Philippines-based market agency Havas Red has announced a new approach to influencer marketing that focuses on tapping into niche communities and subcultures rather than relying solely on traditional metrics like follower counts and impressions.

The new initiative, “SWAY by HAVAS Red,” digs deep into understanding diverse subcultures’ nuances, language, and values. The agency aims to facilitate authentic connections between brands and defined niche audiences.

“Subculture-focused influencer marketing represents a significant shift in marketing,” Jos Ortega, CEO of Havas Ortega and General Manager of Havas Red Philippines, said in the announcement. “Previously reliant on traditional paid celebrity endorsements, we now harness the power of focused collectives.”

Ortega explains that influencers have become trusted leaders within subcultures. By aligning collaborative campaigns with the core values of both the influencers and their niche communities, Havas Red believes it can foster deeper engagement and brand loyalty.

“We are redefining influencer marketing in the Philippines,” Dayniel Garcia, Head of SWAY by HAVAS Red Philippines, stated in the announcement. She cites the emergence of subcultures as a driving force behind the need to analyze cultural context more thoroughly.

The agency touts its proprietary strategic and measurement tools, which inspire these fresh approaches to delivering more impactful results for brands.

At the core of SWAY’s methodology is Havas Ortega’s “Mx” planning philosophy, which is centered around “Connection,” “Context,” and “Content.” This philosophy guides the delivery of the right message in the right format to the right audience when they are most receptive.