offer insights into the activity dynamics on their pages.

Alternatively, there is another method, known as the “manual” approach, which proves useful for identifying bloggers with a smaller subscriber base.

The concept involves searching for individuals on social media using hashtags, specifically those who frequently mention a particular brand or operate within the brand’s industry. The next step is to assess the quality of their posts and the response from their audience. If this blogger has a subscriber count that aligns with your interests, you can consider involving them in promoting your brand.

These searches can uncover intriguing opinion leaders who may be unaware of the extent of their influence and are not actively considering their commercial potential. Collaborating with such individuals can be advantageous since they haven’t let fame get to their heads, resulting in more reasonable compensation requests. However, it’s important to note that they may not be professional bloggers, which introduces the risk of potential issues with practical arrangements.

Audience correlation: A perfect match is not a requirement

Bloggers typically specialize in specific themes such as fashion, sports, food, maternity, gadgets, and more. When selecting a blogger, a brand tends to choose someone whose interests align with the company’s field of activity. For instance, if you sell kitchen appliances, it would be logical to collaborate with a blogger who focuses on cooking. However, it’s crucial to pay attention to the details: ensure that their videos feature kitchen scenes where your appliance can be installed.

The sociodemographic profile is no longer the primary parameter for targeting purposes. Nevertheless, certain products and services are consumed based on specific age groups and living conditions. In such cases, brand managers search for an opinion leader whose image and perspective on life align with the brand’s target audience.

However, there is a recent trend that involves creating a slight dissonance between a blogger and their target audience to generate intrigue and curiosity. An example of this is the recent collaboration between Supreme and Louis Vuitton. While it may seem logical to invite influencers like Pharaoh or Dasha Malygina, the brand chose to involve Russian celebrities Philipp Kirkorov (2.8 million subscribers), Evgeni Plushchenko (0.5 million subscribers), Yana Rudkovskaya (2.1 million subscribers), and Maxim Galkin (4.6 million subscribers). Surprisingly, this decision proved to be successful and worth the investment.

In the B2B realm, the selection of an opinion leader tends to be more conservative, focusing on individuals who hold authority within the industry. Marketers consider the following questions:

• Does the opinion leader participate in industry conferences?
• Do they have publications in relevant mass media?
• Have they received industry awards?

Based on our experience, for B2B promotion, it is often more effective to utilize specialized communities and pages on platforms like VK and Instagram, and to prioritize articles in field-specific mass media over influencer endorsements. However, it’s important to note that each case is unique and depends on the specific business’s target audience.

Audience size: Expanding reach

The size of an audience is determined by the number of subscribers an opinion leader has. Expectations regarding audience size should be aligned with the segment you operate in, whether it’s B2B or B2C. B2C bloggers typically have a broader audience compared to B2B bloggers. However, when working within a specific corporate niche, it’s important to anticipate that the blogger’s audience may not exceed 10,000 subscribers. The level of satisfaction regarding the number of subscribers in such cases is subjective and up to you to determine.

Here are approximate follower thresholds for selecting a blogger in the B2C segment:

• Twitter — 10,000 followers or more
• Facebook — 20,000 followers or more
• Instagram — 50,000 followers or more
• YouTube — 100,000 subscribers or more

Audience engagement

Evaluating the engagement rate (ER) is crucial when assessing a blogger’s performance, as it indicates the level of activity within their audience.

However, one must be cautious about potential pitfalls. There are instances where bloggers may have artificially inflated their audience, likes, and comments. In such cases, what steps should be taken? It is advisable to select several posts and carefully assess the quality of the comments. Genuine engagement will involve comments that are relevant to the subject matter, rather than generic phrases like “nice picture!” or “great profile!”. By doing so, you can have a high level of confidence, around 99%, in the authenticity and quality of the blogger’s audience.

Additionally, the consistency of posting plays a significant role in determining the overall coverage. It is advisable to choose bloggers who consistently publish daily posts, as this ensures a more substantial reach and impact.

Unleashing Creativity in Sponsored Content

The relationship between a blogger and a brand should be characterized by harmony, which is why an opinion leader should seamlessly incorporate advertising materials into their content. Take a closer look at the blogger’s posts that mention brands and observe how they convey information. Pay attention to whether they respond to comments, how they handle negative feedback (if applicable), and observe the actual response of their audience to these “native” advertisements.

In an ideal scenario, a blogger should not only publish an advertising post on their page but also persuade users that it is entirely their own initiative and that they personally tested the quality of the advertised product or service.

Quotation

The pricing is influenced by various factors such as the channel, the level of popularity, and promotional strategies, including the use of pictures, videos, event attendance, and ambassadorship. The payment expectations of bloggers can range from 5,000 to 50,000,000 million rubles.

In Russia, bloggers generally prefer to work with full or partial prepayment and receive cash payments. Cost per sale (CPS) or barter arrangements are viewed unfavorably by Russian bloggers. It is essential to consider this factor when negotiating the terms of collaboration.

Evaluation of the Effectiveness of Bloggers’ Advertisements

Evaluating effectiveness can be a challenging task. Typically, bloggers do not provide any guarantees. That’s why, when considering collaboration with influencers, we recommend engaging agencies. They possess the expertise to carefully select suitable bloggers who align with the specific objectives of your project.

The primary objectives of partnering with bloggers can be summarized as follows:

1. Introducing a new product to the market.
2. Enhancing brand recognition.
3. Reaching a new target audience.
4. Strengthening brand loyalty.
5. Driving sales.

Key performance indicators (KPIs) to measure success can include promo code usage, sales records, growth in the number of subscribers to the brand’s account through blogger recommendations, participation in contests, and other relevant metrics.

What are the indicators that suggest your brand could benefit from influencer marketing?

There are several scenarios where utilizing a blogger can outperform internet and TV advertisements:

• When a brand aims to connect with a new, more specific audience segment, particularly a younger audience. By selecting the right influencers, you can effectively engage and reach your desired target audience.
• If a product or brand is new and unfamiliar, consumers tend to either overlook such products or rely on the opinions of others before making a decision. An influencer can help overcome audience skepticism and build trust.
• Promoting a complex product, such as a smartphone or medicine, often requires potential buyers to read extensive reviews and consider various features. When an expert (in this case, a blogger) has personally assessed and tested the product, it becomes much easier for consumers to make informed decisions.
• When addressing sensitive topics like intimate hygiene, contraception, or health issues, individuals are more likely to trust the opinion of their favorite celebrities or influencers rather than generic advertisements.

In these situations, leveraging bloggers can offer distinct advantages over traditional advertising methods on the internet and TV.

Case: #peperogameru

Client: Lotte Confectionery is a company based in Seoul, South Korea, that specializes in manufacturing and distributing a wide range of confectionery products. Their offerings include chewing gums, chocolates, biscuits, ice creams, pies, snacks, candies, and breads. Lotte Confectionery serves both domestic and international markets, providing their confectionery products to customers worldwide.

Marketing obstacles faced by “Pepero” sticks in Russia:

1. Establishing brand recognition.
2. Attracting the target audience to the product.
3. Educating the Russian audience about the popular Korean game called the Pepero Game.

Proposed Solution: Encouraging people to participate in the #Peperogameru contest. This game involves a couple eating a Pepero sweet stick from both ends until their lips meet in a kiss. Well-known bloggers and internet celebrities have participated in #Peperogameru and encouraged their followers to join the game.

Quarter Billion Agency Group engaged four bloggers and one renowned actress to endorse the Pepero Game competition.

Anna Khilkevich, with her impressive 8.1 million subscribers, along with her husband, produced a promotional video for our campaign. This video successfully reached an audience of over 2.3 million viewers.

At the conclusion of the competition, we achieved remarkable results, including surpassing 5,000 followers on both VK and Instagram. Additionally, we received over 200 enthusiastic participants, along with numerous likes, views, and comments. The selection of winners was conducted through a random process. The Russian audience showed immense enthusiasm for the Pepero Game and demonstrated a strong interest in Korean culture.

Case: #невстрессе (#nostress)

The promotion of Tenoten, an antianxiety agent, on vibrant social media platforms serves as a compelling example of a complex product. Women facing stress in their family and professional lives often encounter an idealized depiction of carefree individuals on Instagram. The campaign’s primary goal is to demonstrate, through celebrity examples, that everyone encounters challenges but can effectively manage them. It aims to convey the message that despite the pressures of life, it is possible to overcome difficulties and find inner strength.

The campaign’s objectives and project goals are as follows:

1. Reach a new audience.
2. Generate a buzz effect.
3. Convey to the target audience that experiencing stress is normal and acceptable.

Celebrity involvement: Olga Buzova (14.3 million subscribers), Elena Letuchaya (1.3 million subscribers), Anna Semenovich (1.7 million subscribers), Evelina Blodans (1.2 million subscribers).

To effectively communicate the message, several accomplished women are enlisted to emphasize the key point: everyone faces challenges, even celebrities. The campaign aims to normalize stress, and the diverse backgrounds of the celebrities align with the first objective of reaching a new audience. Each star possesses their own group of subscribers, contributing to broad coverage and engagement.

During the day, celebrities share images of minor frustrations and everyday incidents that often irk people on their social media accounts, accompanied by the #невстрессе hashtag. In the evening, they follow up with positive posts, recounting how they effectively resolved those issues and highlighting the role of Tenoten in their coping mechanisms.

The campaign achieved notable performance indicators:

• The campaign’s publications garnered views from 6 million individuals, with 1.9 million of them belonging to the intended target audience.
• The collective posts received an impressive total of 300,000 likes and generated 8,000 comments, reflecting strong engagement and interaction from the audience.

Conclusion

In the current Russian market, the most effective approach to showcasing your brand is through the trusted voice of a blogger. If you’re seeking exposure through publications featuring influential Russian trendsetters but are unsure where to begin, simply send us a message. We’ll carefully select bloggers based on the unique characteristics of your business, ensuring the best possible fit for your brand.