A Tale of Two Brands: Why Data is Everything in Influencer Marketing

Updated: Oct 30, 2018

Last Autumn, HopperHQ revealed that the celeb grabbing the biggest Instagram pay check was Selena Gomez. With 122 million followers, she was netting $550,000 per post. But were the businesses that paid the tidy sum getting their money’s worth? Perhaps some were, but some not all.

Selena’s ability to command the fee she did came about because she was the most followed person on Instagram. Moreover, she broke records and earned a place in Instagram history for having the most liked photo of all time. The snapshot: a glammed-up Selena holding a bottle of Coke-a-Cola with her lyrics printed on the label as part of their Share-a-Coke campaign. That was arguably a major win for Coke, but perhaps not quite the way one might think. See, Coke was losing the millennial audience when that post went viral. Between the social media activity, personalisation, and carefully selected influencers, Coke grew sales by 2%.

On the other hand, Gomez was also a Pantene girl. Whereas her coke picture has nearly 7 million likes today, she only managed 1 million for Pantene. As it turns out, the starlet couldn’t help Pantene reach a prime audience and only 3% of them engaged with her photos.

You Must Know the Data

Even though Gomez had a phenomenal following and went on to be dubbed one of the most influential people on social media, she wasn’t a great fit for that particular campaign. She worked well as an ambassador in other countries such as the Philippines, particularly when print ads and Facebook ads were ran together, but she couldn’t capture Instagram for Pantene. The demographics of her audience simply weren’t in alignment with the brand and she didn’t have the engagement the campaign needed to be successful. That’s not to say she wasn’t a tremendous influencer—she was. Videos of her Spanish ads went big in Mexico as well. However, Pantene still lost £23 million in a year with Gomez as an influencer. What they failed to address was that women were washing their hair less and, of course, they missed the mark on some of their campaigns.

Drill Down What You’re Looking For

Who is your target audience? Consider the individual consumers, who they’re connected with, what their life is like, and why they might be interested in your brand.

What are they likely to purchase from you? Coke did a good job of capturing a millennial audience with Share-a-Coke, but they really grabbed their attention when they reformulated and rebranded diet coke. It worked well because they were losing sales as people became more health conscious. Before you invest in influencer marketing, make sure the product or service you’re offering is not only appropriate for the audience you’re targeting, but will also come across as something the influencer can be authentic with.

Where are you expecting them to take action? With something like the Coke campaign, the company could measure how many additional bottles were sold in stores. On the other hand, influencers can invite people to sign up for a contest, place an order online, or take any number of actions. Make sure you can track your success in some way, so you can duplicate it and/ or improve it.

Why does your target audience make purchases? Consider what motivates them most. Is it trust? Value? Exclusivity? Or something else? Craft your messaging and select your influencer accordingly. It’s also a good idea to consider what might stop consumers from purchasing; Coke caught on that millennials wanted something that appeared healthier, while Pantene discovered women were using less shampoo overall.

Tap into the Power of Micro-Influencers Too

You don’t need a global phenomenon like Selena Gomez to help your brand grow or build relationships. The reality is, the more often people see your message, the more familiar and comfortable your brand becomes to them. Consider working with one or more influencers who have a smaller footprint, but airtight demographics and high engagement, so you can reach the same people with your messaging more often.

Reach Your Audience with Influencers in Sports

Vensy is wholly dedicated to helping brands connect with sports talent to create powerful influencer marketing campaigns. Our data-driven approach ensures you’ll find the right influencers to reach your target audience and gives you actionable analytics as well as a streamlined platform that connects you with your dream team to get moving fast. If you’d like to explore which sports influencers are right for your brand, book a demo today.

© Vensy Ltd 2018
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