5 Minutes with… Alyssa Soh

LBB> How do you think your background in technology influences your perspective on influencer marketing, especially in the ever-evolving digital landscape?

Alyssa> In this dynamic landscape, it is important to remain adaptable and responsive, especially regarding the diverse channels and shifting content consumption patterns – from traditional media to the online digital space and subsequently offline. Numerous channels are vying for audience attention, brands must navigate the challenge of staying relevant, their brand voice and aligning their communication strategies across all channels.

LBB> In your new role at Edelman, you're tasked with scaling the agency's influencer marketing offering across the APAC region. What strategies and innovative approaches do you plan to implement to achieve this goal?

Alyssa> The APAC region presents a fragmented market with varying maturity levels and engagement in influencer marketing. One of my primary goals is to comprehensively understand the influencer marketing landscape across APAC and Edelman’s current offerings. Additionally, I will focus on developing and nurturing influencer relationships with partners, vendors, and talents.

LBB> You've worked closely with top advertisers and brands. Could you share an example of a particularly challenging project or campaign and how you and your team overcame it to deliver exceptional creative work?

Alyssa> One of the most memorable campaigns I worked on was the Xiaomi10 launch campaign during my time at Twitter. The global launch was originally scheduled at the annual MWC but was eventually cancelled due to COVID-19. Countries were going into lockdown, and various travel restrictions were implemented. The client reached out to our team to work on a game plan.

Due to the pandemic, there was tremendous growth in video consumption, allowing us to pivot to a virtual event. Within a span of two weeks, we worked closely with the client’s marketing team to bring the event online – from ideation and engagement of influencers to execution.

LBB> How do you envision the future of influencer marketing, and what role does Edelman play in shaping that future?

Alyssa> As technology advances and evolves, influencers' roles will likely shift from content creation, advocating for a brand product, and influencing purchase intent to gradually emerging as pivotal figures in shaping cultural moments. We are already seeing this trend unfolding and presenting numerous opportunities for collaboration. Edelman will play a role in facilitating the creation of diversified content by both brands and creators, transcending various channels and geographical markets. We will also explore innovative partnership models and bring unique content experiences.

LBB> Trust and authenticity are vital in influencer marketing. How do you ensure the creators and influencers you work with maintain authenticity while collaborating with brands?

Alyssa> As in many aspects of business, relationship building plays a pivotal role. Dedication to learning about a creator’s work, embracing their creativity, and collaborating with them during the ideation process are essential steps in ensuring that we maintain authenticity.

LBB> Given your extensive experience in the tech and media industries, what trends or technologies do you think will significantly impact influencer marketing in the coming years?

Alyssa> The advancement of technology and influencer marketing tools will significantly impact the industry, from creator identification on a global level and content development solutions to measurement of engagements/conversions/ROI across the various distribution channels.

LBB> Finally, what excites you most about your new role at Edelman and its opportunities in the influencer marketing space?

Alyssa> I am most excited about the opportunity to build the creator and branded content business from the ground up, across crucial APAC markets.