Fashion photographer, best dressed and Founder & CEO of Fohr Card; why pick one of these titles when you can be all of them? That’s exactly what James Nord did! The NuWa team got a chance to interview James on importance of diversity and global perspectives in the influencer marketing industry both behind the scenes and in front of the camera.
What do you love most about working with an international team?
It’s helpful to be able to put a global perspective on any business idea, whether it’s related to creative campaign ideation, strategy, or even internal processes. Hearing stories from a coworker about an old ad campaign in their country, for example, is always enlightening. It’s pretty near to think that even though we’re from different backgrounds, we all appreciate have a strong appreciation for the same things.
What do you love most about working with international clients?
Working with international clients is always refreshing since you’re able to gain insight as to why a certain brand is flourishing / can flourish in their particular market – it says a lot about the culture of their region. Often times, working internationally brings
James Nord with Rich Tong, Founder & CPO of Fohr Card
Is it necessary for brands to work with influencers with diverse cultural backgrounds?
If a brand works with influencers from only one cultural background, it’s simple: they’re putting limitations on the potential audience that would want to use their products. In order for a brand to expand, it’s important to tap into influencers from different cultures so they have a diverse story to tell, and so people from different backgrounds can resonate with that story.
How do you best introduce International brands to the US market?
Because international brands often place emphasis on what’s important in their particular region, it’s good to highlight certain aspects of product with a US twist – while also highlighting the brand’s history. This helps audiences appreciate it, understand it, and put meaning behind it.
We think it’s most effective to structure this type of campaign by first working with a couple of the higher tier influencers to introduce the product, and then by working with micro influencers to perpetuate relevance and to get viewers really engaging with posts.
Do you change influencer marketing strategies based on different markets in different countries?
Definitely. A campaign won’t successfully resonate with people if you don’t first identity who those people are, what their interests are, and what appeals to them.
At the end of the day, what makes your job the most worth it?