What challenges do you face when working with influencers?
With the support of selected influencers, we have the opportunity to reach new potential users and strengthen the awareness of our skincare brands. Not necessarily the number of followers but much more the brand fit is crucial.
Before planning a campaign, a targeted strategy and campaign goals should be defined so that the expectations are clear for all parties involved. These should be set out in more detail in an extensive influencer briefing and a detailed cooperation agreement. In a personal briefing, the influencer has the opportunity to outline creative considerations and the client can already introduce possible objections and suggestions for change.
We are happy to give the influencer creative freedom in content creation, as long as no competing third-party brands are involved, the product is highly visible or vampire effects are prevented.
Large influencers, especially vloggers and welebrities, are often managed by PR agencies. This can sometimes lead to a silent-post dilemma and make communication flows more difficult. That’s why I’m more of a fan of personal dialog and direct exchange with the influencer. jpgbb.pro
After the end of any influencer campaign, it is essential to measure the campaign success. How did our post engagement perform compared to other posts. How many new followers did we win during the campaign phase? What was the overall share of voice score? Did we gain new users? How relevant was the post to their follower? What was the feedback (comments) on the posts? How broad was the reach? What was the personal engagement and feedback from the influencer? etc
What are the specifics of an influencer campaign?
In short, authentic branding. Engaging user-generated content. Measurable success.
You have the opportunity with influencers to create new user-generated content and thus reach beyond your own channels to new audiences. You can experience the influencer’s brand experience and that of his fans and followers live in real time.
The influencer is asked to tell his personal experiences with the product in an authentic way among his followers. In doing so, you should give your co-op partner enough time to test the product in peace. The supreme discipline is to find an influencer who already knows, loves and understands the brand or, in the best case, has already used the product for a long time – an Ambassador. And thus to gain the status of a lovebrand.
Can you give us an example of such a campaign and explain it in more detail?
A campaign we started last year to increase awareness of the Universkin brand for a period of 3 months. We chose 10 influencers – a mix of micro and high reach influencers.
Female Influencers between 22 and 47 years old from Austria” and who are active in the areas of “Sport, Travel, Beauty, Food & Drink, Health, Fashion/Lifestyle, Family”.
The following task and objective were communicated:
We organized a free consultation appointment with one of our dermatologists. Using an innovative skin analysis, the doctor can identify the appropriate active ingredients that are best suited for the customer to achieve the best results.
For this, we have agreed on 2-3 posts (no stories, as the coverage in the feed is currently even stronger).
Post 1: Skin analysis experience
Post 2: Your personalized serum.
Post 3 Results after 3-4 weeks
- Free skin analysis at the doctor’s office (clinic: YUVELL by Croma in Vienna) worth 100€
- Customized skincare consisting of:
Serum incl. active ingredients as well as additional moisturizing care worth 250€
- 1 pack of Princess Skincare Face Masks to moisturize and soothe the skin worth 30€
KPIs & Influencer Reporting:
- Engagement on average and engagement comparatively
- Reach posts average vs reach of our post
- Total reach posts
- Number of posts
- Target group mix
In addition, the influencers received an individual tracking code. We were able to measure how many appointment bookings were generated in the course of the campaign and how many new customers were achieved. Campaign hashtags were generated in order to increase the social media share of voice.