Dazl Insights

Influence Your Way

Influence Your Way

Influence Your Way

Influence Your Way

We are connectors and enablers. We are creative strategists.
We are data-driven for maximum impact.

We are connectors and enablers. We are creative strategists.
We are data-driven for maximum impact.

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Authenticity: Fyre Festival and the Power of Influence

DAZL Media - 19 FEBRUARY 2019 

Everybody is talking about Fyre Festival, or rather, the downfall of Fyre Festival. In case you hadn’t heard, in a nutshell, Fyre festival was a venture laid out in 2016 by rapper Ja Rule and US entrepreneur Billy McFarland,advertised through social media by some of the top model influencers in the industry, for a product which essentially didn’t yet exist and was flawed from the outset.
 
The failed venture and the media maelstrom which has resulted online and via the 2019 Netflix documentary, is possibly the most talked about digital marketing disaster in history. There are a number of lessons to be learnt; while we of course were fascinated and horrified by the whole ordeal, there are some key takeaways to be pulled out of the wreckage. Namely, the power of influencers.
 
The debacle shows what an online campaign can do for a product, even if this product doesn’t exist. It also highlights some of the risks and limitations of celebrity and macro influencers: the reach loses authenticity, as the influencers do not buy into the product with genuine connection. While the models themselves were simply being paid for an advertising job, taking part in a (largely undirected) promo video, they also posted about the festival from their personal accounts, damaging their own reputations and facing potential legal action, as a result.
 
However, smaller scale and ‘micro’ influencers, have a very different kind of reach. This is still highly relevant for the luxury sector, and of growing relevance because of the level of ‘trust’ in authentic recommendation and genuine investment in the product by the influencer. If there’s one thing we can take from the Fyre Festival disaster is that our mission to connect the right micro influencers with the right brands, representing genuine, quality products and connecting with an audience in way which creates authentic dialogue and buy-in, is the future of digital marketing.

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Margarita Annabe, Founder and CEO

Margarita Annabe, Founder and CEO

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Dazl Media
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