Pierre Cassuto
Johannesburg
I'm only Humanz afterall. Somewhere between Jozi and NYC.
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Articles by Pierre Cassuto
Stop running campaigns. Start revering creators
Modern algorithms reward continuity. Modern marketing is organised around start dates and end dates. This mismatch is the most expensive habit in the marketing game right now, says Pierre Cassuto, Global Chief Marketing Officer (CMO) at Humanz. The most costly habit in marketing right now isn’t bad creative. It relates to the campaign itself. A campaign is a fiction. A neat little container with a start date, an end date, an audience or two, and a budget that ramps up and back down again.
Stop running campaigns. Start running creators
The most costly habit in marketing right now isn’t bad creative. It relates to the campaign itself. A campaign is a fiction. A neat little container with a start date, an end date, an audience or two, and a budget that ramps up and back down again. It’s helpful for organising PowerPoint slides. Helpful for the agency invoicing cycle. Helpful for the marketer who needs to point at a thing and say, “That’s what we did in Q2”. Almost everything else about it is now actively working against you.
Influencer marketing: The key to resilience in uncertain economic times
In the aftermath of the budget speech, businesses often tighten their purse strings, with marketing budgets frequently being the first to face cuts. However, some experts warn that hastily reducing marketing investment could lead to greater financial losses in the long term, despite short-term savings. The science of influencer marketing In the mix of marketing strategies vying for a slice of your revised budget, influencer marketing stands tall.
IAB SA's new white paper: A roadmap for influencer marketing
Search jobs The time could not be more ripe for the release of Best Practices for Influencer Marketing in South Africa, a new white paper by the IAB South Africa’s Digital Influencer Marketing Committee. Image supplied.
Unveiling the future: Influencer marketing trends for 2024
In 2023, Hustle Media Influence, a division of Hustle Media, achieved a significant milestone by garnering 2.9 million content views across various campaigns and industries since its conception. That's a substantial number of eyeballs on campaign content! The key to this success lies in our understanding of crucial influencer marketing trends and our ability to apply them to our campaigns.
More than just another trend: embracing the power of influencer marketing
As with regular marketing efforts, it takes time to build a brand presence with an influencer’s audience. A big misconception about influencer marketing is that one influencer post can lead to an instant sale; another is the time it takes for influencers to create content for a campaign or brand partnership. Deep-branded engagement is also the purview of micro- and nano-influencers, who tend to be more authentic in their delivery of messages.
Navigating the future: Trends in South African influencer marketing for 2024
Influencer marketing is one of the fastest evolving industries in the world and 2024 is no different, with South African marketers poised to witness some absolutely transformative trends this coming year. Brands are increasingly recognising the power of building strong influencer partnerships and how they can help improve ROI. Something that’s especially important as they weather adverse economic decisions.
MENA e-commerce Industry predications over the festive season
The Xmas and New Year period presents a significant opportunity for the e-commerce industry in the MENA region. Image supplied. The Xmas and New Year period presents a significant opportunity for the e-commerce industry in the MENA region To better assess the sales potential during this time, Admitad, a global affiliate marketing network, analysed 11 million orders of 2,850 brands worldwide and in MENA placed by users between 18 December 2022, and 7 January 2023.
10 trends for 2024 from WPP
WPP has gathered insights from thought-leaders across its business on trends in marketing and communications leading into 2024. Source: © 123rf 123rf WPP has gathered insights from 10 thought-leaders across its business on trends in marketing and communications leading into 2024 From emerging technologies to unconventional partnerships, these trends are set to shape the industry in the year ahead. 10 Trends for 2024 AI continues to dominate the headlines as AI continues to scale.
2023 #YearOnTikTok celebrates South African talent
As millions tune in daily, TikTok has become a global stage for South African talent, emanating originality, energy, and passion, from comedians and dancers to musicians and makeup artists.
More than just another #trend: Influencer marketing
To bolster South African marketers’ confidence in influencer marketing, the IAB South Africa’s Influencer Marketing Committee has taken the first steps towards best practices, standards and benchmarks for influencer marketing with the release of a Definitions Document (2021) and a white paper titled Best Practices for Influencer Marketing in South Africa that outlines best practices for the current local influencer marketing landscape.
Winning the marketing game in tough times: Influencer marketing in South Africa
The answer might surprise you: Influencer marketing. It's a strategy that, when done right, can breathe new life into recession-stifled businesses. The essence of successful influencer marketing is founded on the bedrock of trust and authenticity. In South Africa, social media platforms are buzzing with digital influencers who have nurtured close, personal relationships with their followers.
The price of influence
How much are the services of an influencer worth? It’s a multibillion-dollar question that few seem to know the answer to. We all heard of the six-figure sums that influencers like Kylie Jenner and Cristiano Ronaldo can command per post, and we tend to assume that this has a direct correlation with the number of followers they have.
Influencer marketing needs to clean up its act
One of the world's biggest celebrity influencer Kim Kardashian was penalised by the US Securities Exchange Commission (SEC) for inadequately informing her millions of followers that a post she made promoting cryptocurrency was an ad. As a result, the most famous Kardashian ended up paying the SEC $1.26m (R22m) in fines, more than $1m (R18m) what she had been paid for the ad in the first place.
Time for influencer marketing to clean up before people start moving out
Authenticity is the influencer marketing world’s favourite mot du jour. It’s how the biggest influencers grow their audiences and how brands looking to work with them, know that they will get the best return on their investment. Authenticity builds the trust required for everyone in the influencer marketing space to achieve their goals. Disclosure is an integral part of authenticity and ignoring it is often where the trouble begins.
Time for influencer marketing to clean up
Authenticity is the influencer marketing world’s favourite mot du jour. The biggest influencers grow their audiences through authenticity and it is through authenticity that brands looking to work with them know they will get the best return on their investment. Authenticity builds the trust required for everyone in the influencer marketing space to achieve their goals. Disclosure is an integral part of authenticity and ignoring it is often where the trouble begins.
How and Why Brands Need to Up Their Influencer Game
September 29, 2022 By Pierre Cassuto Influencer marketing is no longer in its infancy. Globally, it now feels like it's going through its messy teenage years but is quickly moving towards maturity. One sign is the shift from campaign-based influencer interactions to fully-fledged always-on influencer programs. Many of the leading companies are now featuring bespoke pages for creators to apply to join such programs and benefits.
“Digital Champions” with Pierre Cassuto from Humanz
Pierre Cassuto Global CMO at Humanz Website Address: www.humanz.com Each week on “Digital Champions”, our host talks to digital marketing experts across the country. This week our host speaks with Pierre Cassuto from Humanz. To learn more, check out https://www.humanz.com. What is your company Elevator pitch when talking about your company?
3 Steps to Standardize Measurement in Influencer Marketing
August 15, 2022 By Pierre Cassuto Influencer marketing is growing fast, and the desire to standardize measurement is growing alongside it. The Interactive Advertising Bureau and the ANA are exploring standards to measure the impact of influencer spend, which will be key to evolving the channel as it takes a regular role in the mix alongside search, display, TV, and other advertising staples. But influencer marketing is not the same as other marketing channels.
The evolution of influencer marketing: what is next?
Influencer marketing is no longer in its infancy. Globally, it may now feel like it’s going through its messy teenage years, but it is also quickly moving towards maturity in countries like the US. One of the great signs of maturing is the shift from campaign-based influencer interactions to fully-fledged always-on influencer programmes that feature bespoke brand pages for creators to apply to join, such programmes and benefits.
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