This week we are seeing hearts, red, couples and love everywhere, or at least on social media. Today is Valentine’s Day! and campaigns have gotten to work.
Every important date is a perfect opportunity to carry out advertising campaigns and in the digital field, it is the ideal opportunity to docampaigns with influencersfor several reasons:
- From a commercial point of view, many people usually buy some detail or gift for their partner. Therefore, the days planned for Valentine’s Day are the ideal time to impact the public with products to give as gifts on this important date.
- From a creative point of view, Valentine’s Day is a great opportunity for both brands and influencers. On the one hand, the brand can create a concept of love within it, as is the case in the example we will explain below. On the other hand, influencers can create more striking content.
Example of campaigns with influencers: Valentine’s Day and Pepe Jeans
One of the campaigns that we are seeing the most these days for a day like today is that of Pepe Jeans fragrances under the hashtag#pepejeansfragrances.
Instagram search results for the hashtag#pepejeansfragrances
The influencers chosen for the campaigns announced a raffle in their twitter database posts to their audience with the product to be promoted: the glass-shaped fragrances under the campaign concept: “toast to love”, referring to the shape of the fragrance.
If we analyze the data with our Influencer Marketing software from six posts of the total campaign, we obtain the following main KPIs:
- Reach: 1.1M
- Engagement: 7.10%
- Interactions: 80.7K
- Earned Average: $15,336.19
Results offered by Influencity software of the publications
of@raquelreitx,@carlotaweberm,@paula.loves,@susana_bicho90,@alexgarcialoboand@missgutstein.
Despite only being up and running for a few days, the campaign is customer relationship managementachieving a very good level of interaction. As we already know, the more pressure the influencer puts on promoting the action and the longer the giveaway remains open, the better engagement results we will get.
At this point, the campaign could have been more distributed since the act of giving is something mutual, but perhaps the objective of the campaign was to impact girls. On the other hand, the age group most reached is between 18 and 24 years of age.
Results offered by Influencity software of the publications of@raquelreitx,@carlotaweberm,@paula.loves,@susana_bicho90,@alexgarcialoboand@missgutstein.
And, as with all campaigns, there are influencers that work better than others or simply some posts are more successful. In this case, which post has worked best for the audience? Let’s analyze it!
Which influencer has achieved the most engagement?
However, in this example we can see that similarly, the engagement is crm ranking methodology lower. Let’s look at the case of @paula.loves, @susana_bicho90 and @carlotaweberm and their posts where they toast to love.
These posts and their data analysed with our Influencer Marketing software show that in this sector not everything is about followers, nor are all influencers “valid” for the campaign objectives. There are many more factors that determine the success of a campaign and choosing the right influencers with optimal data will make the result more optimal.
Results offered by Influencity software of the publications of@carlotaweberm,@paula.loves,@susana_bicho90
As we can see, Susana has a reach similar to Carlota’s, however, the engagement is less than half. Another case is that of Paula Loves, who has almost half of Carlota’s followers, Love on b2c phone list Instagram but her engagement is very close: 4.53%.
In other blog posts we talked about the importance ofInfluencer engagementfor a campaign and the right choice according to the objectives. However, with this campaign it has become clear that love is in the networks.
Do you want to integrate actions with influencers in your digital strategy? Get in touchcontact with us!