Susana Doncel: “Influencer activations need to become an organic part of the conversations audiences are already having”

Susana Doncel, General Manager of Keepers, shared her strategic vision of the present and future of influencer marketing during the latest panel discussion organized by El Publicista as part of its Influencer Marketing Special.

As brands look beyond traditional metrics, Susana highlighted the importance of ensuring influencer activations become an organic part of the  real conversations audiences are already having, creating more authentic and meaningful connections with their communities.

The discussion brought together industry professionals to explore the trends and challenges shaping creator marketing. Susana stressed that creativity and authenticity are no longer optional; they are essential if collaborations are to make a real impact. As she put it, “the campaign has to be part of the conversation”: it’s not just about visibility or numbers, but about building stories that resonate with people and become part of their daily lives.

The panel also explored how influencer strategies are evolving in Spain, with a particular focus on the value of involving creators as strategic co-creators rather than simply using them as distribution channels. This approach, centred on creativity, purpose and impact, reflects Keepers’ philosophy: to design campaigns that are not only seen but also felt and remembered.

Susana Doncel’s participation in the event reaffirms Keepers’ commitment to a forward-thinking vision of influencer marketing, focused on exploring new ways to connect brands, creators, and audiences in an increasingly demanding and competitive digital environment.