MKTG3625 Chapter Notes - Chapter Case3: Chiara Ferragni
Document Summary
Clear sense of identity: from the beginning of the project ferragni and her boyfriend pozzoli both made sure that the only advertising and product placements on the blonde. Ferragni had a couple high paying opportunities really early on that she avoided because it didn"t fit with her. Style and she wanted to stay true to what her followers identified with. This is an excellent way to maintain popularity because she didn"t sell out quickly. Influencers are uniquely positioned because people don"t view them as advertisers or sales people - they"re more like friends or mentors who show people with similar interests products they may not have heard of or hadn"t considered buying. This unique position is what made them so popular when people got tired of mistrusting advertising, but had ferragni chosen to promote products she didn"t support she could have lost this status.
