Joe Ellyatt, co-founder of Komodo, a global social agency and influencer marketing specialist agency, discusses his top tips for a truly great influencer trip, with Penhaligon’s AlUla launch as a case study.
How important a part of launch campaigns are influencer trips?
Clients are growing their budgets for influencer activity – in 2025, over 50% of brands plan to increase spend on creators, according to a study by LTK and Northwestern University. As brands put more money into influencer campaigns, they expect greater professionalism and a clear ROI. Every element of influencer marketing has had to grow up, and that includes the trip.