Today we’d like to introduce you to Eve Noir.
Eve, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I always used to cringe when people said that their journey had been tough but rewarding. I now get why they said that because it is exactly the same for me.
Having grown up just outside Washington, D.C., I thought my passion for justice and human rights would lead to a career in civil service. But once I began to grasp the democratic anatomy of social media and its incredible capacity to catalyze change on a global scale, I focused my energy there, where it would have the most impact.
In the midst of the recession, I graduated with a Digital Marketing degree from the University of Hertfordshire, UK. After graduating, I was bushy-tailed and full of energy but had nowhere to put this enthusiasm.
When my cousin Nyabel Lual approached me about exposing the world to the sickening crimes in South Sudan, I knew what we must do. Together, we launched #IAMSOUTHSUDAN, the powerfully persuasive platform for sharing the impossible-to-ignore story of the horrendous plight of the South Sudanese people. We provided a tangible, feasible way to help – a railroad app to alert villages of impending atrocities.
We held strong to the philosophy that if a pen is more powerful than a sword, a phone must be more powerful than a gun. Proceeds were directed toward covering costs for transporting women and children to refugee camps who were fleeing genocide and ethnic cleansing.
My first job was for an editorial press agency that produced content for influential Asian fashion publications like Vogue China, Harper’s Bazaar Russia, Marie Claire Japan and GQ China. From the get-go, I found it interesting how teams from major publications had been hit by the nationwide financial difficulties and opted to hire teams abroad rather than send their people to New York or LA or even use their sister publications within the United States.
At this point, working as a journalist was not the most stable decision. With the recession on the rise and social media breaking through, many publications were closing down and dropping like flies. We were expected to work long hours without additional pay for tasks that weren’t initially in our job description. This is when I decided to jump ship and work as a celebrity publicist.
I was working as a digital outreach lead for a Celebrity PR firm when I started feeling restless and stifled. I have always been a creative person and having a day devoid of anything creative to do seemed like a waste of my passion. This is when I began mentoring an extremely talented photographer – An Le. An Le was able to shoot for Vogue, Harper Bazaar and many other publications because of my established network. I then began working as a photographer’s agent. This was around the same time I realized that influencer marketing was on the rise and something I wanted to pursue. It was new, untapped, seemed like the trend of marketing was swaying towards it, and I knew it would be a different experience than what I was used to. Most people then had no idea what influencers were and how to monetize them. The idea of paying a popular blogger to post promotional content sounded weird to most. It was an unfamiliar concept then and is still so to many today. Despite my initial worry, I knew that influencer marketing would be important in the future and for me to pursue it, hence Mostly Sunny.
So WTF is influencer marketing?
The basic concept of influencer marketing is not new. Brands have always used celebrities to endorse their products and services. However, the influencer marketing today no longer requires companies to drop millions of dollars to have a movie star, an athlete or a musician promote their stuff.
Social media personalities, real people who have gained a following on Facebook, Snapchat, Instagram, YouTube or any ‘ol social media platform, have taken over. The difference lies in authenticity. These influencers authentically create fantastic content that organically urges their followers to patronize the brands they love. They are relatable, they could be your neighbor, your friend, your classmate or your officemate, and that’s what makes them powerful and effective
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Like I said, it hasn’t been easy establishing your own company – more so in an industry that is in its infancy and hasn’t left the delivery room just yet.
In the last 5 years and even today, influencer marketing is based on how hot and marketable talent is. So long as the influencer has a following – people are selling them, and brands are buying. Stepping away from a talent driven model to a data-first approach has been one of my biggest struggles here at Mostly Sunny.
The talent model setup has proven disastrous for many companies. Not all activations – a post, a video, event hosting, social platform takeover, etc. – are created equal. You should never hire an influencer based on their number of followers. You should hire them based on verifiable data. How many impressions and engagements does the influencer have per activation? How many of their followers are active, inactive and above all, real? Does the influencer and their audience meets your campaign’s target market? Without this data, it is difficult to validate the actual influencer and their value to the campaign.
Mostly Sunny is very different from other companies because we understand the value of data and research so much that we actually use machine learning and artificial intelligence in our vetting process. Sure, we have a network of over 10,00o influencers, but our network is invite-only and each influencer is required to be in the top 10% of engagement to join. I am a strong believer in the power-middle influencer (influencers with 250k or less followers) since they drive 3x the engagement compared to social celebrities. I can care less about how an influencer looks and how many followers they have, if they do not have the engagement, impressions, and personality traits to back it up. Kim Kardashian may have nearly 100 million followers on Instagram, but she has a 0.001 percent level of engagement. Pewdiepie made anti-semitic jokes recently and as a result was dropped by Disney and distanced by YouTube. I said it before and will say it again: Size does not matter. It is about the motion of the content creator. 😉 Our campaigns are tailor-fit and very secure for brands because we have data to back-up every activation.
We have a three prong approach for a model that includes demographic relevance, semantic relevance, and contextual relevance. If we were commissioned from an organic beauty client, our team of data-scientists will use our machine learning system to pinpoint the number of times an influencer said “vegan lipstick,” “cruelty-free makeup” or “organic primer”. We want to show our client that this influencer actually said “vegan make-up” 250 times in 3 months. Their audience demographics is a perfect match too and they have a consciousness archetype yet bubbly personality. All the data proves that this influencer can move the revenue needle for your brand.
Let’s begin devising a strategy, reaching out to the relevant influencers, mobilizing and optimizing your influencer campaign and show you that our deep data diving can produce measurable successful results.
This ensures that the influencer we choose for your brand is the right one. We do not operate under the talent model like most influencer agencies. For us, data is king and creativity is our crown so we wouldn’t push talent if it isn’t the right fit. We know it won’t produce good results so why spend time and money on it when you can do influencer marketing more effectively.
Please tell us about Mostly Sunny.
Mostly Sunny has helped brands at all levels – from iHeart Radio to Diesel. Our campaigns set out to reach target audiences in the most effective, affordable and most importantly, authentic ways.
We are a relatively small company working in a very fast-changing industry. From the start, we realized that being agile allows us to respond quickly to changes in data, technology and the needs of brands we work with.
We are the happy middle between a big conglomerate with bloated egos and a tiny boutique with, um, bloated egos. We understand that you should never be too high on your horse and lose that 360 perspective. We encourage our team to be themselves, explore their passions and bring that to the work they do at Mostly Sunny… This helps us to tap into trends and have a heterogeneous approach in servicing our clients. We see the importance of merging data with creativity to deliver impressive results and ROI.
Mostly Sunny is the only Influencer Marketing Agency to use machine learning (ML) and artificial intelligence (AI) to identify the best influencers for marketing campaigns. We go beyond identifying influencers through hashtags, profile descriptions, follower count and captions. In fact, we verify that the influencer can engage the right audience of the right size to realize any campaign goal and Key Performance Indicators (KPI).
Our system checks thousands of data points to determine whether an influencer will deliver the most relevant, engaged audience for a campaign. It “reads” and “understands” an influencer’s profile, posted content, and followers to discover the type of influencer they truly are.
Recently, Bobbi Brown Cosmetics hired us to take on their influencer marketing. We discovered that before hiring us they wanted to retain a very popular beauty vlogger as their annual ambassador. Thankfully, before they submitted the contract, we discovered that this influencer’s audience did not meet Bobbi Brown Cosmetics’ target demographic. The majority of the beauty vlogger’s audience were males between the ages of 21–34.
That one bit of information saved Bobbi Brown Cosmetics hundreds of thousands of dollars. We proceeded to select an influencer using data from our machine learning system. We then paired that beauty influencer with a popular content creator on Instagram to double Bobbi Brown Cosmetics’ exposure and triple their ROI.
The Mostly Sunny team are young and dynamic. We have lived in the time of the internet– where the average consumer has become sophisticated to advertising to the point where they despise ads. That’s why more than 400MM people have installed ad-blockers to prevent brands from dampening their user experience.
Ads no longer have the same effect because you can gather information on your own and besides, people trust people not ads. What sells now is real people with real stories backed up by real data.
Do you look back particularly fondly on any memories from childhood?
Easy, not having to pay for things. Haha.
I grew up in a rather interesting environment. My mom told us to slow down because you have a lifetime to be an adult but only 10 years to be a kid. Then, my dad always joked about how the first thirty years of childhood are the hardest. It was confusing for young me.
I guess the duality of conflicting philosophies developed me to think outside-the-box and execute critical thinking.
- Address: 7083 Hollywood Blvd
Hollywood, CA 90028
- Website: www.mostlysunny.co
- Phone: 1-888-786-6978
- Email: firstname.lastname@example.org