The Influencers
So how did they determine who made the cut when it came to selecting influencers? “It wasn’t necessarily straight-line math, there were variables and equations that went into it,” said Brown. The main determinant, however, was the quality of each individual’s network and social capital. After all, if Belvedere was going for the non-followers of hype, they had to tap into the network of tastemakers who didn’t necessarily fit into the generic definition of popular.
That’s why assessing social capital had more to do with considering the people in one’s network rather than the quantity of people in one’s network. “We just didn’t look at the first order network of each influencer, we went out to the second and third order network,” said Brown of the vetting process, further explaining that having one heavyweight like 50 Cent as a follower on Twitter, for example, would count much more than having 1000 average Joe followers for lack of a better term.
But don’t take our word for it; check out the following video from Alloy Access and one50one, which gives you an intimate behind the scenes look at the campaign.
