Dubai-based Access Influence has launched a new digital platform that connects brands with their loyal consumers. The platform offers opportunities in word-of-mouth marketing, rewards consumers for sharing experiences about brands they relate to, and allows brands to give back to consumers and increase their market exposure.
Nour El Chaar, CEO and founder, Access Influence, said: “Working with some of the world’s biggest brands, I have understood the true value of word-of-mouth marketing. Spending money on advertising is becoming less and less effective due to general ad blindness. Companies, regardless of size, stand to make the most of their marketing budgets by rewarding passionate advocates and growing with them in a market environment where trust in brands is low.”
He added: “Overall, by creating real conversations within relevant communities, the overall authenticity of the brand is elevated, while influencing purchase decisions among more like-minded and trusted consumers such as friends, family members and peer-groups. In today’s gig-economy, consumers who become brand advocates also benefit commercially from working with brands they already love.”
Access Influence’s solution is being introduced at a time when despite large budgets being spent on push media, there is low content engagement and subsequently even lower consumer action. Over the past year, trust in traditional media fell five points to 57 percent according to the 2017 Edelman Trust Barometer.
Brands can sign up to the new platform for free, where they are able to create their own briefs, and track their campaigns. Briefs can be self-created by the brand or open to influencers for their own creative submissions. Brands can preview proposed content, customers, and estimated results even before fully committing to the program.
Payment is initiated once the campaign goes live, upon which they start receiving live update reports. Brands and agencies can monitor real time campaign analytics and results via their campaign dashboards and consumers get rewarded by the brands they advocate.
The application is now freely available for iOS users to register and potentially work with brands. Briefs are shared with consumers automatically via the Access Influence app. Algorithms filter through the submissions to build a campaign based on the brand’s budget, objectives, target audience, and content guidelines.
Access Influence launches tool to connect brands with consumers
Access Influence launches tool to connect brands with consumers
LuLu Walkathon: 22,000 participants champion greener future
Alkhobar’s New Corniche transformed into a vibrant hub of energy and community spirit when more than 22,000 people gathered for the highly anticipated “LuLu Walkathon.” Organized by LuLu Saudi Hypermarket, the 3-km event was held under the patronage of the Ministry of Sport and Alkhobar municipality on Jan. 31. The walkathon successfully united the community under the themes of health and environmental sustainability.
The event was held with the cooperation of Meshaal Al-Harbi, head of Alkhobar municipality, and Tareq Al-Qahtani, director of the Ministry of Sport’s Eastern Province branch. The official flag-off was performed by Mohammed Haris, director of LuLu Hypermarket Saudi Arabia.
This year’s walkathon went beyond fitness, offering a rich tapestry of entertainment including soulful traditional Arabic music, a contemporary violin performance, and a playful “donuts dance,” which ensured a festive atmosphere for families of all ages.
A major highlight of the morning was the presence of Khadra. Khadra served as a living reminder of the Kingdom’s deep-rooted cultural artistry, posing for photos with the thousands of participants who lined the coast. To ensure every attendee felt the spirit of the celebration, participants were geared up with a premium merchandise kit containing custom-branded T-shirts and caps. Furthermore, every individual who successfully completed the 3-km route was rewarded with an exclusive LuLu goodie bag at the finish line to celebrate their achievement.
Sustainability remained a core pillar for the LuLu Walkathon this year, reflecting the brand’s long-term environmental vision. LuLu’s staff managed the route with a strict focus on environmental responsibility, while strategically placed refreshment stalls kept walkers hydrated without compromising the pristine condition of the corniche.
The massive success of the event was supported by key partners, including MasterCard as the commercial sponsor and Nada, which provided vital refreshments, alongside significant support from Radio Mirchi and Alyaum newspaper.
“The walkathon concluded not just as a race, but as a meaningful tribute to the Kingdom’s past and a definitive step toward a sustainable future,” a statement said. “By blending physical activity with cultural celebration and environmental stewardship, LuLu Hypermarket reaffirmed its commitment to the Saudi community, promoting an active, engaged, and responsible lifestyle for all residents.”
