Specialist pr and marketing agency Azaria has launched a brand new website with integrated database, which reflects its energy, passion and expertise across influencer marketing and digital PR. Managing director Amber Steventon takes PreschoolNews.net behind the scenes.
Over the past 16 years, Azaria has built up one of the largest databases of parenting influencers in the UK. Its new ‘Influencer Intel’ resource makes the most of this, allowing the team to strategically partner content creators and brands through detailed data matching, creating smarter and more effective influencer campaigns.
“Having nurtured countless contacts since the rise of the ‘mummy blogger’ many years ago, we’ve recognised an increasing client need for more analytical matching of influencers to their brands,” said Amber. “At a time when businesses need a comprehensive arsenal of tools at their disposal… we felt this was the optimum time to streamline our invaluable data.”
Who were the first influencers you worked with?
“We first began working with mummy bloggers many years ago, when they were basically new mums who wanted to post content about their parenting journey. As social media continued to develop, we started working with some fantastic content creators – who we would see as ‘influencers’ now – such as Mother Pukka, Cherry Healey, Nat from Style Me Sunday, Clemmie Telford and Candice Braithwaite to name but a few. Many of these have now developed their channels, represent brands on major levels and champion worthwhile causes – really maximising their position of influence, which is wonderful to see.”
Did you ever expect working with influencers to be such a crucial part of consumer PR?
“We knew there was something really credible and ‘real’ about parents talking directly to other parents, but we honestly had no idea how big it would really become! You can see that many factors have contributed to create this outcome, from the increasing social media use across the world, social advertising to push beyond organic growth and the recent decline of consumer print media for example. It has taken ‘word of mouth’ to a whole new level.”
What is your favourite thing about working with influencers?
“We only work with people who genuinely love our brands and the magic happens when this really shines through. It means we can create some truly authentic content, words spoken from the heart and imagery that brings something to life. It takes a lot more work initially, to find and secure these people, but the results speak for themselves. We have also met some wonderful people and made some brilliant friends – which makes work a happy place to be!”
What benefits will your new website bring to brands looking to work with influencers in the future?
“Our new database will mean that we can easily and intuitively integrate brands and influencers – which is a total win-win for everyone. Matching great, engaged influencers with brands we know they will love, with products we know the will use again and again, can only have a positive impact on brand exposure and sales.”
What is the best thing about PR for you?
“We love that PR has always been about influence, albeit one that has historically been very hard to measure. But this new age of influencer, message-spreading via a social feed, produces almost every stat you could need in black and white. If you work with a great influencer then the results are clear for any number-crunching, spreadsheet-loving brand owner or marketing manager to see. And that makes showing the value PR brings much easier. It is a beautiful thing.”
