Looking for a Good Super Bowl Influencer? Here’s How to Find the Best One to Work With

OMD and AI technology company Influential debut the I-Score

Influencer Cassey Ho ranks high on the list for QSR brands. Getty Images
Headshot of Katie Richards

Finding the right influencer partner for your brand can be tricky. In recent memory there have been events ranging from the disaster that was the Fyre Festival to the downfall of Logan Paul, that have demonstrated to brands the potential pitfalls that can come from working with influencers. AI influencer technology company Influential and OMD think they have a solution for clients looking for smart, strategic influencer partnerships: the OMD I-Score.

The I-Score is an IBM Watson, AI and machine learning-powered scoring system for brands. Put more simply, the technology uses machine learning to help brands determine the best influencers to work with based on a few different factors. It’s essentially a modern day Q Score.

“It’s a combination of understanding how we can remove the subjectivity but then also having some sort of repeatable or consistent way to measure influencers across the board,” Doug Rozen, chief digital and innovation officer for OMD, said.

“It’s all based initially on the match between, whether it’s a vertical or individual brand, based on demographics, contextual relevancy and psychographics,” added Ryan Detert, CEO of Influential. The technology can also get as granular as determining the engagement rate an influencer is getting on an organic post (one without brand dollars behind it) and a post that a brand has paid an influencer to put up.

With Super Bowl LII coming up this weekend, OMD and Influential pulled some data for brands in the consumer packaged goods (CPG) and quick-service restaurant (QSR) sectors to show how the technology works. Influential’s technology is able to find what the core demographic is in different sectors (for QSR it’s men and women ages 18-34, and for CPG it’s 13-44) and what characteristics those people share. It then applies that information to find the perfect influencers.

Take CPG for the Super Bowl this year. Top influencers, per OMD and Influential, for brands in that space include David Lopez, Lauren Elizabeth, Adelaine Morin, Joy Cho and Marcus Johns.

Influential’s technology is able to assign a rating to each influencer (Marcus Johns, for example has a PG-13 rating, while Joy Cho’s content rates as PG), making it easier for brands to find the right personality and tone for any influencer posts or campaigns. The technology even determines whether the influencer has a large or small portion of bot followers—all the top five influencers for CPG have low bot followings, for example.

On the QSR side, top influencers include Cassey Ho, Becca Tilley, Arielle Vandenberg, Matt Cutshall and Manon Mathews.

“With the growing reliance of brands on influencers and the intrigue of infleuncer marketing in general, we wanted to remove the subjectivity in selecting influencers and leverage what Influential has built and the whole Watson underpinning of the solution,” added Rozen.


@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.
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