‘Fish where your fish are’: The rise of influencer marketing in financial services
As financial services brands learn to embrace co-creation, finfluencers and lifestyle creators are increasingly being seen as an “accepted medium”.
Ten years ago, working with influencers was unchartered territory for many financial services brands. Fast forward a decade and businesses in the sector aren’t shying away from making influencers a pivotal part of their marketing strategy.
Senior marketing manager for social and content at Virgin Money, Laura Davidson, explains the brand’s influencer work has steadily increased since the release of a test campaign for the M Plus current account in October 2022. This followed extensive talks with Virgin Money’s procurement, legal and finance teams about what influencer marketing actually means for a bank.
“When you create and look at an ad, it’s the same interpretation. [With influencers] you’re entrusting someone else to do that for you. Stakeholders weren’t really used to that whole idea,” says Davidson.
