A 2011 survey conducted by BlogHer and co-sponsored by global communications firm Ketchum found that bloggers’ endorsements wield more influencing power than celebrities.
I suppose this could be true in certain instances, but let’s look at the following instance, a dramatic long-form ad from Italian fashion house Dolce & Gabbana.
Why hire Martin Scorsese to direct Scarlett Johansson and Matthew McConaughey in a black and white vignette—an ad that costs millions to make—if fashion bloggers could do as much for the brand?
Because Dolce & Gabbana’s “Street of Dreams” is a fantasy, and it takes box office stars to realize this kind of dream. To motivate purchase intent, we needs to see Ms. Johansson and Mr. McConaughey flirt, and know that all the scenes smell of Dolce & Gabbana The One (and that we too can experience a romance-to-remember, simply by visiting our nearest Macy’s fragrance counter today).
I’m sure blogger-supported digital word-of-mouth does produce positive results for some products, but I can’t think of a single product that a blogger might peddle more effectively than Ms. Johansson and Mr. McConaughey. Can you?