DIARY directory hosted its second event on 17 October, focused on the topic of the moment, influencer marketing. Held at Home House’s newest venue, Home Grown private members club, we were delighted to welcome more than 70 guests from L’Oréal, ghd, CHANEL, Charlotte Tilbury, Estée Lauder Companies, Shiseido Group, Coty, Elemis, Dyson, Birchbox, Revlon, DECIEM, The Communications Store, and more. The event was hosted in partnership with expert digital & e-commerce agency, Matter of Form. 

The panel left to right: Nadine Baggott, Rachel Clay, Keshia East, Georgie Billingham

Holly Buckley, director and editor at DIARY directory, kick-started the evening before Matter of Form’s Head of Social Media & Influencer Marketing, Rachel Clay gave a thought-provoking presentation. Rachel shared her knowledge of curating a successful and effective influencer strategy with the audience.

Keshia East, beauty blogger and TV presenter, Nadine Baggott, journalist and TV Presenter, and Georgie Billingham, independent beauty communications, then took to the stage for an hour-long discussion, where they shared their advice and love for the influencer industry. Explaining how they prefer to work across campaigns, the projects they have been most proud of, and the brands that inspire them on social media, the audience was treated to real insight from each panelists' personal experience.

The evening explored the evolution of influencer marketing. Rachel led a discussion about the following topics:

• How to approach influencer strategy
• How to identify the right influencers for you
• The importance of valuing engagement over reach
• Building long-term relationships with influencers Influencer
• Marketing as a Social SEO strategy; the strategic importance of Influencer Marketing to the future of business success
• Key trends within the industry and future predictions. 

We’d like to thank all those who came along and really hope you found it interesting. Please don’t hesitate to share any feedback with us. Please email Holly Buckley.