‘Influencer marketing’ has become such a mainstream concept, that one of the Apprentice finalists in 2016 based her business proposal around this marketing technique. Using influencer marketing, brands enlist celebrities and social media ‘influencers’ - people with large, highly-engaged followings on social media platforms - to post about their products or services. Statistics support influencer marketing being a cost-effective way of reaching new consumers, but we wondered how consumers feel about seeing marketing messages reach them in this way. Unsurprisingly, we found that the execution of this type of campaign can determine its success or failure. Let’s run through our findings and our advice on how to ensure that when you invest in influencer marketing that you get the results you expect.