In April 2017 Thomson Reuters, now known as Refinitiv, approached OST with the goal of influencing potential customers earlier in the product discovery and consideration phase. We devised a B2B influencer-led strategy to engage with the UK’s top Financial Risk & Compliance influencers on social media.
In April/May 2017 we ran a pilot to prove the business case. Then, in September 2017 we launched the full influencer marketing programme, engaging with our target influencers on Twitter and LinkedIn and co-creating content, such as webinars, Facebook Live videos and Twitter chats.
In the initial 9 months of the programme we engaged with 17 of our top 30 influencers, driving hundreds of positive brand engagements, achieving a targeted reach of 40 million and delivering significant brand awareness for Thomson Reuters.
With OST’s help our influencer programme has been a resounding success. From Sep 2017 to April 2018, we saw an uplift of 40% on the use of our official hashtags, equivalent of a social reach of 40 million.