A win-win partnership

7.23.2018

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Nowadays influencers play an essential part in communicating for the brands which are increasingly looking to them to promote their products and services. Based on this observation, and a desire to develop a healthy relationship with them, our Group has created an Influencers Collaboration Charter. 

Influencers… All the brands are falling over each other to cash in on their influence over their communities.  But what good practices exist concerning influencer relationships? The return on investment of these partnerships is sometimes difficult to measure.

Last March ibis shared its feedback with you following its collaboration with the influencer Alex Vizeo for the Snap’Eyes by ibis operation. It recommended choosing an influencer according to his communication aims, establishing a relationship based on trust, giving him freedom and avoiding being ever-present. Best practices which seem obvious but are not always put into action!

The starting point for discussion

In order to install a real relationship of trust based on transparency and professionalism with its influencer partners and their audiences, our Group has created an Influencers Collaboration Charter. A project that is part of our CSR policy.

The objective of this charter is therefore to frame collaborations with influencers within our Group with, on the one hand, the commitments of AccorHotels and, on the other, the commitments of our influencing partners... A two-way relationship!

"Influence is not currently a profession, but it should be!" says Tiphaine Hecketsweiler, Chief Communications Officer at AccorHotels, "and the brands have a responsibility for this." 

A team effort

To ensure that the Charter corresponds as closely as possible to everyone's needs, our Group has developed it hand in hand with those most affected: the influencers (Audrey Zinger, Alex Vizeo, etc.). During dedicated working sessions bringing together profiles from all platforms, they were able to participate in its reflection.

And because the world of influence is constantly evolving, the text is intended to adapt to new practices and trends...

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