Stefan Michalak on giving brands “integrity through creativity”




Robert Anderson

Our Executive Director, Robert Anderson, shares some insights from our latest Digital Academy with YouTube star Stefan Michalak on how brands should work most effectively with influencers.

‘As part of our Good Relations Digital Academy, we were recently joined by YouTube sensation, Stefan Michalak!

Stefan joined Robert Anderson, our Head of Online, and a selection of brand marketeers over breakfast to discuss the role of influencers and how they can enhance a brand’s marketing strategy.

Good Relations research recently found that, when someone is thinking making a purchase, Online Influencers are far more powerful than TV or Digital ads and, indeed, are second only to Word of Mouth recommendations

Stefan regaled us with tales of his incredible (and sometimes rather unusual!) life as part of one of the UK’s most famous influencer families: The Michalaks. Together with his wife Hannah (also a successful influencer in her own right), their young son and soon-to-be new baby, they regularly create stunning video content for their 270k subscribers. Much of it involves travel, much of it involves typical family life, much of it is now supported by brands and all of it (even when sponsored) feels incredibly genuine, artistic and creative!

Over the hour, Stefan shared a huge number of insights and a few are listed here:

  • Influencers spend a huge amount of time and money creating branded content which both works for their brands and is loved by their audience. Often, almost all of their fee is reinvested in the content, it’s not simply a case of dropping a product name in!
  • As a brand, you should care far more about the quality and demographic of an influencer’s audience rather than simply the number of followers they have. That way, if you use the correct influencers, your message goes straight to your target audience. This is different to many other forms of marketing, such as TV ads, where a large percentage of the people who see it may not be at all interested.
  • Influencers are a unique way to give brands “integrity through creativity” – our favourite tag line from the event!

Stefan made it clear that it is critical to pick the right influencers for your brand and for influencers to only work with brands where there was a natural association. To find out how to put more science into the art of your influencer relations strategy, contact Holly at

This was published by…

Robert Anderson

You may also like

Hangover Free
View our Work
Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from Youtube
Consent to display content from Vimeo
Google Maps
Consent to display content from Google