Influencer Marketing Campaigns in Modern PR

Influencer Campaigns for Strategic Media Marketing

By Jack Shea

Adults are living media-centric lives with nearly half of every day spent consuming media on screens and smart devices. Social media drives this media-centric lifestyle, and the influencers are the celebrities of the digital movement. Influencers open the doors to consumer trust, and brands need to incorporate influencer campaigns into their PR and marketing to reach larger audiences.

“Influence causes an effect or changes behavior… It's not just about generating brand awareness or recommendation: influence now extends to multiple disciplines within the brand to unite previously disparate groups to complement and impact sales, satisfaction, and retention.” Brian Solis

Brands that invest in influencer campaigns are investing in the future of their companies. In fact, 63% of millennials connect every day on social networks and consume less and less traditional channels such as radio, TV, and newspapers; therefore, social media networks, the home of the influencers, are crucial to modern marketing.


Defining the Influencer

There are several ways to classify influencers, and the Oxygen group classifies influencers into three categories:

    • Famous celebrities: the most visibility and can have millions of followers (note: more visibility doesn’t mean more credence amongst followers)

    • Large-Scale Influencers: high visibility to a broad audience

    • Small-Scale Influencers: fewer followers but have a niche audience with high levels of interactions and engagement. They can have as few as one thousand followers, but these influencers are usually closer connections of their followers who have high levels of trust in the small-scale influencers.

Relationships connect marketing teams with Influencers

Influencer campaigns are successfully implemented when the campaign organizers establish long-lasting relationships with the influencers. Kellogs exemplifies strategic partnerships with influencers in its use of influencers as agencies. After building relationships with influencers, influencer marketing can take many forms. It can be an announcement of an event on an influencer’s account page, product placements, and any organized interaction between a brand and influencer.

Creativity is the answer

The key to a successful influencer campaign is creativity in the visibility of the interaction between a brand and influencer. A brand's utilization of the influencer is an investment in the consumer’s experience with the brand. Modern agencies understand the need for creativity in marketing campaigns, which is why Oxygen establishes relationships with influencers for brands in every industry. Contact Oxygen to learn how your brand can develop its marketing with an influencer campaign.


Collision 2019 - What We're Excited For

Collision 2019, billed as the anti-CES, is just a few days away and Team OXYGEN will be on the ground in Toronto. The city plays host for the first time as the conference hopes to attract a more international audience going forward after moving up North from New Orleans.

And attract it has! 25,000 attendees are expected to descend upon Ontario’s capital to rub shoulders with the likes of Justin Trudeau, Seth Rogan, and Ev Williams, and many more notables. In anticipation, we thought we’d share a short list of sessions that caught our attention.

So without further ado …

Opening Night!

Collision opens with a huge event at Toronto’s Enercare convention space, with talks by Justin Treaudeu (the most handsome PM of them all) and Seth Rogan, who will talk about Canada’s burgeoning cannabis industry. Toronto’s Mayor, John Tory, will also address attendees.

Joseph Gordon-Levitt!

Actor, director and cofounder of HITRECORD, Joseph Gordon-Levitt discusses the next chapter for the creative online community of over 700,000 people, and emphasizing creative collaboration over self-promotion.

The “Third Rock from the Sun” star recently raised $6.4 million to help match creative collaborators as an alternative to the traditional Hollywood production house.

Ev Williams! And Kara Swisher!

On Tuesday the dean of American tech journalism, Kara Swisher, sits down with Twitter co-founder and current Medium CEO Ev Williams on what’s next in social media. With criticism of Twitter as the ultimate platform for trolling and hate speech, it should be interesting to see what Ev thinks about Twitter’s infamy and whether or not it can be brought back into the light.

PlayStation’s Main Man!

As a huge gaming fan, I’m very excited to hear from PlayStation’s Shawn Layden. From heading up PlayStation’s 13 development studios to pushing the boundaries of PSVR, Shawn takes dreaming up new game-play frontiers very seriously. Perhaps we’ll even get a surprise PS5 demo? We’ll be at the Centre Stage on Tuesday afternoon to hear this one.

Spooky Action at a Distance!

Quantum computing is a mind-bending concept that’s beginning to take shape in reality, and its implications are far reaching. Innovation in quantum computing technology and increased cloud access have enabled a new era of quantum application development. D-Wave customers have built over 150 early quantum applications to date, with use cases in fields ranging from automotive to finance to manufacturing. Practical quantum computing is not as far off as many think, and we're starting to see quantum pioneers emerge in a number of industries.

Smart Cities!

Smart cities: myth or reality? Either way the concept is fascinating. Google sister company, Sidewalk Labs will get the Collision treatment on Thursday, where the company will showcase the model for Toronto’s 12-acre Quayside neighborhood. This presentation should be extra interesting since the city just filed a lawsuit against Sidewalk over privacy issues. Drama!

Collision is shaping up to be a packed and exciting few days, and we can’t wait to experience it. Watch this space for a wrap up post event!

You Need a Cross-Border PR Agency

Brexit, Yellow Jackets, mass migration. It’s an interesting time in the international market, to say the least. These times of uncertainty are ideal for reviewing your company’s global communication strategy.

Take Brexit for example. According to a recent CIPR survey of PR agencies, less than a quarter (22%) of respondents feel that most of their clients are prepared for Brexit. Fewer than that (21%) don’t believe that even some of their clients are prepared at all. 31% are helping or have helped clients prepare for Brexit, and nearly half (46%) agree that clients have mentioned Brexit.

Experts agree that communication across all verticals will be somehow affected by the UK’s departure from the EU, but most aren’t prepared for it from a communications standpoint. And generally most probably don’t have a “cross-border” communication strategy, which is becoming more and more important in our ever-shrinking world. And even though the ways in which we communicate are myriad in 2019, public relations in every country is done differently. Uniquely.

This is why you need an international approach that is efficient, effective, and engaging.

So, what does cross-border communications mean today?

There’s a tendency for start-ups and SMBs to focus most of their efforts on the US market, which is understandable as many prominent  tech, business, and entertainment media outlets and influencers are based here. But both the EU and Asian markets are rising, with China expected to surpass the US GDP in 2020 to become the world’s top economy. These areas are becoming essential markets for authentically communicating your company’s value proposition. Companies need to be better prepared to handle (and benefit from) PR on a global scale, which might sound daunting and expensive, but it doesn’t have to be if you find the right PR partners.

You might be thinking, “Well, we can just blast out press releases on international wires and be done with it.” And you could! But that wouldn’t be a very effective strategy. There are nuances to executing your PR strategy in every country. Media and the native population have ways they like being talked to, and it’s imperative you take that into account by hiring professionals who are “on the ground” in your target markets.   

For example, PR in Italy is hyper-local, with newspapers and broadcast outlets being the ideal choice for spreading the word. In Germany, reporters value their privacy and it’s customary to get their permission before sending any press releases or pitches. Here in the US and in the U.K., earned media is just that - earned by overcoming the naturally skeptical press. The point is: the way PR is done internationally must respect the local rules and customs of the country in which it's being done. If you want to gain any traction, that is.

Big Agency or Boutique Networker?

Global agencies might seem to be the easiest answer way to tackle international comms, but they’re expensive and might not be the ideal solution for scrappy startups and SMBs. There are benefits to finding local boutique agencies and/or freelancers that work on your behalf. For one, these entities are more motivated to keep your business and much less expensive than their larger counterparts. Smaller agencies are also nimbler and can react to situations quickly, relying less on bureaucratic processes and more on their know-how in local markets.   

The flip side to this is that it’s tough to manage so many local entities yourself. You should consider partnering with an agency like OXYGEN, who can tap into their boutique network and manage it on your behalf. That way you’re getting the benefit of a truly global network with the ease of a single player managing strategy.

Save the Date: The SmartTie: The Future of Fashion is Sustainable and Social

Skintie bridges the gap between fashion and tech. Discover how.

Skintie bridges the gap between fashion and tech. Discover how.

The SmartTie: The Future of Fashion is Sustainable and Social

Bridging the Gap between Tech and Fashion

Event: Product Demo Thursday, November 8 at LOCATION TBD- Appetizers and Cocktails will be served.

San Francisco - SkinTie, a San Francisco-based Fashion-Tech startup proudly announces the launch of the SmartTie, the first-to-market connected tie made out of sustainable collagen from fish scales. It’s equipped with a transmitter chip that will allow wearers to share the contact information and photos of their choosing, henceforth protecting their privacy and security.  

When? There are two dates to remember: November 8 and November 10.

Product Demo

To celebrate this event and for a product demo, SkinTie invites you for appetizers and French wines served at LOCATION TO BE DETERMINED, November 8, at Noon.

Fashion Tech Event

The product demo will be followed by a Fashion Event: SkinTie, a French Affair at Le Colonial 721 Lounge: Saturday, November 10, 2018, at 7 PM – 2 AM, 721 Lounge.

Why should you care? With SmartTie, SkinTie bridges the gap between fashion and tech by merging the beauty of a sustainable collagen-based fabric as soft as silk with a chip that transmits only the information that the wearer chooses to share with others.

The chip technology and the fabric were both designed to be applicable for multiple uses and applications. The SmartTie is just the first of its kind.

How does it transmit the information? With an app! Simply scan the tie and Voila! Information shared from one person to another.

When to wear it? Great for events, single events, corporate events and as an icebreaker. It does not share your location, therefore, protecting your privacy.

Make a Fashion Statement! Inspired design for men and women. Be a trendsetter. See the Collection here.


The Higg Index developed by the Sustainable Apparel Coalition reports that the global fashion industry consumed 79 billion cubic meters of water, which is more than electricity production, and is threatened by water shortages in cotton-growing countries. SkinTie addresses that problem. Here’s how:

The SmartTie Solution

  • SmartTie Our Collagen Beauty Fiber® is a new generation of luxurious bionic fabrics made from recycled natural collagen peptides and viscose.

  • It has a silk-like sheen, cashmere feel, linen-like moisture control, and is 100% biodegradable.

  • SkinTie's Collagen Collection® is sure to fulfill your pursuit of an environmentally friendly lifestyle and unique personal style.

And more...

  • The advanced nanotechnology used in our new Beauty Fiber® SkinTies makes them antibacterial, deodorizing, anti-static, moisture permeable, and sun-protective with UPF 30+.

  • Custom-made in San Francisco. Neck fitting available and recommended.

If interested to attend or of obtaining a product demo, please, RSVP today to Anne Howard and Jack Shea at and  with Oxygen PR, San Francisco.

If you cannot attend the event but interested in a product demo? Just contact us and we will make it happen at a time and place convenient for you.


The Hard Truths About Fashion Journalism

The Hard Truths About Fashion Journalism

As a PR mentor for the FiSF and a clothing maker myself, I am always curious to learn more from the gurus of the industry: Fashion Journalists. How do you become cover material? How likely is the newborn fashion brand I’m pitching to end up in top publications? What makes the Anna Wintours of this world choose to talk about a particular brand?