Among other things, they take too long to undress, as illustrated by Elias Riadi in this one of a satirical series.
Aw, it’s a tough life being an influencer: Half-Moroccan, half-Cyprian influencer Elias (co-founder of YouTube streetwear channel PAQ) gets in a tangle at just the wrong moment in this fun half-minute spot that’s part of Diesel’s #BeAFollower campaign.
Bloody Osiris and Kristen Noel Crawley are a couple of the other young names who’ve lent themselves to the clothing company’s offbeat approach to the trend of brands using influencers to sell the rest of us stuff because we love the way they are and trust what they tell us. Be A Follower is, in turn, part of Diesel’s broader Successful Living slogan, which suggests that simple enjoyment of life is the ultimate in success.
Many still in their teens, influencers used to be the new celebrities in marketing terms. Thanks to their accumulation of masses of social media followers, they commanded red-carpet treatment and lucrative contracts as brands and advertisers scrambled to connect with their fans through product endorsement. Just a few months ago, the brand/talent partnership platform Celebrity Intelligence was rebranded as Influencer Intelligence.
A lot of influencers have gone on to start their own companies, using their skills and connections to get out of the blocks and up to brand status themselves with breath-taking speed. And we all know – or live with – teens and pre-teens who are already applying incessant perfectionism to reach their goal of becoming a loaded influencer.
But is the golden age of influencers over? There are those in the marketing biz who think the trend has topped out and is now on the wane. As in traditional advertising, there’s a trust issue creeping into their activities: inflated follower stats and endorsement of products or services that go against an influencer’s perceived values in his/her fans’ eyes have contributed to this.
Now Italian firm Diesel cleverly turns the tables with the help of some of today’s most popular influencers. Slick, fun, it’s la dolce vita, right? And that’s one influence we all want to be under.
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