Our roots may be in public relations, but we're just as adept in the influencer and social media worlds. In fact, zeron handles all three – PR, influencer relations and social media content for Facebook, Instagram or Twitter – for quite a number of clients. Why? Because it's convenient for the client and makes content more consistent. The client provides one single brief and we develop coordinated content for all channels. But we're also happy to handle just one of those channels – we're flexible ;-)

If you want to communicate effectively with a target audience of young, digitally native media users, you can't afford to ignore influencers. In the food, lifestyle and beauty segments bloggers, Instagrammers and YouTubers are increasingly influencing consumer decisions on whether to buy a product or not. zeron has built up a database of several hundred influencers. When we select them, we don't just focus on reach. We believe that brand fit is a far more important criterion. The influencer's imagery, tonality and topics all have to be congruent with the brand they are endorsing. It is also essential to give the influencer a detailed brief so we are sure that we'll get the ideal result. Endorsements that are perceived as inauthentic can be very embarrassing and cause more harm than good …