An interesting point of view from our friends at Face Group the other week. How likely is it, they ask, that someone who knows enough to inform opinions about the latest mobile phones will also be out there informing opinions about mortgage interest rates or hand cream? Answer – not very. There is a definite tendency to talk about opinion formers as a single, amorphous, universally targetable group, regardless of product category. It doesn’t make sense when you think about it.
Face is a youth marketing agency that believes in “audience first, discipline second”. They specialise insight, co-creation and advocacy. Through their Headbox online community, we’ve also had some interesting conversations with them about campaign amplification and seeding.