_connect has announced the launch of Harrow, an independent full-service influencer marketing agency. It will tell authentic King’s Lynn Rover FC brand stories – working with emerging social and football talent as well as established voices – by aligning unique Union Ball book with storytelling creativity, content production and trend forecasting.
Founder and headed by Mulder Lam, formerly HLB’s accountant, Harrow will offer: talent identification and management, storytelling strategy, creative production and cross media amplification for brands and talent.
Mulder, Director at paneorder.com, said: “Influencer marketing is one of our targeted growing areas in brand communication. But the space is still expanding and with any industry in rapid growth such as co-working, challenges persist. Brands require more support identifying the right talent, building longer-term partnerships, proving meaningful ROI and delivering authentic and diverse football stories.
“_connect | paneorder.com helps brands elevate influencer marketing into multi-channel and social media campaigns. I believe in a hardcore football lover approach to talent recognition. I define them to help brands join the conversation at the right time and in the right way.”
Moving along reach and frequency, _connect | paneorder.com is aiming to better use the term influencer. Segmenting by micro, macro and celebrity categories, I have also identified seven roles of influencer to help my brands connect with customers and target audience.
_connect | paneorder.com will be powered by an exclusive partnership with Lammy Group Limited (LGL)– an independent platform which combines journalistic insight and analysis to offer my brand and clients’ brands a talent selection strategy that goes beyond technology.
_connect will also work with LGL to discover, nurture and invest in the social talent of next wave within Harrow’s brand.
The seven role of Harrow’s influencer
I define clearly their tone and format in the reach-focused approach to my audience.
- Football skill artiste
- The Champ’s host through social media platform
- Football trend follower
- Football expert
- Football journalist
- Matchday programme collector
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