All So Pro is an online start-up, looking to harness the power of social media to capitalise on celebrity endorsements. Brands have been using celebrity endorsements for their products for decades and with over three billion social media users globally (per We Are Social and Hootsuite’s 2017 Global Digital overview), social media endorsement is becoming more and more popular with consumers, who are placing greater trust in recommendations than in traditional advertising. All So Pro act as an intermediary, bringing brands and celebrities together, allowing brands to benefit from celebrity endorsements and giving celebrities greater access to professional opportunities.
We were briefed with building a secure marketplace platform on which brands could find suitable celebrities to endorse their products on social media. It needed to be an easy-to-use extension of a brand’s marketing campaign and allow for the online management of payment arrangements.
The aim of the project was to enable quick growth of the business and to digitise the process of connecting brands with celebrity endorsements. The challenge therefore was creating a complete online process, from search to payment, which is managed through the platform and benefits both parties by being quick, secure and trustworthy. Of particular importance was managing the payment element of the process; this needed to be reliable, independent of both parties and allow for the easy raising of any issues either side encounter.
We created a platform which allows the celebrities and brands to manage an endorsement arrangement themselves online. Both celebrities and brands create profiles and after being vetted and approved by All So Pro, have access to a secure login which allows them to manage their respective accounts. This ensures that only credible brands and verified celebrities can advertise in the marketplace. Celebrities can add links to their social media and information such as following and audience engagement, to allow a brand to evaluate their suitability for upcoming marketing campaigns. Powerful search functionality allows brands to filter celebrity profiles using a range of criteria, including profession and gender and make an offer through the platform, which will appear on the celebrity’s secure area. The platform also allows the brand to manage a campaign involving multiple celebrities and multiple posts. To ensure that payment is managed independently and reliably, we put in place an integration which allows the offered payment to be held in escrow until the endorsement has been completed. This removes the need for bank details to be exchanged directly and, in case of any issues, functionality is in place to report a dispute directly to All So Pro, who can deal with it impartially before payment gets transferred. All So Pro are also able to manage their own marketing efforts – including a blog and newsletter editor – from the custom CMS.