Wild Paid Emma Raducanu £1 Million as Influencer Budget Nears £10 Million
Updated
Updated · bbc.co.uk · Jul 15
Wild Paid Emma Raducanu £1 Million as Influencer Budget Nears £10 Million
3 articles · Updated · bbc.co.uk · Jul 15
Summary
Emma Raducanu received £1 million as Wild’s current brand ambassador, part of a celebrity-led social media strategy the deodorant brand says has been central to its growth.
Wild now spends just under £10 million a year on influencer marketing and employs more than 20 staff on it alone, with co-founder Charlie Bowes-Lyon saying that budget could double next year.
Single posts can cost £2,000 to £50,000, while broader campaigns run from £100,000 to millions, reflecting longer-term deals with figures such as Stacey Solomon and Molly-Mae Hague.
Wild says those partnerships work because trusted creators can drive both brand awareness and short sales spikes, though marketers warn paid endorsements remain harder for audiences to identify than conventional ads.
ASA research cited in the report found 54% of participants were certain influencer content was advertising, versus 74% for standard brand posts, underscoring calls for clearer disclosure beyond #ad labels.