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From Heineken to Influencer Empowerment: Sergio Barreda Unveils the Secrets of Success at Keeper Experience

Sergio recognised a huge business opportunity in micro-influencers when individuals solely sought collaborations with celebrities and big influencers

Andrea Neira
September 2023
Influencer Marketing

In the dynamic world of influencer marketing, everyone looked at the celebrities and big influencers whilst Sergio Barreda , Founder and CEO at Keeper Experience, identified a business opportunity with micro-influencers when nobody wanted to work with them.

Sergio is one such visionary leader who has seamlessly blended his insights from a prestigious career at Heineken with a passion for influencer empowerment.

In this exclusive interview, we delve into Sergio's journey, the remarkable rise of Keeper Experience, and the unique strategies that set this talent management agency apart in the Spanish market.

From his background at a global beverage giant to the challenges and triumphs of influencer collaborations, join us as we uncover the secrets behind Sergio Barreda's remarkable success:

Andrea: Sergio, before we dive into Keeper Experience and the influencer industry, could you please introduce yourself and share a bit about your background? I understand you had a role at Heineken?

Sergio: Certainly, Andrea. Before founding Keeper Experience, I had the privilege of working at Heineken. This experience provided me with valuable insights into the marketing and branding world, which have proven to be incredibly beneficial in my current role as the Founder and CEO of Keeper Experience. While I worked at Heineken, I had the privilege of being one of the first marketers working with the first creators in Spain. However, I quickly understood that the smaller ones will soon become a business opportunity, and look at us now!

Andrea: Great, thank you for sharing that. Now, let's talk about Keeper Experience. Could you please tell us about the agency and the services it offers to influencers and brands?

Sergio: Keeper Experience is a leading Influencer & Talent Management Agency in Spain. We specialise in connecting influencers and celebrities with top brands for collaborations, endorsements, and marketing campaigns. Our services include talent representation, campaign strategy, and content creation.

Andrea: What sets Keeper Experience apart from other talent management agencies in Spain?

Sergio: Our unique selling point is our deep understanding of both the influencer landscape and the brand marketing world. We excel in matching the right talent with the right brands, ensuring authentic and impactful collaborations.

Andrea: Can you share some of the notable brand partnerships or campaigns Keeper Experience has been involved in?

Sergio: Certainly. We've had the privilege of working with prestigious brands like Estee Lauder, creating successful influencer-led campaigns that resonate with their target audience, and many more I can't mention right now.

Andrea: How do you identify the right influencers or talent for a specific brand or campaign?

Sergio: We conduct extensive research to identify influencers whose values align with the brand's identity and target audience. We also consider their engagement rates and authenticity to ensure a seamless fit.

Andrea: What are some of the challenges you've encountered while managing influencers and talent, and how do you address them?

Sergio: One challenge is ensuring that influencers maintain their authenticity while promoting a brand. We address this by fostering genuine relationships and providing creative freedom within the campaign guidelines.

Andrea: Sergio, what should an influencer be like to collaborate with Keeper Experience? Are there specific follower counts you look for, and are there any types of influencers you would never take on as talent?

Sergio: An ideal influencer for Keeper Experience should first and foremost be authentic and passionate about their niche. While follower count matters to some extent, it's not the only deciding factor. We've seen successful collaborations with micro-influencers who have a highly engaged and loyal audience. What matters most is their ability to connect with their followers in a meaningful way. We typically consider influencers with a range of follower counts, from micro to macro, depending on the campaign and brand goals. However, we would never take on talent who engage in unethical practices or someone with 20,000 followers in the beauty niche, or someone who is buying followers or promoting harmful content. Authenticity and alignment with brand values are paramount in our selection process.

Our preferred niche is comedy and entertainment, so when we take in new talents they mostly come from that niche.

Andrea: What are the main challenges you see in the Spanish market for influencer and talent management agencies like Keeper Experience?

Sergio: One of the significant challenges we face in the Spanish market is the issue of late payments from brands. This can put extra pressure on our agency's cash flow because we need to ensure prompt payments to our influencers to avoid breaching our contracts with them. Oftentimes, we have to dip into our own resources when brands don't pay us on time to ensure that our influencers are compensated as agreed. There are of course brands who are great to work with but sometimes these things happen and they have huge repercussions.

I think we are working in a sector that is quickly changing and becoming more and more professional, and I am looking forward to seeing how new tools, AI and tech help us improve our processes.

Thank you so much to Sergio for the interview and to you, for reading until the end!–share if you found this insightful!

All yours,

Andrea Neira
Head Of Community @Gigapay

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