54 items found for ""
- Ain't no stopping us now! ThisThat brings in not one, but two new hires - Joe Adsett and Mo Sharif
Hey there, trendsetters and trailblazers of the digital universe! 🌐✨ We're thrilled to unveil the newest additions to the ThisThat family, two absolute rockstars who are set to turbocharge our journey to influencer marketing greatness! 🎤📈 🌟 Introducing Joe Adsett - Our Maestro of Product Marketing 🌟 Drumroll, please! 🥁 Let's give a warm welcome to Joe Adsett, our brand-new Product Marketing Director and member of the ThisThat Leadership Team! 🎩🎉 With an undeniable flair for strategy, Joe is striding in to architect nothing short of Product Marketing magic here at ThisThat! 🪄✨ Joe joins ThisThat from Takumi where he was Paid Media Director. His story within Paid Media and the 'Ad Set' level, if you'll pardon the pun, started with the acquisition of his company Unieed, to Takumi back in 2021. Joe achieved remarkable growth, transforming from zero paid revenue to becoming a significant multi-million-pound revenue stream. What's Joe's game plan, you ask? Brace yourselves for some serious awesomeness! Joe is all set to orchestrate a symphony of demand generation, leading the way in launching our groundbreaking self-serve solution, aptly but temporarily named 'Open.' 🌐🚀 But that's not all – he's also going to be weaving innovative frameworks within our company, ensuring we stay ahead of the curve in the ever-evolving world of influencer marketing! 📈📣 🤿 Now, let's dive into Mo Sharif's magical world of tech! 💻 Ladies, gentlemen and members of the Influencer Marketing and Measurement spaces, meet Mo Sharif, our newest Full Stack Engineer and technology visionary! 🌆🚀 Mo isn't just here to be a part of the tech scene – he's here to redefine it! 💡👾 Armed with boundless creativity, Mo will be the driving force behind shaping the dreamy design and architecture of our front-end and back-end systems. But wait, there's more! Mo's got a whole treasure chest of innovations lined up. Get ready for a whole host of new features and optimisations within our ever-evolving SaaS platform 🚀💻 Mo will be masterminding the development roadmap with our VP of Technology, Dylan Grey who heads up the division, ensuring we're equipped to dazzle and deliver, all while keeping our global brands and influencer marketing agencies in awe. 🌐📱The growth of our tech team comes just weeks after ThisThat picked up Silver in Best Influencer Marketing Technology at the Influencer Marketing Awards. 🥈 🌟 So, What's Cooking at ThisThat? 🌟 Oh, just a sprinkle of innovation here, a dash of creativity there, and a whole lot of fun, all bubbling away at the heart of London! 🇬🇧🏙️ Our vibrant team of just under 30 ThisThat’ers, yes you read that right, are on a mission to change the influencer marketing measurement game and elevate Influencer Marketing to new heights! With Joe leading the charge on demand generation and product marketing and Mo now helping shape the future of our tech landscape, the excitement at ThisThat is skyrocketing says Dom Ivison, ThisThat Co-Founder & "Chief This"🚀🌟 On the appointments Max Osborne, Co-Founder & "Chief That", has said the introduction of Joe and Mo will enable ThisThat to be part of a much wider spectrum of Influencer Marketing campaigns. Not only that but help us better understand the market and the measurement pains from the agency side with Joe now at ThisThat from Takumi. So, whether you're a digital diva or a tech maven, prepare to be dazzled, inspired, and thrilled by the unstoppable force that is ThisThat. We're rewriting the rules, and we're inviting you to join the revolution! 🌎🚀 Stay tuned for all the awesomeness coming your way, as ThisThat marches on towards greatness, one campaign at a time! 👑🌟 Stay innovative. Stay influential. Stay tuned. Yours in Trendsetting Triumph, ThisThat
- Barbie stealing our pink limelight
#Barbie out on Friday. Not necessarily eagerly anticipating the release but it goes without saying the marketing behind this movie has been unprecedented. Projected to make $155m in the opening weekend alone, the stats only get more impressive: 🤝 Mattel partnered with over 100 companies to target a whole host of demographics from gamers to runners to beauty enthusiasts and much more. The aim to retain and excite existing fans and convert Barbie haters to people who might watch the movie. 🎥 Between 2001 and 2021 Mattel released over 40 animated movies featuring Barbie characters. Talk about sparking curiosity, building a movement and hype for a project/product that has been around for 64 years. 🧐 The movie’s marketing campaign wasn’t just about billboards and trailers. It was about immersing the world in the Barbie universe. There have been countless activations from the London Eye turning pink, Margot Robbie's and Ryan Gosling's ad over Love Island breaks imitating contestants, a Love Island contestant actually having a cameo in the movie, to Barbican - a London Tube stop changing its name to BARBIECAN, to billboards simply being pink - everywhere you look Barbie is around in small ways, big ways, in your face ways and discreetly. The multilayered approach practiced OOH, TV, Radio, Social and Influencer distribution to build awareness, change perceptions and drive viewing intent and action, all the while remaining super relevant. Needless to say, pink is now synonymous with Barbie because the marketing has been so effective. Our next challenge is making sure our ThisThat pink becomes synonymous with best in class impact measurement for Influencer marketing campaigns. Well, Barbie, we're just getting started... #pinksinceday1
- 3 New Hires for ThisThat!
London, June 29, 2023 - ThisThat, the leading Influencer Marketing Measurement company based in London, is delighted to welcome three exceptional individuals to our growing team. With their unique expertise, we are confident that Samaksh Gupta, Rosie Edwards, and Jose III Medriano will play significant roles in driving our company's success. The three now bring ThisThat's headcount to 27 at the fast growing startup. Samaksh Gupta joins us as a Senior Backend Engineer, responsible for spearheading technology development at ThisThat. Sam was previously the lead Backend Engineer at a YC backed startup and has an impressive background in software engineering. Joining the tech team led by Dylan Grey - VP of Technology, Sam offers a wealth of experience and a strong commitment to innovation. He will play a pivotal role in enhancing our platform, ensuring that our technology remains at the forefront of the industry. Rosie Edwards assumes the role of Insight Manager, working within the Delivery Team led by Steph Money - VP of Client Services. Rosie will be focusing on conducting brand lift studies and providing measurement and strategic optimisations for sustained campaign ROI growth. With her understanding of market research and analytics, Rosie is well-equipped to uncover valuable insights and deliver comprehensive reports to our clients. Having previously worked at Bolt Insight and Savanta as a Senior Research Executive, Rosie brings extensive knowledge and a keen eye for detail. Clients can expect actionable, data-driven recommendations. We are thrilled to have Jose III Medriano join our team as a Data Scientist. Jose's primary responsibility will be to identify trends within our historical and future data sets, establishing benchmarks for the industry. With a Master of Science in Social Data Science from Oxford University, where he was also a lecturer, Jose brings a solid foundation in statistical analysis and data modelling. Jose's will be involved with the development of data science practices at ThisThat, with a specific focus on automating processes within our platform. As ThisThat continues to evolve and expand, the addition of Samaksh, Rosie, and Jose to our team marks an exciting chapter in our journey. About ThisThat: ThisThat is an Influencer Marketing Measurement company specialising in measuring the impact of Influencer Marketing campaigns using Brand Lift. Working with 80% of the top 20 global Influencer Marketing agencies and brands including L'Oréal, Meta, Amazon and Walmart, ThisThat has established itself as the gold standard for impact measurement within Influencer Marketing - an industry that dominated Cannes Lions Festival of Creativity just a week or so ago.
- Our Co-Founder Dom got the finger from Oatly's creative Director...
I got the finger from Oatly's Creative Director... About a month ago I criticised Oatly's "spam" campaign - a campaign that took Out of Home marketing to new levels of "in your face" billboard marketing driving people to subscribe to the Oatly newsletter. I complained that the billboards had ruined the aesthetic and charm of my local U-Bahn (underground) station - Hermanplatz in Berlin. To be clear I am a fan and loyal customer of Oatly having spent the last three years making thousands of oat flat whites for my girlfriend Anna with Oatly's oat milk. After posting my comments about the "Spam" campaign I didn't expect the following to happen: 🚀 42,000 impressions on my post 😭 A lot of people disagreeing with me 😮💨 Some agreeing with me 👋 The team at Oatly engaging with me in comment threads and DMs But the last thing I expected was to be invited for coffee with Oatly's Creative Director - Kevin Lynch 😮 We spent Saturday morning exploring Neukölln and Kreuzberg (mainly because the cafe I suggested to meet at wasn't opening for an hour and I then had to frantically find somewhere else to talk that wasn't in the rain). Finally indoors, we spoke about the campaign, it's goals, the reactions, Oatly's rise to becoming the market leader within the plant based sector, and some of the incredible marketing strategies used along the way to get there. Later we spoke about ThisThat, our #brandlift capabilities and how we measure the impact of campaigns surveying people truly exposed to campaign content. I even pitched a marketing campaign titled "Blending In" which centred around Oatly's marketing efforts blending in to the environments in which they were placed, encouraging audiences to search for or find Oatly in their day to day lives and posting their findings online. The campaign would be promoted utilising Influencers and had strong foundations as an eco-friendly campaign. I think he took it quite well. I was surprised to hear that Oatly haven't gone all out on #Influencer marketing but would love to see what they come up with in the coming year and hopefully measure the impact of their campaigns (using trusted data rather than my opinions of course). All in all, I wanted to say that while I didn't initially like the "Spam" campaign, I can't commend the team at Oatly and Kevin in particular enough for how they deal with online keyboard warriors like myself. It was an absolute pleasure to meet Kevin and my love for Oatly has grown ten fold! This is a company that behaves like a human as Kevin pointed out to me and I totally see this. Taking the time to speak to your customers and fans is one thing - taking time to speak to those that don't agree with you is another. I definitely deserved being flipped off by Kevin here but I hope I can say that I've made a new friend and definitely someone I look up to within the marketing space. Keep it up Oatly!
- ThisThat expand team with a former Kantar hire Ella Taylor!
ThatThat is pleased to formally announce an addition to their team - Ella Taylor as Insight Manager. Ella joins leading Marketing Measurement company ThisThat at a time of exponential growth (10x from 2021 and again 10x in 2022). Based in London, Ella will be responsible for delivering and developing ThisThat’s brand lift reporting. Ella joins ThisThat from Market Research giant Kantar, a global data analytics and brand consulting company. Ella will report to Strategic Insight Director Steph Money - who previously held senior positions at Kantar, Ogilvy and Streetbees. ThisThat was founded in 2017 by Co-Founders Dom Ivison and Max Osborne. On this appointment, Dom said: "We are looking to maintain ThisThat’s accelerated growth and be the leading force in the Marketing Measurement space. To do that, we need to hire smart and bring on individuals like Ella with expertise in measurement, insight, and marketing. Only by doing this will we be able to deliver excellent. We're excited to have Ella part of the ThisThat family - in my opinion, the single most exciting company within the notoriously boring market research space - something we are on a mission to change up massively” When asked for a comment Ella said: “I have recently joined the ThisThat team as an Insight Manager, after spending three years at Kantar learning the ropes of insight in market research. Cutting through the noise of data and presenting strategic insight that has a real world influence is what I love to do and I’m glad my role at ThisThat allows me to do just that!” Outside of work Ella shares an interest in the wider world like many of the existing team. “I love to travel (as cliche as it sounds), and weirdly enjoy long flights. My favourite country to travel through will always be Thailand, I love the culture, people, scenery and food, it has it all!” What drew Ella to ThisThat? “I have been an avid consumer of all things social media for as long as I can remember - this includes having a One Direction fan account as a teenager! Joining ThisThat has given me the opportunity to combine my interests with my work, and to provide the real (and measurable) ‘so what’ behind campaign results. I couldn’t be more excited for the plans the company has for the future!” Ella fits ThisThat’s mould perfectly says Co-Founder Max Osborne. “Ella like so many in this space are social media native having grown up with these technologies and the culture around them. It has come as no surprise to me that Ella has already established herself as a key team member given her relevant experience and understanding of the space. Individuals like Ella fill me with confidence about ThisThat’s future” 2022 proved to be a pivotal year for the company in securing the foundations for scale. ThisThat picked up Best Influencer Marketing Technology and Industry Choice of SaaS or Technology at the Influencer Marketing Awards and gained notoriety after featuring in numerous publications including Marketing Brew, Talking Influence, Hello Partner and Insider. This year the ThisThat team has also grown to new heights taking on Rawy Figaroa - Paid Media Manager, Dylan Grey - Principal Product Engineer and Steph Money - Strategic Insight Director. ThisThat currently work with leading agencies including Goat Agency, Captiv8, Influential, GroupM, INCA, Takumi, Mavrck, Viral Nation, Digital Voices, The OutLoud Group, The Fifth Group and global brands including Uber, Meta, L’Oréal, PepsiCo and Walmart among others. ThisThat is only getting started. In 2023 the company will showcase its plans to disrupt the space even further. To find out more about ThisThat, head to their website at www.thisthatapp.com
- Influencer marketing brand-lift studies are improving
Out of more than 1,000 Marketing Brew readers surveyed last month, about one-third said they think measurement for influencer marketing has “evolved significantly” over the past two years. By Phoebe Bain September 9, 2022· 5 min read From your first vacation in months to the first sunburn of the season, summer comes with a lot of firsts. This summer, influencer marketers received their very first organic measurement guidelines from the Association of National Advertisers (ANA), just as the ocean became warm enough for people to actually swim in. The guidelines represent a milestone of sorts: Measurement in influencer marketing, an industry that grew to $13.8 billion in 2021, is growing up. So much so, in fact, that it needs rules to follow. Out of more than 1,000 Marketing Brew readers surveyed last month, about one-third said they think measurement for influencer marketing has “evolved significantly” over the past two years.“As any channel starts to grow in popularity and investment, then you start to see a much more demand for rigorous measurement,” Evyenia Lyons, CMO of influencer marketing platform Traackr, explained. There are different ways to approach measurement depending on the objectives, but one of the biggest focuses across the board among experts we spoke to is optimising brand-lift studies to make them more useful for influencer marketing specifically. A brand-lift what? Is that like a ski lift? Brand-lift studies aren’t new—marketers have been using them to measure the effectiveness of TV ads and out-of-home (OOH) advertising for a long time. Essentially, they are dot connectors. They can include a series of questions about a brand, asking things like, “Do you believe X brand is sustainable?” Or, “Are you likely to buy a product from this brand?” Those questions are posed to two groups of people: Those who have been exposed to a certain ad (or, in this case, piece of influencer content), and those who have not. Any difference between those two answers is the lift, explained Natalie Silverstein, chief innovation officer at influencer marketing agency Collectively. The results can help the company make decisions as small as whether to double-down on a certain type of messaging or as big as whether to cut back on influencer marketing spend. Social platforms like TikTok and Meta offer brand-lift studies too, and many large companies have used them to better measure the impact of influencer marketing campaigns. How have they changed? “Brand-lift studies were not part of the conversation in influencer marketing five years ago,” Tim Sovay, chief BD and partnerships officer and COO at influencer marketing software platform CreatorIQ, told us. Now, that seems to have changed. It’s possible that, as marketers have begun to understand how influencer marketing differs as a marketing channel from more traditional ones, they’ve been able to create more refined types of brand-lift studies that cater specifically to the field. Adjusting questions “to account for the fact that creators are not machines, and not every piece of content that they produce will be equally successful” is one of the bigger-picture ways marketers have refined these studies, according to Ali Fazal, VP of marketing at creator management platform Grin. The approach is often different, too. “Typically, brand-lift studies from TV or terrestrial ads focus on three things—recall, consideration, and interest in the brand being studied,” he told us, noting that the questions in those studies typically ask if customers can recall the brand, its name, and what the ad was about. Traditional brand-lift studies might also ask if the ad made them consider buying the product. “With an influencer marketing brand-lift study, questions go a level deeper,” he said. Those questions might focus more on brand affinity, or how consumers feel. For example, “is the brand cool? Is it viral? Is it modern?” “These questions focus less on what consumers remember, and more on a brand’s overall or social appeal,” Fazal told us. In an influencer marketing brand-lift study, he said, the questions focus on the full picture rather than just the ad itself. “This measures the true depth of impact that creator marketing has,” he said. Zoom in Companies like ThisThat, a UK market research firm specialising in brand-lift studies for influencer marketing, aim to help marketers better measure this space. Max Osborne, ThisThat’s co-founder, said that the company has partnered with Meta, major influencer marketing agencies like The Outloud Group, and media agencies like GroupM. He told us ThisThat’s revenue has grown tenfold “two years in a row and shows no signs of stopping,” although he did not share figures. Influencer marketing brand-lift methodology used to be copied and pasted from TV-specific ones, according to Osborne. In those instances, a panel of consumers of a certain demographic (think: age, location, gender) would be forced to watch a piece of content, and that would be the “test group” for the study, Osborne explained. The researchers would refer to that group as the advertiser’s target audience, but according to Osborne, that doesn’t exactly capture how an influencer’s followers and fans might react. “You really want to survey the creator’s audiences themselves, because their response to a creative is very different to a random audience,” he said. “They’re fans of the influencer, they might have seen historic content, which gives them a particular know-how or context to that piece of content,” he told us. Perhaps the reason why people might come to companies like ThisThat, then, is because they could want a brand-lift study where the test group is the influencer’s followers, rather than a broader demographic. “It’s better quality data,” Osborne said.
- ThisThat's Influencer-Led Research
ThisThat have developed a new form of market research they are calling Influencer-led research. Influencer-led research is all about asking the right questions to the right audiences and helping brands and people become more connected. Asking the right questions to the right audiences may sound simple but believe it or not, market research agencies have been getting this wrong time and time again. Here’s why… Let’s start with the right questions. Normally when you want to research a topic or group of consumers you’ll either create your own survey or go to a market research agency. Market research done in house usually leads to countless opinions being offered by multiple stakeholders all wanting to have their input on the survey design. This makes for a slow and convoluted process with no clear research objective in mind. Market research agencies on the other hand will more often than not give you an expert on a certain subject matter and you’ll assume your in safe hands. However these experts have an ingrained understanding of historic trends but are by no means the trendsetters. Expect a survey that states the obvious, usually at great expense. Using historic trends as a benchmark will no doubt lead to a survey that fails to uncover the insight you are looking for in the immediate and as a means to tap into the trends of tomorrow. When looking to survey the right audiences we enter another realm of difficulty. Market research agencies and indeed platforms like Survey Monkey rely entirely on panels. A market research panel is a pre-recruited group of individuals who have essentially agreed to take part in studies such as online surveys, in-depth interviews (IDIs), focus groups, mobile ethnographies, or even in-home usage tests (IHUTs). Panels are typically made up of around 100m respondents but sources within tell us that the active user-base of most is around 20% of what’s advertised. They are made up largely of people wanting to earn a small income for answering surveys on a regular basis and this tends to be stay at home parents, students and people on low incomes. Upon sign up to a panel you’ll be asked to provide basic demographic information including your age, location, gender and income. From there, the platform will notify you when you qualify as a target audience and you can earn anywhere between £0.05p to £20 for answering a survey. This usually depends on the length of the survey and time taken to complete it. However, while 20 million panelists may sound like a large number, this figure by no means represents society as a whole. In our experience we have found panels to be extremely limiting. For example we were looking to source a group of respondents from the queer community in New York but sadly this wasn’t possible even on the largest panel globally. What a shame that we couldn’t connect with such an important group! You’ll find yourself limited, using groups to build numbers for a survey respondent pool but ultimately you’ll be sacrificing the quality of the data. On top of this, while basic demographics are important, they hardly sum up an individual. Look at Prince Charles and Ozzy Osbourne for instance. Both were born in 1948, both grew up in England, both were married twice, both are extremely wealthy and both even like dogs. However, the two couldn’t be more different! Growing evermore frustrated with existing solutions we decided to launch Influencer-Led Research in early 2022 following huge success of our influencer focused brand lift offering. So how do we ask the right questions to the right audiences and make brands and people more connected? It all starts with highlighting influencers for what they really are. Influencers are not just reality TV stars, models and silly online buffoons. The large majority are smart, business orientated, loved and respected by their audiences. To be an influencer is to be someone of influence and growing a community that engage with content on a regular is no easy feat. That’s why at ThisThat we say that influencers are the thought leaders, the trendsetters, the community representatives and people with genuine influence. When honing in on a topic for a research study it is important to distinguish influencers from market research analysts. It’s an understanding of historic trends with market research analysts v.s people with their finger on the pulse of a community with influencers. Almost as though they have been democratically elected to be the voice of a movement, a belief system or the face of a brand in their own right. So how do we do it? Influencer-led research is a two phase process and we use design thinking as a framework for this kind of research. For those of you unfamiliar with design thinking - it stems from a phase of divergence followed by a phase of convergence. In step one (divergence) we look to expand on hypotheses originally identified by a brand or agency and hone in on new ones through a series of focus groups held with the pool of influencers. The job of the influencer is to highlight new ideas and clarify which sub-topics are worth exploring. The end result is a more refined research brief and therefore a more concise and guided survey design. In effect we ensure we are asking the right questions. At ThisThat we typically work with between 4 and 20 influencers per research study and host focus groups with between 4-8 individuals at a time. Once the survey is designed off the back of the qualitative research we move to phase 2. Phase 2 looks to converge. Here we are looking to validate or invalidate the hypotheses generated in the focus groups. Critically we need to ensure we are asking the questions to the target audience and we need to ensure this is the right audience. Who better to ask therefore than the actual audiences of the influencers? These are people that have shown an interest in the subject, a group of people that share the same interests, beliefs and mannerisms. Forget basic demographics like age and location (although these can still be included in the survey). Instead target people based on super-defined niches. It could be F1 fans that follow former drivers or race correspondents, people looking to become more financially independent who follow influencers that share financial education content, aspiring entrepreneurs that follow Stephen Bartlett or first time parents that follow pages related to motherhood or fatherhood. No matter how niche the subject is you are bound to find influencers and communities to survey. Put simply, panels have access to 20m people - going through social opens your pool to 4.5bn active social media users. Influencer share content with a link to the survey incorporating a call to action like “swipe up to have your voice heard” and from there are taken to the ThisThat survey interface. Data is collected quickly ensuring the insight we provide is relevant. Like with our brand lift offering we can also use paid media to target groups making the process even faster and just to be extra safe we also have partnered with the world’s largest panel just in case you want to blend how you source respondents. So what are you left with? Working with us you’ll show that your innovative, you care about asking the right questions to the right audiences and most importantly you’ll demonstrate to your fans and customers that you are listening to them. The strategic insight presented in the form of a qualitative focus group deck and subsequent quantitative deck will help shape your brand and help you stay ahead of the curve. Off the back of this you’ll also have the foundation to create a host of marketing content too. All in all, your brand will be more interconnected with your target audience and consumer base. ThisThat’s mission is to create a world where brands are accountable to people and people shape brands. If you want to find out more, head to our website at www.thisthatapp.com
- THISTHAT WIN GOLD (TWICE)
ThisThat wins Best Influencer Marketing Technology and Industry Choice of SaaS at the 2022 Influencer Marketing Awards. The two awards cement ThisThat’s leading position as the new standard in insights and measurement across social media. Industry Choice of SaaS marks an especially prestigious win as, it’s the only prize voted for by peers and agencies in influencer marketing. ‘ThisThat’s technology is the first of its kind within the industry. The team are passionate about what they do, and this shows in their product. It will be really exciting to see how the product progresses from here’ - Talking Influence. The industry was not alone in recognising ThisThat’s contribution to reinventing measurement excellence across social media. It was an independent, international panel of thirty-five judges concluding that ThisThat has the Best Influencer Marketing Technology out of hundreds of thriving businesses. “We have been developing our technology for almost five years now and we are incredibly proud of what the team have achieved. To be recognised amongst the leading platforms and agencies is a testament to the importance of constant innovation” said Max Osborne, one of two co-founders of ThisThat. Dom Ivison, ThisThat’s second co-founder said he was “over the moon with the amount of support for ThisThat. We are on a mission to elevate influencer marketing and awards like these will no doubt serve as an important milestone in helping us achieve our goals - the team and I are very grateful for all the support the industry has shown and we look forward to working with many more of them going forward." Connecting with brands, agencies and influencers and working to solve key challenges is what motivates the ThisThat team to get out of bed in the morning. Dominic Ivison: “over the last two years, we have seen that ‘accurate measurement’ has consistently been labeled the number one challenge faced within influencer marketing. ThisThat want to provide the best possible solution for brands and agencies. To help them address questions such as how much resource to allocate towards influencer marketing, which platforms are most suitable for their campaigns, what messaging works best and a multitude of other KPIs. The added bonus is that we also measure true impact on a creator level, meaning for the first time influencers can accurately account for their individual impact and use this data to optimise campaigns going forward and pitch for new work. Effectively our solution works across all platforms, stakeholders and objectives within a campaign.” The social surveying technology company was launched by Dom Ivison and Max Osborne in late 2017 with the mission of bringing more transparency and better measurements to digital and influencer marketing. If you’d like to reach out to ThisThat you can do so via this link. The panel of judges at the 2022 Influencer Marketing Awards Included: Alexander Theriaut - Zalando SE Marketing Strategy Lead Allen Mao - Collectively IncAssociate Director Strategy Beckii Flint - Pepper Studio Director, Co-Founder, Head of Marketing & Communications Becky Owen - Meta, Head of Branded Content, EMEA Charlotte Williams - SevenSix Agency Founder Chiara Dal Ben - FLU Marketing & Innovation Director Christie Childers - Best Day Ever, Influencer Marketing Consultant Claudia Vine - Moose Toys, Head of US Influencer Relations Dani Hunter - Exposure, Head of Influence Danielle Goodall - Volvo Car UK, Advocacy & Partnerships Lead Daren Dixon - Above And Beyond, CEO Dmitri Cherner - Ruggable, Associate Director, Influencer & Partnerships Emily Davis - Wella, Head Of Brand & Corporate Communications Emma Louise Ryan - ELRY AGENCY LTD, Founder and Managing Director Erza Efiera Binti Razak - foodpanda, Specialist, Brand Media and Influencer Marketing Giedrius Petraitis - Surfshark, Head of Influencer Marketing Grace Fung - COTY UK & I, Influencer Marketing & Comms Lead (Luxury) Hedvig Algotsson - Wildfire, Account Director Holly Morran - Cure Media, Marketing Manager UK Inna-Pirjetta Lahti - PING Helsinki, Head of Inspiration, CEO James Silverstone - Billion Dollar Boy, Account Director Jason Falls - Cornett, Senior Influence Strategist Jennifer Quigley-Jones - Digital Voices, CEO and Founder Julien Wettstein - LinkedIn, EMEA & LATAM Head of Creator Management Keeley Harris - Lorna Jane Activewear, Influencer Marketing & Social Media Specialist Lucy Chaloner - M&C Saatchi Social, Head of Talent Lucy Loveridge - YMU, Managing Director, Social Mark Dandy - Captivate Influence, Influencer Marketing Specialist Megan Atherton - The Hut Group, Head of Influencer Marketing Neika Colbourne - BFA Industries IPSY, BoxyCharm, Refreshments, Madeby Collective VP, Creator Partnerships & Experiential Niki Herring - Channel Mum, Director Ryan Bares - IBM, Global Influencer Marketing Lead Salvatore De Angelis - Nielsen Entertainment, Head of Digital, International Scott Guthrie - Influencer Marketing Lab, Professional Advisor Sedge Beswick - SEEN Connects, Founder & Managing Director Shirin Nazemzadeh - AFK Group, Head of Agency Relations & New Business Simone Stevens - Independent Influencer Consultant Stevie Johnson - Disrupt, Managing Director Tom Haughton - The Global Fund, Head of Creative Partnerships Tyson Black - Kairos Media, Account Director Vik Khagram - Ketchum, Senior Account Director - Social & Influence Zara Waqar - 2K, Senior Global Influencer Marketing Manager Click here to see the Talking Influence article of the night
- Spring is in the air at ThisThat
ThisThat Beefs Up Leadership Team With New Managing Director. Exponential Growth Seen at the Company. Influencer Marketing Awards. ThisThat shortlisted for: ⭐️ Best Influencer Marketing Technology ⭐️ Industry Choice of SaaS or Technology This is a huge honour. Just last year ThisThat was a 6 man team. This year our startup has grown exponentially, now 24 super talented individuals on board, working on some of the biggest campaigns in the industry. A huge congratulations to the team at ThisThat and we look forward to the awards ceremony on the 9th of June in London. Get your tickets now! Stephanie Hoppe Joins ThisThat This week, we officially welcome Stephanie Hoppe, our new Managing Director. As MD, Stephanie will play a key role in sales, operation and growth and, ultimately, be a vital guider for ThisThat. Check out our feature in Talking Influence authored by Neve Fear-Smith. Where did Steph first hear about us? She initially came across Max and Dom after listening to an episode of Scott Guthrie’s The Influencer Marketing podcast and was ‘blown away’ by ThisThat, seeing the company as a ‘genuine market disruptor’ through making surveying fun and bringing it into 2022 by making it applicable to social. Why did she join? In a filmed interview introducing herself (and her lovely dog Monty) she tells us; ‘the idea behind ThisThat is completely novel. What ThisThat does is give a voice to 4.5 billion people on social media, by surveying influencers and their audiences in a really fun & innovative way’. You can watch Steph's joining video here. Steph's Background Having run companies, managed sales and serviced teams for over 15 years, our new managing director brings a wealth of knowledge and experience to the team. Steph started her career in finance and most recently was heading up EMEA operations at Captiv8. A very exciting journey lies ahead at ThisThat! ThisThat at IMS NY Last month our Co-Founders, Max and Dom, travelled to the Big Apple for two weeks of networking, event attendance and paneling at the Influencer Marketing Show. What did we get up to at #IMSNY22? Alongside Kim Garcia (CMO at Tagger), Sara Joy Madsen (COO at Takumi) and Jordan White (creator @hautehouseflower), Max took the Green Stage for the ‘Let’s Circle Back: Why Future-Forward Campaigns Need a 360 Degree Process’ conference talk, discussing data management, measurement and strategy. The panellists shared how data underpins everything in a campaign from talent discovery, audience targeting, creative strategy to platform specificity - the perfect recipe to achieve maximum ROI for brand and agency goals. IMS attendance not only contributed to the continued zeal we feel to be part of the influencer marketing community, but also reaffirmed the huge need and demand which there is in the sphere for ThisThat - further impulsing our drive and vision. Our US Expansion 🇺🇸 In the next year ThisThat will be opening an office in New York to support ThisThat's already growing US operations. We had a great time catching up with several agencies while in New York including Digital Voices, Influencer, Tagger, Takumi, Social Chain, Captiv8, Mavrck, Impact and brands including Meta, Only Fans, L'Oréal, Snap and many more. The US is where we want to be. Watch this space... Dylan Grey Joins TT We're super excited to welcome Dylan to the team at ThisThat as our new Principal Product Engineer. Dylan joins at a really exciting chapter in ThisThat's journey and we can't wait to see what he builds over the next year. Welcome to the team Dylan! ThisThat Series Check out ThisThat on Youtube as we share stories everything Influencer Marketing, Insight & Analytics and our journey growing ThisThat. Episode #3 - Ways To Measure Impact is out now featuring Luke Townsin from TikTok, Luke Nemorin from Tagger and Jim Meadows. See more Nina and Jess Promoted to Art Director and Senior Graphic Designer We are so thrilled to announce the promotions of Davina (Nina) Pulis and Jess Bradshaw to Art Director and Senior Graphic Designer! Nina and Jess joined ThisThat a year and two weeks ago (to be exact) through The Kickstart Scheme. As if by fate, they were both hired separately - unbeknownst to us during the selection process that they were, and still are, in a relationship! Jess and Nina quickly became the dream graphic designer duo at ThisThat and their hard work, vision and determination have, evidently, paid off. We are very excited to continue witnessing the incredible creativity of Jess and Nina - they have been foundational to ThisThat’s growth. Over and out, ThisThat
- Where can startups find funding?
Our first investor With our MVP in hand and some slow but steady traction on the user side, Dom and Max went in search for investment. With no prior experience in raising, the two were somewhat lost. A contact of Dom’s based in London announced on LinkedIn that he was actively looking to invest in startups. Dom and Max saw an opportunity and without hesitation booked trains from Edinburgh to London to see if they could come back with some capital. Up until now the two had been surviving on the bare minimum but in order to grow they knew investment was key. The pitches went relatively well bar some nerves and a few slip ups (they were new to this after all). The two rattled through meetings one after another, learning and improving as they went on. A week had passed and the two headed back to Edinburgh. After an apprehensive wait and extensive due diligence processes, the feedback from one particular investor was probably the most exciting news we’d had to date. Our first Angel asked for an agreement to be drawn up for a £100k investment. At this early a stage £100k is a huge amount to invest but was testament to what the two had built with such limited resources prior. Top Tip Note to the startups out there - use your networks! At best you’ll land a deal, at worst you’ll be given feedback and critical information on how to improve. This whole process takes time to learn and it only gets more difficult as you progress through the rounds. How to find investment In Episode 1 of A Little Bit of This, A Little Bit of That, Dom spoke with Ivan Tan - Founder of Humant Lift; a marketplace library for creatives and publishers to discover and license influencer stock content. Ivan admits finding capital is difficult but money is out there - “you have to get creative in how you find it”. Ivan followed in many other’s footsteps in creating a deck and uploading it to a wide range of early-stage VCs and accelerator’s infamous “upload your pitch deck here” portals. However he tell us that in reality, 90% won’t reply. In our own experience we have heard stories to back up Ivan’s claim, understanding that some VCs receive in excess of 2000 pitch decks a day! So how did Ivan counteract this catch 22? He starts off by telling us he approaches other founders and ask them about their experiences. Ivan makes a good point - the startup community is largely very friendly and at least in our own experience we have benefitted from advice from other founders and likewise, many have benefited from our advice. In fact Ivan reached out to Dom asking what it takes to join APX - one of Europe’s leading early-stage VCs backed by Porsche and Axel Springer. ThisThat had joined APX several years prior. Ivan and Humant Life have since accepted APX’s terms and look like they’ll have a very promising 2022 as a result. Ivan speaks about a Karma Circle - founders helping founders and that you shouldn’t worry about expecting anything in return as more than likely you’ll have something positive come back to you in a roundabout way. Ivan does then get more crafty in his methods - he speaks about finding other startups in a similar space to you and researching them on platforms like Crunchbase. Crunchbase is largely a space where startups go to show off their impressive list of investment rounds and participating investors. What better place to find a strategically aligned investor for yourself! From there, its child’s play - simply add the investors on LinkedIn and get talking. Our experience with APX At ThisThat we followed the Accelerator route and couldn’t recommend joining one highly enough. APX, formerly an accelerator program, now VC that still offers the world class support we experienced. Our offer was a 3 month intensive, tailor-made program for the team at ThisThat, €50,000 in investment and 6 months of office space. To this day we are supported by APX and have benefited from having them on our side. The training, mentorship and access to their incredible database of contacts really helped in professionalising ThisThat and fostering growth of the company. "This kind of support was worth multitudes more than the initial investment" says Dom Ivison - ThisThat Co-Founder. Closing note De-risking your investment round is of great importance. Spend time preparing for your round and carry out tasks set out in the due diligence processes by your investor to a high degree. Doing so will provide confidence in the procedure and reassure your investors that you are capable of executing your vision. Once you’ve got your terms sheet it’s best you seek legal advice and while budgets may be small, this is a good time to establish a relationship with a law firm and an accountant as you’ll no doubt need their services imminently and well into the future.
In this first episode we wind the clocks back four years to the ideation stage at ThisThat and reminisce about our journey thereafter. It’s in doing projects like this one really thinks about how much has goes into to establishing a business. The episode explores how two founders met (in a pub), their excitement in not only discussing a new business venture but also exploring what’s wrong with existing solutions, the hard grind of securing investment, building an initial team developing a product (slowly) and eventually finding a market to launch it to. Dom and Max got stuck into this project because of their distaste for surveys, exaggerated by their inundation of requests to fill out surveys for friend’s dissertations while studying at the University of Edinburgh. Let’s be real, surveys are/were particularly boring so what better, and more difficult challenge it was to set about making surveys fun. The two started off in a tiny office (Dom’s storage room in his Edinburgh student flat) sharing a desk and graffitiing the walls with drawings of their platform. Lines connected page to page indicating how a user might navigate the platform - an app. Taking inspiration from the popular dating app Tinder, they decided to make surveys fast and easy to complete by limiting answer options to two choices. Swipe left for this and swipe right for that. The name ThisThat was born. How did the two become founders? Dom had always been entrepreneurial. At school he was the guy that sold sweets to his class mates knowing all the money they had was spent on sweets. At university he set up IVI - an events company knowing students spend all their money on nights out. Dom is a people person, has big ideas and tries to get his team behind them wherever possible. As a first time founder with limited experience and even more limited cash, the prospect of growing ThisThat was all the more difficult. But Dom has never shied away from a challenge. He had a good idea and knew it would take a killer Co-Founder to make things happen. He found that in Max Osborne. Max is a leader, a self-taught programmer, data scientist and mathematician. He’s also very good at business and works well with people, making him a rare breed. Unlike Dom, Max has an insane attention to detail, lives and breathes strategy and isn’t afraid to call people out. Together they are a bit of a Yin and Yang, or, a bit of This and a bit of That. With some money saved up from a prior events company Dom ran he was able to support himself and Max on salaries of £10k a year to begin with. The two lived modestly earning extra cash on the side. Max worked in an after school teaching club and as a tutor earning up to £30/hour taking advantage of flexible work hours. Dom worked part-time at Amazon Flex working in an Edinburgh warehouse packaging and delivering parcels from his VW Polo. The two had enough to get by and still had enough hours in the day to focus on ThisThat. In the early days Max saw ThisThat’s potential as a data company and quickly gravitated towards the product side of the business. Dom focused on raising, ThisThat’s marketing, and user growth. Together the two set off on a mission to make surveys fun. Check out Episode 1 of A Little Bit of This, A Little Bit of That to learn more about ThisThat.
- Is your brand capitalising on content marketing post-pandemic?
Original source: The Drum The pandemic prompted a huge shift in consumer behaviour, with data from McKinsey suggesting that digital adoption leaped forward five years in just a few weeks in 2020. Many brands are still hurrying to catch up with the huge changes forced upon them during the last 18 months. The challenging lock-down periods saw two-thirds of consumers explore new ways of shopping, and their expectations flipped – entire customer experiences suddenly had to be transformed. Gyms went digital. Supermarkets became delivery companies. Michelin-starred restaurants turned into meal-kit retailers. Convenience is so ‘yesterday’ As global consumer outlook shifted almost overnight, ‘quality’ and ‘purpose’ eclipsed ‘convenience’ or ‘availability’. Meanwhile, the old normal was rejected. Trust in social media plummeted to 35%. Less than two in five people believed businesses were successfully putting people before profits. By October 2020, 86% of people globally said they wanted to see the world become more sustainable and equitable rather than return to the pre-Covid status quo. Rising to the bigger social challenge A small number of brands have been quick to respond to this new sense of social purpose, launching campaigns to support health workers and provide disadvantaged children with free meals and homeschooling technology. Coca-Cola, for example, paused its marketing spend in 2020 to focus on relief efforts, then returned with Open Like Never Before, a collaboration with George the Poet. The campaign urged people to maintain and embrace the positive changes of lockdown, and provided tools and budget to enable hard-up hospitality venues to share their stories and promote their businesses on social media. But for many brands, the current challenge is to maximise digital investment to create opportunities and stand-out digital experiences that promote a return to growth. Invariably, this requires a completely new approach to digital planning. Fortifying your brand with enhanced content marketing As brands emerge from the pandemic and embark on the process of rebuilding, it’s clear that many marketing strategies are in urgent need of redesign. It’s not simply about shifting budget away from the hubris of brand advertising to richer, more human storytelling. Succeeding in this new consumer landscape means smashing down the walls between marketing, digital, sales and CRM. It means reimagining teams and processes, embracing experimentation and embedding resilience. Change can be painful, and there are undoubtedly more tough times ahead, but the opportunities have never been bigger for the brands that embrace agility and empathy – the cornerstones of sophisticated content marketing. Original source: The Drum