Celebrity influencers paid up to £1m to advertise deodorant

Celebrity influencers paid up to £1m to advertise deodorantTo play this video you need to enable JavaScript in your browser.This video can not be playedFigure caption, How much do influencers get paid to endorse products?Published1 minute agoThe #ad posts on your feed may look relaxed, personal and spontaneous but behind many of them is a carefully planned campaign, a detailed contract and, in some cases, a seven-figure fee.For Charlie Bowes-Lyon, the co-founder of Wild, a refillable natural deodorant, influencer marketing has been a huge part of the company's success and he calls it his "secret sauce".Wild, which was bought by Unilever last year, uses high-profile names including Stacey Solomon, Emma Raducanu and Molly-Mae Hague to promote its products on Instagram.Bowes-Lyon says the brand has spent millions on its partnership with Raducanu and hundreds of thousands on campaigns with Solomon and Hague.People buy from peopleHannah Campbell, founder of influencer marketing agency One Twelve Agency, says brands are using influencers over traditional adverts because "they do actually influence"."They have built audiences and communities that trust them, and the old adage 'people buy from people' is true."Consumers, especially younger audiences, aren't engaging with traditional media but they do follow and engage with their favourite influencers daily."Influencer marketing is now such a big part of Wild's business that it employs a team of more than 20 solely dedicated to working on this.The company's yearly influencer marketing budget is just under £10m, "but next year that may double as we look for larger brand ambassadors", says Bowes-Lyon.Image source, Getty ImagesImage caption, Raducanu was paid £1m to be Wild's current brand ambassadorHow much the company spends on influencer marketing "can vary from £100,000 through to millions if you want a top-tier celebrity", says Bowes-...