Authors:
Kai Butler, Creative Strategist, OBE
Molly Kelly-Yahner, Director, Creative and Content Strategy, OBE
In today’s rapidly evolving market, talent and influencer strategy has become a critical tool for brands seeking to build meaningful connections and reach new audiences.
At OBE, we’re taking this trend further with a talent-first approach to experiential marketing, harnessing diverse influencer talent to elevate our clients’ brand experiences. By observing key trends in influencer marketing and applying our relationship-building expertise, we create more personalized, impactful engagements. Here, we’ll explore the pillars of a strong talent strategy and the top trends shaping the future of influencer marketing.
We created a talent-first digital strategy for Nike and DICK’S Sporting Goods’ It’s Her Shot series that extended the onsite experience, increased brand awareness, drove registration and outperformed the 2023 social campaign by 30M impressions. Talent has included WNBA legends Sheryl Swoops and Sylvia Fowels, plus former Harlem Globetrotter Briana ”Hoops” Green a to name a few.
What is talent strategy?
At its core, talent strategy is about leveraging the influence of experts and creators to drive brand awareness and engagement. When done effectively, it can help brands:
Build authenticity through strong storytelling and experiences that resonate with target audiences.
Drive brand awareness across various platforms and new consumer segments.
Expand influence in areas like product purchases, event attendance and social engagement.
Maximize brand reach on digital and social channels.
Talent comes in all forms, but the common denominator is influence: individuals who can convey a message or story that captures your target audience's attention. Whether it’s industry experts speaking on thought leadership panels or digital creators driving engagement through social campaigns, finding your perfect match is dependent on setting a strong foundation.
Stephen Curry then joined the energized J.P. Morgan Corporate Challenge San Francisco start line, by surprising participants on stage at the start line ceremony and blowing the airhorn to officially begin the race.
What makes a strong talent strategy?
Building a robust talent strategy requires a clear framework to ensure success. Here are the key elements to consider:
Alignment with brand values.
Talent must align with your brand’s mission, ethos, and personality.
Clear objectives.
Define what you want to achieve, whether it’s boosting brand awareness, launching a new product, or driving event attendance.
Audience understanding.
Different talent appeals to different audiences. Make sure to select talent that resonates with your target demographic.
Thorough vetting process.
Conduct comprehensive checks to assess risks, ensure brand safety, and validate alignment.
Collaborative activation.
Talent should be co-creators. Collaborate on content or experiences to ensure authenticity and engagement.
Once you’ve mapped out these details, it’s essential to have a data measurement plan in place. Whether through social metrics, media impressions, or consumer sentiment surveys, capturing data will help you measure the impact of your talent partnerships and prove success.
Saweetie on stage at EEEEEATSCON Chicago 2023.
Strategy in action.
Executing a talent strategy involves more than just alignment — it requires careful orchestration across multiple stages:
Procurement and contracting: Establish relationships with talent agents and negotiate budgets, deliverables, and terms.
Briefing talent: Clearly outline the objectives, guidelines, and expectations. A thorough brief is key to ensuring flawless execution as well as trust and understanding with your talent.
Event activation: Bring the strategy to life through in-person or digital experiences that resonate with audiences.
Measure impact: Capture essential data from the activation and evaluate those results against strategy goals to inform adjustments for current and future program.
Each of these stages requires coordination, clear communication, and a shared understanding of goals to achieve seamless execution.
Matildas player and rebel sport Ambassador Ellie Carpenter provided a series of digital skills and drills episodes, released over the course of the GoalGirls program though an email campaign and rebel-hosted video hub.
Navigating common hurdles.
Like any strategic endeavor, talent partnerships come with potential challenges. Here are some common pitfalls and how to avoid them:
Unclear goals.
How to solve it: Establish clear, measurable goals from the outset. Be thorough in understanding both short- and long-term objectives to ensure success.
Inauthentic partnerships.
How to solve it: Audiences can spot inauthenticity. Make sure the talent you choose genuinely fits your brand and messaging.
Ambiguous briefs.
How to solve it: Provide talent with detailed instructions. If expectations aren’t clear, it’s difficult to hold them accountable for the results.
Rigid scopes.
How to solve it: Talent, especially creators, value creative freedom. Set guardrails, but ensure you give them room to execute in their authentic voice.
OBE expanded the existing Allbirds influencer network, the Allgood Collective, by partnering with influencer Nick Catsumpas (@FarmerNick) for their Flatiron store opening.
Final thoughts: Our hot takes on talent strategy.
Talent strategy is a dynamic and ever-evolving landscape. As you shape your own approach, here are a few hot takes to consider:
Authenticity wins.
Audiences have a radar for insincerity, so ensure your talent aligns with your brand’s core values.
Play to their strengths.
Not every influencer excels in every area. Make sure the ask matches their unique skill set.
Creative freedom matters.
Influencers thrive when given room to brainstorm. Provide an outline but leave space for their creativity.
Less is more.
Short, unpolished content often resonates more with today’s audiences. Keep it concise and real.
Go niche.
Micro-influencers, subcultures, and niche fandoms are the future. Focus here to stay ahead of the curve.
Ready to elevate your brand with a talent-driven strategy?
At OBE, we specialize in crafting authentic, impactful experiences by harnessing the power of diverse talent. Whether you're looking to enhance brand awareness, create meaningful connections or drive engagement through influencer partnerships, our team is here to help.
Let’s collaborate to bring your brand’s vision to life. Reach out and discover how we can create experiences that resonate with your audience and deliver lasting impact.