Interruption-free, Influential & Proud: FLUOR Lifestyle with Eduardo Prádanos

Eduardo Prádanos FLUOR Lifestyle

“Interruption-free, Influential and Proud” is a new series here at PaperKup. We’ll highlight agencies (and others) that create successful marketing campaigns in the influencer industry, influencing without spamming. First up: FLUOR Lifestyle with Eduardo Prádanos, the founder of this creative innovation agency in Spain.

What does FLUOR Lifestyle do?
FLUOR Lifestyle is a creative innovation agency. We’ve got a clear creative focus and, even though that doesn’t mean we’re always innovative, we want each project to have something new or at least something new for us–something we haven’t done before.

We founded FLUOR Lifestyle a couple of years ago. Now we’re in that moment to position the company, repeat with clients whom we’re already working with and make creative projects with important brands. For the moment we’re getting there, so we’re satisfied.

How did you get started?
FLUOR Lifestyle was born with a why: prove to myself and to people that it’s possible to do creative and innovative projects for important brands with a different working perspective. Let’s say I stopped working on big projects to work on great ones.

Employee’s personal and professional growth of employees is priority #1, as well as positioning as an important agent in the disruption and new models of audiovisual consumption, in the content and the much more accurate approach of the consumer when it comes to accessing a brand’s message.

I believe we’re an honest company–which is not uncommon. But sometimes it is in the environments where we operate: advertising industry and large-scale marketing. We like to talk with clients in a personal way, and propose projects that from another structure would be complicated.

What do you think is fundamental to create a campaign that generates word-of-mouth?
First off, for me the most important is to know your customer. Which oftentimes you might think you know, but reality is different. That’s fundamental.

Then, define the right concept, which has to be translated properly to different platforms.

Finally, understand how to use different mediums in the creative process.

These three points would be the critical ones, there are more though. Anyway, we don’t let the different platforms to define the story. The story defines the platform. The important thing here is, that creativity, that strategy, that concept. Then you can take it from there and find where it makes sense to implement them.

How do you guys start projects?
Using a methodology. When it’s a big project and we’ve got time, we make a more complete approach, but when a project is smaller, we compress it.

It’s ideal to work with time some things that require it. First, understand thoroughly the client–what’s the brief about. Where we ask all sort all questions to make sure we get the idea right.

Then, we analyze competitors. What they’re up to, and also the client. Then we propose some best practices that can be linked to what we could propose.

This allows us to have a full picture of the project. We build it from there, never before. Our experience tells us that when we build a house from the roof, the structure isn’t solid. Afterwards, we mold the concept until we find the right positioning and spread it for different mediums. That could be transmedia or not, it depends on the requirements of the project.

Ultimately, we do the whole media plan with specific KPIs, establishing beforehand a proposal based on the budget and the plan on visibility, engagement and conversion. These are three basic factor, each has different points.

Which do you think are the problems / opportunities in the influencer industry?
Notice that you call it “influencer industry” and maybe we start from a premise that is not completely wrong–but it’s sometimes pretentious. We call it an industry, but… What’s an industry? An industry is something that’s already established, with some parameters, bases… a route. There’s some sort of experience within it. It has some players settled. It has some members that accept they have their role. And in this case, everything is very fuzzy.

Influencer industry, what is it? Multichannel networks? Agencies in contact with influencers? Their representatives? Something isn’t working here.

I think this industry is growing up. People will come and go, and it’ll have to be regulated. Because we’re talking about an industry, and its legal aspects are far from clear. In fact, some skip what’s regulated without any sort of sanction.

For example, the automotive industry is highly legislated. We know what can and can’t be done. In the influencer industry you can launch a campaign skipping some things and get away with it.

Are you optimistic with it?
I am. I think there’s no other way. But at the same time I do think that along the way we’ll face situations that’ll force us to learn, fast. Because it moves really fast. But if the question is whether this thing is going to be established, yes, sure.

Situations that’ll force us to learn… Can you be more specific?
Professionalism at something that’s still to be done.

Understanding of the exact requests of the contracting agency and the client.

Find some middle ground between the influencer’s creative freedom and what the brand wants to project. A win-win.

Establishment of KPIs.

Access to analytics so the final results report is truly real.

Understand who works well and who doesn’t … Why…

Understand that qualitative approaches work too.

Don’t decide who your brand ambassadors are based on a subjective ideals of what the brand should be, leaving behind what your brand needs.

We usually choose influencers in a biased way. Very biased.

What are your thoughts on Microinfluencers?
I’d make a prior reflection. What’s influence? Who are influential? We all are some sort of influential. A recommendation from you to a friend of yours is more important than the Financial Timessays it or whoever says it is. The power of recommendation of friends is way above a campaign with influencers, because it’s more credible.

What’s the engine of all this? Many times it’s gratitude. Gratitude… what is it? It’s the reaction you show to something or someone who has given you more than expected. When you thought it was going to give you some value but it goes over it.

A microinfluencer could be you, and it could be me. With a few followers in social media, not many, but at least those following us, the ones who know a little more about us and if they follow us is for a reason.

At first, microinfluencers give you more segmentation options. They are able to reach niches that couldn’t be reached otherwise. So it seems a great to me.

Let’s talk about any recent campaign where you’ve worked with influencers.
Our last campaign was TwypTubers.

It all started with a request from ING, which is the creator of Twyp. Twyp is a payment app between friends. When you are going to drink something and don’t want to owe some money, but you don’t have cash, you can pay easily through their app. Simply by having the phone number of the other person. Too often we don’t carry cash, but with these lesser debts you leave behind you can be known as the defaulter of your group of friends and maybe you don’t want that.

Twyp solves it in a simple way: downloading the app whether or not you have an ING account, and within a click you can return it, or even make a request saying “hey you owe me $10!”.

ING told us that it could be great to create something in an environment where you’re constantly paying or borrowing small amounts of money, such as summer festivals. And it turns out we love music festivals, as a company and as consumers we go to many–and we’ve done several related projects. So, we came up with a branded content format that we call TwypTubers, which is a challenge we did with four YouTubers: how to survive a festival without cash and having only Twyp.

These four YouTubers in pairs, two in Granada Sound and the other two in Dcode [festivals in Spain]. They had 100€ in their Twyp accounts and had to live their lives in a festival, which is… I want to have a cup, I want to buy some merchandise, I want to have dinner… So the deal was that they had to find people to pay for that, and they had to pay them back. I mean, it wasn’t an invitation, it was you paid for it, but I give it back to you through Twyp.

We integrated content and entertainment with this challenge–which turned out to work pretty well. It’s been nominated as the Best Branded Content Campaign of the Year [in Spain], and it’s helped to make sure the app it’s well understood thanks to YouTubers’ content in their channels.

You can tell the campaign worked well by fans’ comments, such as “awesome promotion” or “that’s how you make a promotion”. Their followers, even though they knew it was a promotion, they’ve enjoyed it a lot because the content was so good, and so in line with what they’re used to watch, that they didn’t mind, quite the opposite. Some of those videos have been the most watched in the history of the channel. It’s worth repeating again: content of a brand that has been the most watched video in the history of the channel in some of them.

They even positioned themselves in trending videos on YouTube organically. So you can tell… The satisfaction is very high to be able to help a client like ING–to whom, by the way, I take the opportunity to thank them for their trust and their great predisposition–for Twyp to reach people. In fact, we use it a lot in FLUOR Lifestyle, it’s really useful.

Actually when you don’t hide the fact that a brand is promoting a campaign… People appreciate it.
That’s it, definitely. If you make everything clear it’ll play to your advantage.

Otherwise you’re changing the rules of the game before you even get started. It could be covert advertising and it could get you in big trouble.

In this way, with a humble approach, 98% of the comments were positive, something difficult to get in any campaign. That’s not normal, especially with YouTube subscribers who easily point their fingers at paid campaigns.

How did you get with this idea?
It was hard, but we realized that we needed to create a format in itself. A format that was interesting and in this case we could support people who already had some relevance and credibility… For their youth, freshness and being linked to music festivals. When we put all that in the shaker, we found the format. Until then, nothing.

What we did was to understand very well how the app worked, use it between us… It’s simple, but even the simplest thing you have to touch it in order to know how to get the best of it. We became users of the app.

What was the biggest challenge?
The biggest challenge was reflecting the exact same idea we had in our head to the final piece. That’s been a big challenge. Always keeping in mind that had to be new content that actually entertained.

What are you working on now?
We’re working on a bunch of projects related with TV channels, series launches and some stuff with FMCG brands. We don’t really like to talk too much about them for respect of the client–even for caution. So you’ll see more news soon.

And this is proof that you put into practice storytelling principles. Stories need some sort of hook, right?
That’s it!

Long-term. How do you think FLUOR Lifestyle will evolve?
I’d like to keep positioning it, with humility, as an independent agency that helps brands to achieve their public in a different way. Maintaining stable growth, giving priority to the personal and professional development of the people who are here, being honest with ourselves and those who trust us. And always with a good work environment… For us that’s must. Today we have that and we want keep it that way. We have a terrific team!

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