The #ad posts on your feed may look relaxed, personal and spontaneous but behind many of them is a carefully planned campaign, a detailed contract and, in some cases, a seven-figure fee.
For Charlie Bowes-Lyon, the co-founder of Wild, a refillable natural deodorant, influencer marketing has been a huge part of the company’s success and he calls it his “secret sauce”.
Wild, which was bought by Unilever last year, uses high-profile names including Stacey Solomon, Emma Raducanu and Molly-Mae Hague to promote its products on Instagram.
Bowes-Lyon says the brand has spent millions on its partnership with Raducanu and hundreds of thousands on campaigns with Solomon and Hague.
