At Moscow’s Sheremetyevo International Airport in early 2017, waiting to board his flight back to Paris, Olivier Billon noted a forty-something man beside him wearing an expensive Panerai watch and asked how he got to know the brand. The answer surprised him: Instagram. But it also filled him with pride: Mr Billon is a pioneer of influencer marketing — where brands engage those with millions of followers on social media, whether with experiences, gifts or money, to promote their goods.
2017年年初，在莫斯科谢列梅捷沃国际机场(Sheremetyevo International Airport)候机返回巴黎的奥利佛•比朗(Olivier Billon)注意到身旁坐着位佩戴名贵沛纳海(Panerai)腕表的四十多岁男子，并问其是如何知晓这款腕表的来龙去脉的。对方的回答大出其意料：竟是通过Instagram！但这样的回答也让他很是自豪：比朗是“意见领袖（即网红）影响力营销”(Influencer Marketing)风潮的引领者——让各大品牌与那些粉丝达数百万的网红通力合作（不管是通过亲身体验产品、免费赠送还是支付酬劳），来推销自己旗下产品。