REPORT: Wake Up Your Audience #19 - Creator Economy Events: What is the impact for brands?

This webinar aims to help brands engage their audience and optimize their Social Media strategies. The 19th edition took place on Thursday, February 27 online on our YouTube, Twitch and LinkedIn channels.

Our quarterly webinar Wake Up Your Audience aims to help advertisers engage their audience and optimize their strategies on social networks, media and digital marketing. The 19th edition took place on Thursday, February 27, online on YouTube, Twitch and LinkedIn.

Theme of this edition: Creator Economy events: what impact for brands?

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The objective was to analyze the dynamics of these meetings linked to the Creator Economy, such as GL events GP Explorer, Eleven All Star, or more recently DTR Fight, in order to help brands take advantage of it for their marketing strategy.

In recent years, we have seen a transition where creators are moving from a simple online presence to physical events, especially in the automotive, football and gaming sectors.

This trend offers brands the opportunity to act as sponsors and to strengthen their visibility in committed communities.

Introducing our Creator Economy study

We conducted an in-depth study on this phenomenon, identifying:

1. Unmissable events and their impact (DTR Fight, GL events, e-sport competitions, etc.)
2. Brands that are positioning themselves there and their strategies
3. The performances generated by these activations

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The key factors for their success:

Our analysis highlighted several key parameters explaining the effectiveness of these events for brands:

1. They have a strong impact on reputation, visibility and generate a wide media influence.
2. A viral effect thanks to the creators: the participation of influencers amplifies their reach and generates spontaneous media coverage.
3. The key role of user-generated content (UGC): content produced by participants extends the life and impact of the event.
4. A long-term narration allowing brands to structure their communication over several months (before, during and after the event).
5. A multi-platform and multi-format visibility of these meetings, relayed on several channels, reinforcing their effectiveness.

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We were fortunate to welcome two guests who are very familiar with this type of event: Tobias Wauquier (Director of Partnerships and Sponsorship at ZQSD) and Taoufiq Bortai (Country Manager at Holy). They shared their feedback with us :

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Tobias Wauquier (ZQSD) brought us his expertise in organizing major gaming events, including the largest in France, by detailing his strategies to maximize their visibility and genuinely integrate the brands that sponsor them.

Taoufiq Bortai (Holy) presented us with the growth strategy of the Holy brand based on the use of partnerships, influence and social networks to establish their positioning.

Lessons and perspectives

Thanks to This study and the feedback from our guests, we saw that it was essential for brands to integrate these events into their marketing strategy by selecting the ones that seem to be the most relevant according to their target audience and by analyzing their performance to adjust future activations.

Watch the replay

To learn more about the innovative strategies shared during this webinar, be sure to watch the full replay: https://www.youtube.com/watch?v=ze3ApjVZVG0

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