Circle of Connections:’Diversity enriches our lives, brand and company’ says The Cirqle

With a name that’s representative of it’s connective power, The Cirqle has offices in Amsterdam, London, Shanghai and New York and team members from all over the world. The NuWa team interviewed The Cirqle on their approach to diversity in influencer marketing.

What do you love most about working with international clients?

We get amazing insight into a variety of businesses and industries from around the world, and we are lucky enough to help them think of ways to create impact at a local level, I guess at The Cirqle we are aiming to be the brands global locals. We love to think of different ways to approach clients from various backgrounds with the local attention and respect they deserve, that is a unique and valuable opportunity to have.

We believe this is a part of our core identity within The Cirqle and that diversity enriches our lives, brand and company. If a brand is open to working with influencers from diverse cultural backgrounds we think it can really help to generate great content to a large relevant audience and quite frankly we find this quite normal to do, but we also believe that this choice lies with the brands. A brand might choose to focus on a specific culture, background and tradition and see value in that, we see the beauty in that too.

By understanding the brand and the market that they are entering. We find the best U.S. influencers for the brands depending on their requirements and activate them and we then let influencers inspire their followers with the brands story/product/service in their own authentic style. The best way to introduce a brand is to connect at a local level by using the right people to talk about that brand. It is all about creating meaningful connections.

Of course we like to make sure that every market and country is looked at with a customised approach and strategy, however for many markets there are similarities too, especially as we are all so easily connected online. Other markets require a separate approach, for example in China the social channels are different from that of the European and U.S. markets.

At the end of the day, what makes your job the most worth it?