By Deepa Vaidyanathan, Senior Communications Director - Asia Pacific, Middle East and Africa at P&G
As a principle, every P&G collaboration with a key opinion leader or influencer is declared transparently as a paid partnership.
This has not impacted the perception of authenticity or credibility because our choice of influencers and their mutual choice of our brands have to match. We find, on the contrary, that declaring paid partnership continues to drive our brand credibility and trust.
In fact, our latest Pampers campaign with the “Paid Partnership” tags on every post measured +6X more intention to buy the product than the industry average.
Learn more about the state of transparency in influencer marketing in the United Arab Emirates – Explore the full market study and report: