Valmont Cosmetics is a protracted standing skincare model that’s constructed on a basis of experience, particularly in Swiss mobile cosmetics. The model is thought for providing top quality, excessive finish, and efficient anti-aging merchandise.
Whereas the model was based over 35 years in the past and has constructed up a loyal client following, it not too long ago determined to spend money on influencer advertising and marketing so as to increase its attain. Provided that the model spans many alternative massive markets, together with North America, Europe, and Asia, it introduced on Traackr to assist its groups set up, handle, and optimize its influencer advertising and marketing applications. Up to now 12 months, Valmont Cosmetics has utilized quite a lot of influencer advertising and marketing methods however has been notably centered on enhancing its influencer product seeding campaigns.
Within the article under, Corina Stan Eriksson, social media and influencer advertising and marketing supervisor at Valmont Cosmetics shares how the model has utilized Traackr’s influencer advertising and marketing platform to enhance its influencer product seeding campaigns.
3 Methods Traackr Helps Valmont Cosmetics Run Environment friendly Influencer Product Seeding Campaigns
Influencer Discovery and Vetting
“Discovering prime influencers was a tougher course of — our groups would spend lots of time looking out immediately on every social platform, digging for information, and aligning on which influencers to pursue. Traackr’s influencer advertising and marketing platform helps us rapidly discover the correct companions by offering us with efficiency metrics, viewers demographics, and content material key phrase search capabilities.” — Corina Stan Eriksson, Social Media and Influencer Advertising Supervisor at Valmont Cosmetics
Discovering prime influencers continues to be a problem for a lot of manufacturers. In actual fact, 81% of entrepreneurs reported that discovering the correct influencers is without doubt one of the most important obstacles to constructing a profitable influencer program.
Because of this Valmont Cosmetics determined to make use of Traackr’s influencer advertising and marketing platform to seek out and vet potential influencer companions. The model centered its search on two classes of influencers:
- An aesthetic class, that focuses on companions whose content material aligns with the model’s particular picture and tone. This often consists of way of life and sweetness influencers, UGC creators, and entrepreneurs.
- An academic class, that focuses on companions whose content material gives training and experience within the magnificence trade. This often consists of professionals similar to skinfluencers, facialists, make-up artists, and esthetician medical doctors.
Utilizing Traackr’s influencer advertising and marketing platform, the Valmont Cosmetics staff was capable of finding influencers inside these classes by:
- Looking out via previous influencer content material for related rivals, subjects and hashtags
- Refining their search with influencer standards similar to job title, gender, location, language, platform, follower depend, and engagement fee
- Filtering their search with viewers demographics similar to age, gender, language, ethnicity, location, pursuits, and model affinity
Not solely did this course of make the staff’s search more practical, it finally saved them time! (When you’ve ever needed to seek for influencer companions immediately on a social media platform, then you understand simply how irritating and time-consuming this may be).
Influencer Outreach and Relationship Administration
“Provided that our model produces luxurious merchandise with distinctive elements and patented applied sciences, we select to not have interaction in mass influencer product seeding campaigns. As an alternative, we handpick every potential accomplice and solely attain out to those that we really feel assured could be match for our model and have excessive potential to actually love our merchandise.” — Corina Stan Eriksson, Social Media and Influencer Advertising Supervisor at Valmont Cosmetics
It’s no secret that influencer product seeding — if not performed rigorously — can result in lots of time and product waste. In actual fact, Traackr’s latest State of Influencer Product Seeding report discovered that 65% of entrepreneurs responded that their model will ship product to an influencer, even when they didn’t put up after receiving a present.
Because of this refined manufacturers like Valmont Cosmetics strategy influencer product seeding in another way. As an alternative of aiming for quantity (or sending out to the biggest record of influencers doable), the staff makes use of Traackr to pick out sure influencers and create customized emails, UTMs, and briefs.
As soon as the Valmont Cosmetics staff established its small, focused record of influencers, they then use Traackr to:
- Section influencers by customized teams (keep in mind these two classes we talked about above?). This not solely helps them perceive which influencers had been earmarked for which classes, it additionally helps them perceive how the classes carried out towards one another.
- Handle relationships and outline workflows. Determining who owns what on a mission could be messy, particularly with a busy staff. With Traackr, the Valmont Cosmetics staff was in a position to assign relationship possession to people, use relationship phases to align their groups on the progress of every influencer, outline engagement workflows, and assign evaluation statuses to obviously talk who’s aligned and who’s not.
- Streamline communication and collaboration. Traackr enabled the Valmont Cosmetics staff to create templated, customizable emails for his or her influencers, simply talk targets and expectations for the marketing campaign, and handle inner duties (like who’s in control of sending out merchandise to influencers).
Beforehand, all of his work had been performed via a sequence of instruments (spreadsheets, paperwork, and emails and DMs unfold out throughout completely different platforms). Whereas this isn’t unusual within the influencer advertising and marketing area — a latest survey discovered that 56% of entrepreneurs nonetheless use spreadsheets to handle their influencer product seeding campaigns — it may well find yourself being extremely arduous to handle!
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Influencer Product Seeding Marketing campaign Reporting
“The Model Buzz function in Traackr has been notably fantastic for our staff. It permits us to see all content material produced by all of our influencers throughout campaigns. Earlier than, we used to manually search for and save mentions on our telephones… now we will see all the things in a single place.” — Corina Stan Eriksson, Social Media and Influencer Advertising Supervisor at Valmont Cosmetics
One of the vital troublesome issues about influencer product seeding campaigns is monitoring success. Provided that there is no such thing as a assure that an influencer will put up, it’s usually a busy scramble to seek out and log influencer mentions as they arrive in.
Because of this Corina and her staff liked utilizing Traackr’s Model Buzz function, which routinely pulls in influencer content material and mentions from campaigns. Along with automating influencer content material gathering, and storing them in a centralized place, Traackr additionally offered Corina and her staff with related information for his or her marketing campaign reporting. Particularly for influencer product seeding campaigns, the staff pulls statistics like:
- Variety of lively influencers
- Variety of mentions
- Examples of finest performing content material
- Benchmarks towards aggressive manufacturers
Professional tip: Need a shortcut for pulling collectively your report in your subsequent influencer advertising and marketing marketing campaign? Right here’s a free template.
What’s Subsequent for Valmont Cosmetics?
The staff has seen good outcomes up to now, so it’s persevering with to ramp up its influencer product seeding and sponsored content material campaigns. The subsequent problem that the staff is planning to deal with — they need to launch influencer affiliate applications!
If you wish to keep updated on the unimaginable work that Corina and her staff are doing at Valmont Cosmetics, observe the model on Instagram @valmontcosmetics.
