Brother, the printer and business solutions brand, has selected Manchester-based Smoking Gun for a new pan-European influencer campaign following a competitive pitch process. 

According to Prolific North, the initiative aims to demonstrate that “your life at home can flow easier with Brother.”

Michael Macfarlane, Brother’s Senior PR and Media Officer, cites a “natural rapport” and “true synergy” between the organizations as key factors in the decision. 

“Smoking Gun demonstrated a clear understanding of the Brother brand from the get-go and delivered a creative, trend-lead, standout pitch, full of ideas that could easily shift the dial for us as a business and help us reach our objectives,” Macfarlane said in a statement. 

The campaign strategy involves tapping into the latest cultural trends to curate relationships with “authentic creators” across multiple European markets. 

“Our Brother pitch success is a testament to the high quality of our growing influencer offering and shows the vital importance of a thorough and creative social campaign when it comes to enhancing a brand’s perception,” stated Smoking Gun CEO Rick Guttridge.

Brother expresses readiness to pursue “big and bold goals” in changing consumer perceptions about the brand. Guttridge added that Smoking Gun aims to “change the game” in brand awareness and is prepared to “print a path to success” in collaboration with Brother.

Influencer Marketing’s Footprint in Europe

In late May, several European creator economy trade associations formed the European Influencer Marketing Alliance (EIMA) to promote responsible practices within the industry. 

The alliance brought together the Influencer Marketing Trade Body (IMTB) from the UK, Union des Métiers de l’Influence et des Créateurs de Contenus (UMICC) from France, and Bundesverband Influencer Marketing e.V. (BVIM) from Germany.

IMTB’s Director General Scott Guthrie stated the sector was valued at $24 billion and growing 12.86% year over year. He cited projections showing it will reach $200 billion by 2032.