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Insights

6
Oct

Creating Win-Win-Win Influencer Marketing Campaigns

When working with creators, it’s important to give them the freedom to create content that will resonate with their community and highlight your brand. 

Working with a talented creator is like working with a creative agency, social marketing expert and celebrity talent all wrapped into one.

To build influencer marketing programs that resonate, the most successful campaigns are the ones where everybody wins.

1. When the Creator wins, they deepen their relationship with their existing followers or build new followers

2. When the Consumer wins, they are connected to a tribe of like-minded people that stand for something and stand-out from the rest

3. When the Client wins, they are able to achieve and measure a desired set of objectives

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When the Creator Wins, they deepen their relationship with their existing followers or build new followers

In the influencer marketing space, value can come in many forms beyond financial compensation. As a client, it’s important to do whatever you can to support the creators you work with so that they are able to foster their online relationships and continue building communities. Two great examples of campaigns that do this are:

Jaguar & Dua Lipa Remix campaign, which reached 125 million people via social channels and resulted in more than 74,000 remixes globally, making Want To the most remixed song in history.

With the help of Jaguar’s custom-made software, Dua Lipa created an exclusive remix of her latest track, ‘Want To’, and empowered fans to create their own remixes, too. The campaign reintroduced the Jaguar brand to a younger audience while driving fan interaction with Dua Lipa.

Mastercard’s Can’t Judge a Book by It’s Cover profiled a number of emerging songwriters that resulted in them getting sited to record deals.

When the Consumer Wins, they are connected to a tribe of like-minded people that stand for something and stand-out from the rest

What does the consumer want from your social and influencer marketing?

They want to be part of a community of like-minded people that stand for something and stand-out from the rest. Tall order on the part of an advertising campaign?  Possibly, but many marketers are rising to the challenge.

Carlings, the Scandanavian clothing company, built a virtual tailor for users to wear their online clothes in order to promote the launch of their online store.

When the Client wins, they are able to achieve and measure a desired set of objectives

A client’s goal should be aligned with the creator’s goal of engaging their existing following. True creators will have spent a lot of time and effort to build a following and earn their trust. A financial incentive alone isn’t enough to jeopardize the relationship with their audience. 

For a campaign to be successful, it’s imperative that the client define what success is — the particular outcome they’re looking for from the influencer marketing campaign. Although this may seem like a given, it can sometimes be challenging or overlooked considering there are so many key performance indicators you can measure in the social space.

Revolve, the online designer apparel site, credits its influencer marketing strategy for bringing in as much as $650 million to $700 million in revenue a year. 

Revolve uses a social index which calculates the earned media value generated by the influencers they work with.  An example of how they calculate this is highlighted on Tribe Dynamics blog.

Revolve x Song of Style

In May 2019, Revolve launched Song of Style, Revolve’s first long-term influencer collection produced by design house Alliance Apparel. It generated $5.1M EMV for Revolve in its debut month, with 226 posts from 74 creators. In the month of May alone, Revolve netted $37.3M EMV. Aimee Song was the driving force behind $925.4K of this May EMV total, while her close friend and future Revolve collaborator, Camila, drove $887.6K via 22 pieces of content. 

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We launched the Commerce & Conversions Edition of influenceTHIS because we want to further explore the intersection of digital commerce and influencer marketing. Join us and the leaders of this space, including Daniel Wellington, Mejuri, Amex, Clearbanc, Chef’s Plate, Indigo, Aurora, Lululemon, Unilever, Knixwear, Canadian Tire, and more, for a day of learning and networking.

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The Commerce & Conversions Edition Happening Wednesday Nov 13