Luis Díaz: “Grow on Instagram in this moment is quite difficult“
- Survigramers Journalism
- 18 nov 2019
- 3 Min. de lectura
Luis Diaz, General Director of Human to Human.
Luis Díaz is the General Director of Human to Human in Spain and Portugal. He contributes more than 8 years of experience in influencer marketing, both national and international and his more than 19 years of experience in the world of marketing in different multinationals such as Vodafone, Telefónica and Sony. His last position was Director of Marketing and Communication at Sony Mobile for the Europe Region. Furthermore, in April 2017 he published his first book, “I am a brand. I want to work with influencers” with Profit publishing house.
Unai González & Maialen Larrinaga
What is H2H?
H2H is an agency specialized on influencer marketing. We are an agency that work for brands, developing its campaigns with influencers. There are other agencies that also do this job but we are just specialized in this area. We add an analytic vision of data information for taking decisions to choose the best influencers for the campaign.
Who are you?
Our team is composed by me as general director, the team of strategy and creativity and the teams of clients’ campaign directors; which they each have their campaign managers. Finally, there is also a financial administration department or “business controlling”. Nowadays, we are 14 people working together in our agency team.
How and when does it arise?
H2H started in May of 2017 as a personal project after being marketing director in Sony for Europe. While living in London I decided to return back home to my homeland, Spain and set up my own business and I created this agency, H2H.
What do you specialize in?
We are specialists in campaigns with influencers. It is the only thing we do. We work for all types of brands from all types of sectors and we are specialists in this area.
"In Spain, they spent 53 minutes per day in front of their smartphone’s screen using it".
What is your working methodology?
When we receive the brief of the brand where they detail their campaign objectives, the target audience, the product and what they want to communicate about it, we develop what is all part of the campaign strategy, the channel we are going to use and the correct mix of influencers.
Which is the process you follow when doing a campaign with influencers?
We define what kind of profiles we need. Then, we analyze to check if their followers are of quality, if they are real followers and if they have the target audience that we are looking for. Once that we have the OK of the brand, we contact the influencers, their representatives or agencies.
What do you do with all the data obtained in the campaigns?
We make the launch with the approval of all the material and we monitor and analyse the results of the whole campaign. Then, we carry out the evaluation of all the campaign and its benefits.
Which is the reason to work on Instagram?
Is the favourite network for the users. In Spain, they spent 53 minutes per day in front of their smartphone’s screen using it. So the target is very wide.
Do you give importance to Instagram?
Of course. Nowadays is the favourite platform both for brands when carrying out their campaigns with influencers and also for influencers when working. Not only that, it is also the platform that gets best results, with the highest returns on investment.
How does Instagram works?
Instagram’s algorithm is the most generous algorithm in terms of organic coverage for offering the publications, what it means, check the highest percentage of people who will see the publications of the influencers. As a conclusion of that, this contributes in a very positive way to a positive return on investment.
"We have to contribute something unique and that is the greatest challenge".
Is easy to work on it?
Grow on Instagram in this moment is quite difficult. Many influencers are already established and is more complex to differentiate of all of them. We have to contribute something unique and that is the greatest challenge.
And, how do the influencers generate benefits of this business?
They receive the money of the brands thanks to uploading publications for the public that is the potential buyer of that brand.
Making of: We decided to search information and write about this topic because we thought that it would be interesting talking with the director of an agency which works with influencers. What they do? How they work? And to know more about the campaigns the influencers make. Moreover, how they work on Instagram in their campaigns. We have searched information from these sources:
https://www.casadellibro.com/libro-soy-marca-quiero-trabajar-con-influencers/9788416904259/5296934
We have contacted Luis Diaz via email and later on he answered us by WhatsApp audios
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