“Micro-Influencers”
They called them “micro-influencers” in 2017.
We activated them in 2013 (& called them Catalysts).
Long before every third person you know became an “influencer”, we methodically selected Catalysts, tapping into our far-reaching network of University students and young professionals in the U.A.E.
For every campaign, we found distinct individuals from the brand’s intended audience, who were truly influential on the ground. They had IRL conversations with their peers, planned visits to events and group shopping trips.
Through these activities, their roles evolved.
Influencing, the other way around
They were mystery-shoppers. They were informal researchers. They were honest focus group members. While promoting a brand or product, their most important activity became the feedback loop: We could tell you exactly what people were saying about your brand on the street. This ear to the ground resulted in agile campaigns, over and over.
How “Word on the Street” was born
We began to center the power of audience research in everything we did - and Word on the Street, our research heart was born. It drives each blink, movement, idea, and execution we perform.
Campaigns where our Catalysts told brands what was missing:
