Matter Of Form partners with Diary Directory: Influencer Marketing Event

4 weeks ago  •  By  •  0 Comments

Last Thursday, we partnered with Diary Directory to help deliver expert advice on the topic of the moment: Influencer Marketing. Holly Buckley, Director and Editor of Diary Directory welcomed approximately 70 guests from the beauty industry from L’Oréal, Chanel and Estee Lauder to GHD and Dyson.

The event was co-hosted by our Head of Social Media & Influencer Marketing, Rachel Clay who led a thought-provoking keynote presentation and shared a wealth of knowledge with our audience around how to create a successful & effective influencer strategy.

Rachel highlighted necessary strategies for brands to analyse and select the most appropriate influencers, focusing on the raw data and analytics behind influencer profiles. The importance of researching influencer content and visualising brands amongst their feed was promoted as essential to creating organic content.

Rachel Clay, Head of Influencer Marketing & Social Media at Matter Of Form

Rachel Clay, Head of Influencer Marketing & Social Media at Matter Of Form

Rachel shared with the audience that investing in long term relationships with influencers heavily contributes to successful campaigns. Finally, the audience were reminded to focus on engagement instead of reach and the number of followers and to consider micro-influencers as a source to unlock high engagement, granted the content aligns with the audience of the influencer.

The presentation set the tone for an insightful hour-long discussion with the panel, where Rachel was joined by journalist Nadine Baggott, Content Creator Keshia East and expert Beauty Communications Consultant Georgina Billingham. The panellists discussed their experiences and shared insight about working in the influencer industry. Nadine and Keshia agreed that they prefer to work on campaigns with full involvement and collaboration from start to finish and shared the projects they have been most proud of, and the brands that inspire them (or fail to!) on social media. Georgie explained its natural for brands in the initial stages to be cautious but recommended giving influencers the freedom to be editorially independent.  

Panel Discussion: Nadine Baggott, Keshia East, Rachel Clay & Georgie Billingham.

Panel Discussion: Nadine Baggott, Keshia East, Rachel Clay & Georgie Billingham.

We then opened up the floor to take questions from the very engaged audience and the evening wrapped up with drinks and networking. 

We’d like to thank the panellists, all those who came along and Diary Directory for the opportunity to partner on such a successful and insightful evening.


If you wish to learn more about Influencer Marketing and see how we could put some of our expertise into action, please get in touch via [email protected] 

We are also very excited for Rachel to be running an Influencer Marketing Master Class on 8th November. Limited spaces remain so find out more and reserve your place via this link.