The Influencer Marketing Awards celebrate the best companies from the influencer marketing sector.

R-Squared is delighted to announce that the company has been placed on the shortlist for Best Boutique Influencer Marketing Agency the 2020 Influencer Marketing Awards. 

R-Squared is nominated for Best Boutique Influencer Marketing Agency. This is defined as an agency with up to 15 employees, which are strong players in the influencer marketing industry and consider end-to-end campaign management, running the entire campaign journey with impactful data insights and strong tool utilisation. Activity must meet measuable objectives for a client, and deliver exceptionally strong results. 

The Influencer Marketing Awards are hosted by Talking Influence and will take place in Park Lane, London in March 2020. The awards seek to recognize the very best international campaigns, which highlight strong execution, next-level creativity and masterful innovation, using measurable KPI’s and objectives. The Influencer Marketing Awards ceremony will judge influencer marketing agencies from all over the world.

R-Squared is nominated for:
Best Boutique Influencer Marketing Agency
Best Integrated Influencer Marketing Campaign (multi-channel) – R-Squared and Carat Cape Town for Beiersdorf: Eucerin Even Pigment Perfector.
R-Squared is honoured to be considered for these categories and expresses gratitude to the judges on the panel for inclusion on the 2020 shortlist. 


Ashleigh Frank is an External Communications Writer at R-Squared Digital.

Unsolicited influencer posts: Ensure perfect brand alignment

Have you ever wondered what to do when an unsolicited influencer makes an unsolicited post about your brand and tags you? Every brand appreciates unsolicited influencers posting positively on their behalf. But how can you ensure that those posts are perfectly aligned with your brand positioning, optimised for positive engagement, and designed to protect the brand equity if the post was unsolicited?

Do you realise that there is a strategic economic advantage in bringing your paid and unpaid influencers together to train and form a formidable social advocacy team for your brand?

R-Squared offers an innovative world-class solution – the R-Squared Influencer Academy, a white-labelled program personalised for brands, established to mitigate risks from unsolicited posts while increasing brand alignment and positive engagement.

A chronology of how the need arises – 

– An Influencer posts an unsolicited piece of content and tags the Brand.

– On seeing the post, the brand weighs the value and is either happy about it or not.

For instance, a wrong engagement question like ‘Why do you think that this brand’s product is awesome?’ could trigger negative comments, including comments from the audience driving other audience members to a competitor product.

– Either way, Brands wonder what they can do to encourage or improve on these pieces of unsolicited content.

So what can brands do? Brands can take advantage of the R-Squared Influencer Academy, designed to coach and give tips, hints and advice to influencers who post unsolicited brand content, so as to mitigate risk, increase quality and brand alignment for unsolicited posts that would have gone live anyway without the added value of the coaching. Brands can thus reward their most ardent advocates with coaching from R-Squared experts.

1. Brand and R-Squared agree on the service to be provided (e.g., which category of influencer qualifies for assistance, etc.)

2. Brand fully briefs R-Squared on brand and product positioning

3. R-Squared sets up a white-labelled contact centre for the brand (email and WhatsApp)

4. Influencers submit the content by email or WhatsApp to the point of contact for the influencer’s academy setup for the brand

5. R-Squared coaches and guides the influencers for risk mitigation, and increased brand alignment 

6. Post goes live

7. Influencers and brands are happy

Some of the brand benefits  include:

  • Increased brand awareness
  • Increased brand loyalty
  • The facilitation of valuable customer feedback loops
  • Increased sales

But who is R-Squared?

R-Squared is the top leading Influencer Marketing Agency in South Africa, and also a leading Influencer Marketing Agency internationally, responsible for innovative influencer campaigns. R-Squared is comprised of experts with one passion only – Influencer Marketing. R-Squared is responsible for masterful management and industry expertise in designing, executing and managing influencer marketing projects that are engaging, authentic and protective of brand equity. The CEO of R-Squared is also the IAB SA Council lead for the digital and influencer space, providing guidelines and best practices for influencer marketing. 

Contact us now to get started – partners@r2digital.co.za

*written in October 2019. *Michelle Marais and Emmanuel Okonkwo, R-Squared Digital.

Stephane Rogovsky to lead IAB SA Digital Influencer Committee

Following IAB SA’s recent announcement of new committee members for the IAB SA Digital Influencer Committee, R-Squared Digital is excited to share that its CEO and Founder, Stephane Rogovsky, is the newly appointed Council Lead of the IAB SA Digital Influencer Council.

While still in its infancy phase, the influencer marketing industry is one of the fastest growing segments of digital marketing. There are currently multiple and differing definitions of influencer marketing and influencers, as well as the influencer tiers, how ROI is calculated, benchmarks used, and best practices, and this council will lead the process of consolidating of these views in order to develop set guidelines, best practices and benchmarks for digital influencer marketing in South Africa, and to empower the media and marketing industry to make better digital decisions regarding best practice and standard definitions for influencers in the digital space.

As announced by the IAB SA, Rogovsky will also be working closely with Zoe Soon, IAB Global VP Mobile centre of Excellence (also over-seeing this area of expertise) to co-develop and collaborate on projects where relevant and meaningful. Rogovsky thrilled to be working with the IAB Global Head Office on meaningful projects relevant to the influencer marketing industry on a global scale. “It is an honour to be part of the process; coordinating this discussion at a global level whereby industry standards will be set, all the while leading change in the influencer marketing industry alongside truly great industry leaders,” Rogovsky comments.

Don’t miss the IAB Insight Series Event: Digital Influencer Marketing at Kantar in Cape Town on 28 November 2019, where IAB SA Digital Influencer Committee lead, Stephane Rogovsky will be the keynote speaker!

For more information, read the IAB SA announcement here:


Statistics point towards increasing brand spend on Influencer Marketing for 2020. What does this mean for your company/brand? Recently, 60% of 18-34 years old in South Africa say that their purchase decisions have been swayed by influencers on social media. (source: eConsultancy). Statistics show that the recent attitude of consumers are fostered by trusted endorsements by persons they feel an emotional connection with – Influencers. Influencer marketing has been on the rise, both in South Africa and globally.

SocialPubli.com, the leading global micro-influencer marketing platform, released a 2019 Influencer Marketing Report: A Marketer’s Perspective report. The report revealed that over half of respondents (53%) allocate at least 10% of their marketing budgets to influencer marketing. When asked about their investment projections for 2019, 60% of marketers said that they plan to further increase their influencer marketing budget in the upcoming year. 30% plan to maintain the same budget and only 2.5% expect to decrease their

Influencer Marketing Hub in partnership with other researchers, conducted its sample study in the UK, and found that Influencer Marketing has continued to grow as an industry. It was a $1.7 billion industry in 2016, increasing to $3 billion in 2017. Growth continued to $4.6 billion in 2018 and is expected to continue its upward trajectory this year to potentially become a $6.5 billion industry for 2019-2020.
92% of the market surveyed believe influencer marketing is an effective form of marketing. And guess what? 86% intend to dedicate a high portion of their budget to influencer marketing. 63% of businesses who budgeted for influencer marketing intend to increase their spending over the next 12 months, with 17% expecting their influencer marketing spend to remain the same. 15% of respondents were unsure about what would happen with their influencer marketing budget, and only 5% intend to decrease their budget.

In the US, Statists reveal a 39% decision by brands to increase their influencer marketing campaigns; 35% of brands are uncertain yet; 21% will remain the same; and only 5% of brands decided to decrease their budget on Influencer marketing campaigns.While some brands in South Africa have yet to embrace influencer marketing and some are to set aside budget for influencer campaigns, most are taking advantage of the new order.

At R-Squared we have seen this happen, as the average influencer campaign budget from our clients has significantly increased over the last 18 months. The key to success with Influencer marketing is having the right influencer marketing expert create a perfect framework.

The statistics reveal influencer marketing has grown more than 3.5 times in less than 4 years because of its efficiency. We have seen globally in 2019 that 60% of marketers increased their influencer marketing budget. 86% in the UK have dedicated a significant portion of their budget to influencer marketing while 63% of businesses who budgeted for influencer marketing have decided to increase their influencer marketing over the 12 months. In the US, the decision by brands to increase their influencer marketing spend increased by 39%. Some of the most successful brands and agencies have moved a significant portion of their budget to influencer marketing.
Is your brand following the same trend

*Emmanuel Okonkwo works as External Communications at R-Squared Digital – a leading influencer marketing creative agency in South Africa that works with most of the best brands and agencies in the country and internationally. R-Squared Digital is known for its masterful management and its specific industry expertise in designing, executing and managing influencer marketing projects that are extremely engaging, authentic, and protecting the brand equity.

  • partners@r2digital.co.za
  • R-Squared Digital