Pierfrancesco Scotti

Digital Engagement and Customer Development, Colgate-Palmolive

Pierfancesco started as a media professional in Italy, creating and activating media strategies that span from movies like Madagascar for Universal Pictures to the promotion of the entire Pantene range rebrand for P&G. He moved to London to join the Global Media team at Unilever working on brands like Sunsilk and Tresemme. He was also the media lead for All Things Hair, a search driven platform where all content was produced by Influencers. He then joined the Northern Europe team of Colgate, opening up the Digital Engagement role for the Oral Care professional team, before moving to Germany to keep expanding the digital capabilities and reach of the Professional team.

15:00 - 15:20

Wednesday, 17 February Virtual 17 February 2021

Does it take a scientist to talk to a scientist? Opportunities and barriers for B2B Influencers marketing in the Professional Oral Care community

Influencers are relatively new to B2B marketing. Professional communities like to be spoken as experts, so a key challenge is how to get the right balance between forming emotional connections with the oral care professionals whilst keeping a professional and scientific tone. Finding and selecting the right influencers is not easy. There aren't enough influencers in this sector, and therefore the competition can be high. At the same time, we are faced with the opportunity of creating our own advocates.