The #ad posts on your Instagram 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. Charlie Bowes-Lyon, co-founder of Wild, the refillable natural deodorant brand bought by Unilever last year, calls influencer marketing his "secret sauce". Wild has spent millions on its partnership with British tennis star Emma Raducanu and hundreds of thousands on campaigns with Stacey Solomon and Molly-Mae Hague.
Influencer marketing is now such a big part of Wild’s business that it employs a team of more than 20 people solely dedicated to it. The company’s yearly influencer marketing budget is just under £10m – “but next year that may double as we look for larger brand ambassadors,” says Bowes-Lyon. How much the company spends on a single influencer "can vary from £100,000 through to millions if you want a top-tier celebrity", he adds. A lot depends on the depth of the campaign: a one-off post costs less, but typically both sides want to develop a longer-term relationship.
“Wild spends millions on celebrity Instagram posts, with fees up to £1m, as influencer marketing drives brand growth.”
Raducanu, Wild’s current brand ambassador, has been working with the brand for the past year. Bowes-Lyon says: "We've done tons with her like full day shoots in New York, lots of posts and stories on Instagram and she even came in to create her own deodorant scent." He insists that for these high-profile figures, money isn’t the primary motivator: "These celebrities aren't strapped for cash so it's not really about the money for them, it's more about whether the brand is a right fit."
Despite the eye-watering sums, Bowes-Lyon says the general public is often shocked by what influencers earn. "When I tell people influencers make £2,000 for a single post, they are shocked, never mind the fact some are making £50,000 for one post."
Hannah Campbell, founder of One Twelve Agency, says brands are turning to influencers over traditional adverts because "they do actually influence". "They have built audiences and communities that trust them, and the old adage 'people buy from people' is true. Consumers, especially younger audiences, aren't engaging with traditional media but they do follow and engage with their favourite influencers daily." Katy Howell, director at marketing agency Rethink Social, adds that paid ads "don't necessarily corrupt a recommendation".
As Wild prepares to double its influencer budget, the question for competitors is whether they can afford to stay out of a game where a single Instagram post can cost as much as a house.