News

Influencer marketing is growing by leaps and bounds, but not in the segments we expected

Marija Vorkule
A. W. Olsen & Partners project manager
Are influencers a cliché outgoing trend of 2019? What does it mean to 100% use content produced by influencers, and what kind of effective output can it give? Should you believe in intuition or numbers? How carefully should you create a lookalike audience? Targeting experts, producers, and, of course, opinion leaders discussed these and other issues at the InstaDay Instagram Conference held in the Skolkovo Technology Park. The following is an extract from the speeches and discussions of professionals in digital marketing. Influencer marketing is not just growing, but growing at an accelerating pace. Obviously, influencer mania will stay for at least another year, since the volumes of advertising purchased from opinion leaders only increase from year to year - an average by one and a half to two times a year. For example, according to Getblogger.ru, the largest Russian blogging platform, the influencer marketing segment has grown byabout 6 times over the past 2 years. In 2019 in Latvia, influencer marketing was undertaken by enterprises with quite difficult Instagram specifics - banks, manufacturers of products for the B2B sector, medical centres and many others. Undoubtedly, in our country this type of advertising is only gaining momentum, despite the fact that many are sick and tired of the word “influencer”. Nevertheless, influencers came to stay, although in the near future slightly other personalities will appear on the scene. Mommy blogs are no longer in trend, as well as interior design.There was a ...

Research: More than half of Latvian influencers are scammers

Marija Vorkule
A. W. Olsen & Partners project manager
According to projections, the capital turnover in the field of influencer marketing in 2020 will be from 5 to 10 billion dollars. It is obvious that with this potential for profit, many people have a desire to develop their profiles faster than fair methods allow. What is the amount of fraud in Latvia in particular and in the Baltic States in general? A research by A.W. Olsen & Partners, a communications agency, and HypeAuditor, a service for Instagram and YouTube analytics, reveals that 53% of influencers in the Baltics demonstrate signs of fraud. In Latvia, the results are the same. How do things stand in Latvia?In Latvia, the smallest number of scammers (44%) is observed in the category of nano-influencers, that is, those users of the Instagram social network whose number of followers does not exceed 5,000. The largest number of scammers is among those with 5,000 to 20,000 subscribers, namely 61%. “This may be due to a certain kind of “glass ceiling”: if you are not a media person, it becomes quite difficult to overcome the mark of 20,000 people and start making good money, so various fraud mechanics begin to be applied, for example, buying bots, reactions, participation in groups, where users actively comment on each other's posts, as well as the method of mass following, i.e. subscription-unsubscribes”, Maria Vorkule, project manager at A.W. Olsen & Partners in the Baltic States and lecturer at the University of Latvia, ...

10 global trends in the field of communications

Dr. sc. comm. Olga Kazaka
Partner at A. W. Olsen & Partners, Assistant Professor, University of Latvia
The topmost event of the year in the field of public relations is the presentation of the most significant international public relations award, the IPRA Golden World Awards. The winners of this prize are recognized as the most advanced communicators. This year, hundreds of communication campaigns from 64 countries throughout the world were submitted to the competition. Interestingly, only 44% of the winners came from Europe, including the campaign by Latvian communication agency “A. W. Olsen & Partners”. Here are the most noticeable current trends in the field of communications that permeated this year's campaigns. 1. Fight for Trust A number of campaigns focused on trust. In many countries, people lose confidence in government, local authorities, organizations and the media. In addition, more and more organizations are being forced to integrate the fight against misinformation into their communication strategy. 2. Opinion Leaders Not only the organizations but also opinion leaders play an increasingly important role in the struggle for trust, helping from outside to convey messages to specific groups by sharing some of their authority with the organization. And they may not always be the influencers in social networks: there may be campaigns in which a doctor, clergyman or musician will be the ideal opinion leader. 3. Expanding the Boundaries of Public Relations  Nowadays, public relations can affect not only the reputation of organizations but also their financial performance. In addition, organizations are increasingly seeking to change their habits and views ...

Latvian traffic safety campaign has won the most prestigious PR award in the world

The campaign “Mobilais Saskaņotais Paziņojums” (“Three steps to safe roads”) implemented by the Motor Insurers' Bureau of Latvia (hereinafter - LTAB) in 2018 received a gold award at the world's largest public relations competition IPRA Golden World Awards 2019, in the category of Traditional and New Media Integration. An international competition jury of 23 countries highly praised the uniqueness of the LTAB campaign and its ability to use new technologies to improve drivers' daily lives. “This year's LTAB campaign competed with hundreds of other communication campaigns from 64 countries throughout the world. It’s a pleasure to see that industry professionals and the jury highly appreciated the accomplishments of our organization alongside world-renowned corporations like Google, Adidas, Coca Cola, Aramco, Ford, Lukoil and more. This proves that in Latvia we are able to create products and services that are highly valued elsewhere in the world,” Jānis Abāšins, Chairman of the Board of LTAB, says. “While the world's leading scientists publish their research in international peer-reviewed journals, the highest quality evaluation of communication professionals is the international IPRA Golden World Awards. This is the second year that our agency has been awarded the highest prize in the prestigious competition that only enhances the motivation to seek new efficient and creative solutions to communication challenges,” Olga Kazaka says, who is a partner in A.W.Olsen & Partners Communications Agency which designed and implemented the “Mobilais Saskaņotais Paziņojums” campaign. Campaign video description: https://ej.uz/3StepsToSafeRoads About the Golden World Awards ...

A. W. Olsen & Partners and MIBL’s campaign has received the world’s most prestigious communication award

Latvian communication agency A. W. Olsen & Partners is among the top agencies in the world’s largest public relations competition, the IPRA Golden World Awards (GWA) 2019, in the traditional and new media integration category. The awarded campaign, “Three steps towards traffic safety in Latvia”, was developed and created per request of the Motor Insurers’ Bureau of Latvia (MIBL). The IPRA GWA award celebrates the best communication projects worldwide for more than thirty years and takes into account project difficulty, creativity, originality, and similar criteria in a local, national, regional and even global context. Svetlana Stavreva, President and Chairwoman of the judges’ panel of the International Public Relations Association (IPRA), indicated: “It seems the award has made a leap forward this year. We notice the more creative use of social networks and excellent creativity.” A. W. Olsen & Partners partner Olga Kazaka states: “The best communicators worldwide compete for this prestigious award every year. To us, being awarded with the IPRA GWA for the second year in a row is a confirmation that the A. W. Olsen & Partners agency has an effective and progressive approach to communication processes. For instance, in the campaign awarded this year, we used focused messaging, design thinking, applying innovations for process streamlining, provocation, as well as data analysis. It allowed us to speak clearly about a complicated and not particularly interesting topic, related to compulsory civil liability insurance for owners of motor vehicles. The judges panel emphasized the balance between the new and ...

The anti-fraud movement #FraudOff! won the laurels in two more international contests

The anti-fraud movement #FraudOff! (#Atkrāpies!) received the International Award in the contest European Excellence Awards, winning in the Change Communication category. At the same time Moscow hosted Eventiada IPRA The International Public Relations Association) Golden World Awards  2018, where the movement won the 1st place in the category of social projects. Prizes were awarded to the concept and communication campaign of the anti-fraud movement #FraudOff! created and implemented by the Ministry of Finance and the communication agency "A.W.Olsen & Partners", in which dozens of state, non-governmental and commercial organizations fight with fraud in its various manifestations. The movement has been continued for the second year, presenting various groups of society with an opportunity to distinguish and fight against various forms of fraud in our country. "Two more awards as an international recognition, as well as an ever-increasing number of member institutions and organizations show the necessity and meaning of the #FraudOff! movement. The movement is growing and I am convinced that, as a result, our society grows up too - becoming more knowledgeable, more cautious, more careful, and thus more secure. The international appreciation gives new motivation to both the creators and all the participants of #FraudOff! to continue what was started and to popularize the basic idea of the movement among an ever wider range of people right here in Latvia and also beyond our borders," Jana Salmiņa, Deputy State Secretary of the Ministry of Finance for the Tax Administration and Anti-Shadow Economy said. "The #FraudOff! movement has ...

Specialists start to tidy up the blogger and influencer sphere

Marija Vorkule
A. W. Olsen & Partners project manager
Last week on November 1 the first workshop in Latvia for bloggers and influencers was held in the mall Sky & More. Unlike the previous workshops this was dedicated to legal issues such as registration, billing, paying taxes rather than how to promote your Instagram profile. Other issues that were discussed were reputational risks, ethics in the work of influencers and the algorithms by which brands and agencies choose to collaborate. The experts were: Maija Aramaneva - a professional full-time blogger with more than three year professional experience as well as many international brand ambassador; Marija Vorkule - communication agencies A.W. Olsen & Partners communication project manager in the Baltics as well as Digital communication awards 2018 laureate for researching and analyzing the influence market in Latvia and developing a formula for selecting influencers for the needs of a particular brand; Viktorija Kristholde-Lūse - tax specialist from law firm Vilgerts. Event organizers Maija and Marija point out that interest in the legal aspects of blogging is very high."There are a lot of conferences on the promotion of ones Instagram profile, however, when a blogger begins to receive collaboration offers many questions arise: how to register - as a limited liability company or as a person pursuing an economic activity or as a patent payer - what taxes should be paid in each case, how to do bookkeeping, whether you can write off expenses and if so - which ones - how to issue invoices, to what should you pay ...