Influencer Marketing: A Match made in Heaven?
Without any doubt, the current most talked-about example of influencer marketing in action is last year’s doomed Fyre Festival. The Netflix documentary Fyre:The Greatest Party That Never Happened tells the full story, which begins with an exclusive collection of world-famous influencers hyping the festival to secure vast levels of investment. As effective a strategy as this turned out to be, the person who really influenced the public view of Fyre was one Twitter user with fewer than 500 followers. He posted a now-infamous image (of a limp cheese sandwich) that trended within seconds, eventually bringing the entire event to its knees. …