66Agency: Building an Influencer Marketing Firm
(6 pages of text)
Six years after its inception, Montréal-based social media marketing agency OVRGRND started a sister company, 66Agency, to tackle the growing need for brands to use Instagram influencers for their marketing needs. The new 66Agency acted as a facilitator between brands and influencers. However, the demands of managing people—the brands on one side and the influencers on the other—had become a burden that was distracting the agency from its original intention, which was be a social media marketing company. In May 2018, the company was looking for a creative business plan that would allow it to facilitate interactions between brands and high-quality influencers quickly and efficiently, while still ensuring that all parties were happy.
This case is tailored for an advanced undergraduate-level or graduate-level course on digital marketing, and it should be used as complementary material for discussions on the changing landscape of advertising and marketing in general. Students should have basic knowledge of marketing before discussing this case. The case explores several key issues related to social media marketing and finding creative digital marketing solutions. After completion of this case, students will be able to do the following:
- Describe the world of social media marketing agencies and their role in the advertising industry.
- Analyze the agency's opportunities in a new and developing advertising landscape.
- Identify the balance between resource optimization and service quality control in a social media marketing company.
- Explain how to establish a digital marketing strategy to improve the situations of all stakeholders.
Information, Media & Telecommunications,
Canada, Small, 2018
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