95% of Young Instagram Users Purchase Goods Popularized by Influencers

Marija Vorkule
project manager at A.W.Olsen & Partners
Only 5% of Latvian Instagram users of the age 18 to 35 never buy the products that influencers write about, according to a survey conducted by the A.W.Olsen & Partners Communication Agency in the spring of this year. "Moreover, 39% of respondents often and very often buy goods described in influencers’ posts," - says Marija Vorkule, Project Manager at A.W. Olsen & Partners. International researches show that the efficiency of classic advertising channels is dropping from day to day - people not only consume media in a different way, but also more critically perceive what they are "told" by brands. "The credibility of advertising, which we see on TV, in magazines and newspapers, has declined by 24%, 20% and 25%, respectively, in two years. At the same time, 83% of consumers believe that the recommendations of friends and relatives are much more reliable than any advertising, and this figure has increased by 18% in the last five years, even though friends can certainly not be experts in any matter. Moreover, 2/3 of the respondents who participated in the Nielsen research indicated that they consider the opinion expressed about the brand on the Internet to be one of the most trustworthy sources of information," says M. Vorkule, adding that more than half of the respondents (59%) purchase only those things that other people have already tested, and 52% always search for information about the purchased product. Consumers in the age of ...

The Celebrity box project picked up an award at the international contest for excellence in communication “Mi:t&links. Baltic Communication Awards 2018″

The Celebrity box project by A.W.Olsen & Partners Communication Agency won a prize in the category Digital Communications at the annual Baltic Contest "Mi:t&links. Baltic Communication Awards 2018". The patented brand Celebrity box has been existing for about 2 years and this time more than 20 various brands have participated in the project. "The Celebrity box is a project that allows interesting and worthwhile products and services to come into the hands of successful and well-known people in Latvia," the author of the project idea, A.W.Olsen & Partners Agency Partner Olga Kazaka comments, "Within the framework of the project every three months, thematic gift sets are formed and given to the persons popular in social networks in Latvia: musicians, athletes, bloggers, actors, TV stars." The Celebrity box recipients are carefully selected based on several criteria such as the engagement rate, real number of followers, bots (fake followers of software origin) and the absence of mass followers among the user followers. Particular attention is paid to the number of followers precisely from Latvia. "Our achievements in collaboration with the influencers within the project give excellent results," the author of the project idea adds, "The Celebrity box is constantly generating a great deal of hype in the community: we regularly get questions about how to get or where to buy the Celebrity box, but the project is exclusive and it's not possible to buy it in your possession." The communication agency A.W.Olsen ...

Influencers in Instagram: not how many, but wherefrom

Marija Vorkule
project manager at A.W.Olsen & Partners
It is beyond argument that the future of marketing and PR is in social media: 88% of young guys aged 13 to 16 surf the Internet on a daily basis using smartphones, and 70% of them spend most of their time in social networks. In addition, more than half of young people (57%) spend on the Internet at least 3 hours a day [1]! It was expected that by the end of 2017, 75% of industry professionals would use influencers in their campaigns [2], and in 2018 another 39% should increase the budgets for this communication channel [3]. Let us wait for actual data, whether these predictions were true, but we already have to admit that the "word-of-mouth" which in its modern version is called influencer marketing, is here for the long haul. Since the dawn of time, the "word-of-mouth" was able to move mountains, or, at least, cities. For example, in 1635 Holland was engulfed by tulip fever: everyone considered it their duty to possess tulips, which, due to the excitement among the "opinion leaders", became a symbol of high status, wealth and power. Profiteering based on rumours has led to the fact that bulbs of tulips were sold for the record $40,000 in modern equivalent. However, already in 1637 public opinion sharply became negative and the price of tulips fell by 20 times, plunging the country into a deep financial crisis. As a result, Holland has for decades ...

Corporate Communication in 2018: Emotion Management Olga Kazaka
Partner at A.W.Olsen & Partners, lecturer at University of Latvia
Watching the trends that have become relevant in the sphere of corporate communication in 2017 and will affect the success of PR and marketing campaigns in 2018, it becomes obvious that among other things it will be extremely important to be able to manage emotions. The fashion for nostalgia, gaining experience, discussions on emotional intelligence, "post-truth" and fake news gives depth to this simple at first glance phenomenon. It is impossible not to notice how much nostalgia is in fashion now. My students dress like I once did at school. Nostalgia is observed in a variety of manifestations. It’s no accident that in the format of augmented reality we caught the Pokemons, not some modern heroes. While in Germany there is a huge demand for music recorded on tapes. People are ready to be given pleasant memories of the past, which cannot but affect how we communicate with them. I believe more and more communication campaigns will use this aspect to attract attention and develop an emotional connection with the brand. The Oxford Dictionary called the word of the last year "post-truth" - an adjective, "relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief." This word that became so significant because of the massive spread of fake news portals and fake news. Today much is said about the need to develop critical thinking, but there is ...

Quality, not quantity: Why bloggers should worry, who subscribes to them

Who is to blame? Each Instagram user was provided with an unlimited number of opportunities to buy likes and subscribers to themselves - various “vending machines” of cheat likes actively subscribe to Instagram, write private messages online and to e-mail, offering their services. Someone is tempted by their suggestions, someone ignores, forgetting to remove from subscribers. Both of them behave differently, but equally risk – the engagement rate of accounts with bots ruthlessly falls. The current Instagram is flooded with bots: nails from Cesvaine, burgers from Siauliai, Louis Vuitton handbags from Pärnu, cheat subscriber providers. They subscribe to all indiscriminately, including you. Some profiles do this themselves, some are scammed by "cheaters" if the user is tempted by their services. How the bots appear in the profile is not so important, it is important what consequences this entails. Bots (handbags, burgers and users under logins like av195639) are not active - they do not like and do not comment. Exception - when they subscribe to you, they can like couple of posts for decency in automatic mode, that's all. Then they will hang in the user's profile dead weight. And, although the number of followers looks decent, the main problem does not go anywhere - these are Instagram algorithms. When you post a new post, it will be shown initially to a limited number of your subscribers. And if this small sample took your post well, then it will be ...

Three myths about rebranding

Olga Kazaka, A.W.Olsen & Partners partner, lector of the University of Latvia
Periodically, in the public space, there are news of a particular company’s rebranding. In this matter, my attention is most attracted to how often the companies themselves misunderstand the concept, process and consequences of rebranding. 1. The most important thing in the rebranding process is to update the logo? Quite often, advising entrepreneurs I have heard the opinion that rebranding involves mainly logo transformation. However, in reality it is only transformation of corporate identity, no more. In its turn, rebranding involves major changes in the organization. Often this is due to the dramatic changes in internal processes, the introduction of new values or positioning, targeting new business niches. An important function of rebranding is signaling to internal and external audiences about important changes in the organization. Logo change or transformation may be one of the last, though most noticeable for consumers of change. However, there are cases when in the process of rebranding the logo is not affected at all. So it was with Old Spice, which changed not the logo, but its positioning. Nike have used the logo from the ‘70s, while several times have been changing the positioning. 2. Is it pure communicators’ competence to take care about the brand? The second stereotype that I encounter from time to time is related to the opinion that rebranding only refers to the competence of communication specialists. Or vice versa - there are significant changes in the organization, which the ...

Attention! Beware of counterfeit “Celebrity box”

Communication Agency A.W. Olsen & Partners almost two years ago launched a unique project for Latvia - Celebrity box - an exclusive series of gift sets delivered to Latvian celebrities. We found out that gift boxes with the name Celebrity box have appeared on the Latvian market, but they have nothing to do with us. We remind you that the Celebrity box is a registered trademark protected by law. This is the product of A.W. Olsen & Partners, and we are constantly working to improve its quality, so no one else can offer it. Please stay vigilant and do not cooperate with scammers. If you want your brand to participate in a true Celebrity box project, there is an opportunity to join sponsors of the new release (May-June 2017). To learn about the possibilities to participate in the Celebrity box, please write to In addition, under these circumstances, we decided to join the Celebrity box brand in the anti-fraud movement # atkrāpies, in order to protect our partners from fraudulent actions as much as possible.