The HSE Graduate School of Business will continue to organize educational events with market leaders, enabling students to develop professional competencies aligned with the latest trends.
HSE GSB: how opinion leaders influence consumer choices today
Students of the Marketing and Market Analytics program at the HSE Graduate School of Business explored the mechanisms and strategies of influencer marketing.Topics of strategic marketing, market research, and marketing innovation run throughout the integrated portfolio of HSE GSB educational programs — from undergraduate to MBA level.
Today, as digital technologies and social media have a significant impact on consumer preferences, companies are actively seeking innovative ways to engage their audiences and maintain their interest. One of the most effective tools is influence marketing, which allows brands to connect with their target audience through bloggers and opinion leaders. Unlike traditional advertising, which can be perceived as intrusive, influencer partnerships are built on trust and personal recommendations, significantly boosting their effectiveness.
Third-year Marketing and Market Analytics students took a deep dive into the mechanics of brand–influencer collaboration. The lecture was delivered by Andrey Sharomov, Associate Professor at the Department of Marketing and PR Director at HSE GSB. He emphasized that working with bloggers and experts requires a systematic approach and starts with a detailed analysis of the target audience. Before launching a campaign, it's important to identify which segments are most receptive to communication through opinion leaders and to choose the appropriate media platforms. Special attention was given to metrics for evaluating influencer marketing effectiveness, and it was stressed that successful campaigns rely on high-quality content and genuine influencer–audience interaction, rather than simply placing promotional materials.
“Influence marketing is not just a promotional tool, but part of an integrated marketing strategy that requires a deep understanding of behavioral trends and mechanisms. Engagement and trust in opinion leaders, bloggers, experts, and public figures from the cultural sphere are key success factors. Companies building long-term communication strategies are investing today not only in advertising and promotion, but also in new influence technologies based on trust in opinion leaders.”
The lecture was followed by a workshop from TWIGA Communication Group, led by Aita Luzgina, Marketing Director of the agency and Director of Development at M.I.R. (part of the group). She presented several case studies demonstrating how influencer marketing can solve various business challenges.
One such example was the social campaign “Beating Means No Love”, launched in collaboration with the Moscow Government to raise awareness of domestic violence. The project involved well-known bloggers and opinion leaders who shared personal stories, published informational materials, and encouraged public discussion. As a result, the campaign reached over 36 million people, visits to the crisis center website increased 1.7 times, and the number of legal and psychological support requests grew by 25%.
Another successful case involved the Sportmaster retail chain. The goal was to promote its mobile app and boost sales through the use of a unique promo code. The agency partnered with popular fitness bloggers who not only spoke about the app’s benefits but also engaged their audiences in a prize contest. The result: over 7 million views, 300,000 reactions, and a campaign reach of 1.2 million people.
“Today, influencers are not just ad channels — they are full-fledged media platforms shaping public discourse and influencing opinion. Companies working with bloggers need to understand that the key to success isn’t just the influencer’s popularity, but the level of trust they have with their audience and the match between the audience and the communication context. Many brands make the mistake of focusing solely on reach, while real results come from organic engagement and genuine dialogue between influencers and their followers,” — added Aita Luzgina, Marketing Director, TWIGA Communication Group.
Vera Rebyazina
Head of the Department of Marketing, HSE GSB
“HSE GSB actively fosters collaboration with business partners at all levels of our educational programs. We are confident that close cooperation with leading companies helps our students effectively apply their theoretical knowledge in real-world business settings.”
Date
February 24