4 Influencer Collaborations that Work & Why I Traackr

June’s Magnificence Influencer Collaborations to Watch

Welcome again to our month-to-month sequence the place we examine which magnificence manufacturers are producing essentially the most fascinating and profitable influencer collaborations! 

• Manufacturers featured: Milk Make-up, Yves Rocher, Maybelline and e.l.f.
• Key learnings: social listening and imaginative content material repay, easy methods to tastefully speak about post-pandemic residing, and an awesome instance of modern experimentation feat. the primary magnificence NFT. 

For extra in-depth magnificence developments and influencer marketing campaign breakdowns, subscribe to our month-to-month Magnificence E-newsletter. 

Milk Make-up

Finest influencer collaboration: Kevin Ninh (@flawlesskevin)

• Excessive engagement 
• High quality content material

What makes it work?

• Social listening. Among the greatest influencer collaborations begin from an natural place! In an effort to catch these alternatives manufacturers have to be actually good at shortly recognizing influencers who’re speaking about them and reciprocating the love. On June 1st and 2nd, Kevin posted Pleasure seems on Instagram utilizing a number of merchandise, together with merchandise from Milk Make-up. 9 days later, Kevin posted on his Instagram tales thanking Milk Make-up for sending him a Pleasure bundle full of colourful merchandise. The good social listening and quick reciprocation from Milk Make-up has possible earned them a brand new, genuine model advocate!
• Model values match. Not solely is Kevin a rising influencer with rising audiences on each Instagram and TikTok, he appears to share a whole lot of the identical values as Milk Make-up. Each Kevin’s motto (in his Instagram bio) and Milk Make-up’s slogan are targeted on of us with the ability to stay authentically and be true to themselves. For comparability, Kevin’s motto is, “To be flawless is to be your self” and Milk Make-up’s is “Dwell Your Look”. When an influencer and model’s values are tightly aligned, it creates an setting for collaborations which can be extra dynamic and real.

Yves Rocher

Finest influencer collaboration: Doris Blanc pin (@dorisblancpin)

• Excessive engagement 
• High quality content material

What makes it work? 

• Experiential. For our non-French readers, this collaboration between Yves Rocher and Doris is definitely a reasonably widespread giveaway mode the place of us eager to enter should comply with and touch upon the publish. Nevertheless, what we discovered so compelling about this influencer collaboration was the way in which Doris molded her content material to the merchandise. In this video she will get prime quality product pictures of Yves Rocher’s Pure Algue (pure algae) merchandise on the seaside and makes use of soothing ASMR sounds of the waves to create an expertise of the product. Not solely is that this content material good to look at and take heed to, however it’s extremely environment friendly in getting throughout the primary promoting factors of the product (hydrating, cleaning, refreshing, botanical) without having to make use of any phrases.

Maybelline

Correction made July 9, 2021: we had been knowledgeable that the #makeupforwhatyoumissed marketing campaign originated from Maybelline, not Superdrug. Though the sound and hashtag originated from Maybelline, influencers look like utilizing each for paid content material for different manufacturers.

Finest influencer collaboration: Nikki Patel (@nikkissecretxx)

• Excessive engagement 
• High quality content material

What makes it work? 

• Tastefully related. Over the previous 12 months, shopper consideration on make-up dipped as a consequence of the truth that everybody was staying residence and carrying masks. However now that issues are slowly returning to regular, make-up is making a comeback. Maybelline’s new #makeupforwhatyoumissed TikTok influencer collaboration, that includes influencers like Nikki Patel, is timed completely for this return and is geared toward turbocharging pleasure. The marketing campaign idea is straightforward: create the make-up seems you’d have worn doing all of the actions you couldn’t do in the course of the pandemic. It’s not salesy, it’s not overblown — it’s simply giving individuals a stage to indicate off all of the make-up creativity they’ve held again in the course of the pandemic. It has a splendidly enjoyable and hopeful tone for all of the issues we’ll do within the coming 12 months.
• A brand new type of problem. Make-up challenges have taken off on TikTok as a result of they’re a enjoyable and simple means for followers to place their very own spin on a bit of content material. It not solely creates a way of neighborhood, however can be an effective way to amplify model consciousness. What’s cool about this marketing campaign is that Maybelline took the ability of make-up challenges and repackaged it in retro fashion. It’s not one problem amongst many — it’s a mixtape! Individuals are positively loving this retro branded problem… the hashtag already has 20.7M views on TikTok.

e.l.f.

Finest influencer collaboration: Murillo Alessandro (@mualesandro), Stephanie Valentine (@glamzilla) and arynlei (@arynlei)

• Modern subject
• Content material/model match

What makes it work?

• Modern. NFTs* or non-fungible tokens are rising in recognition and have largely been used within the artwork and gaming industries. Now, e.l.f. is among the first manufacturers to carry NFTs into the wonder world. Its cryptocosmetics marketing campaign facilities round “Ne.l.f.Ts”, 9 crypto-collectibles which can be digital variations of a few of its hottest merchandise. To advertise this, e.l.f. partnered with a number of the largest and up-and-coming magnificence influencers like @glamzilla and @mualesandro in addition to influencers within the NFT house like @arynlei. Thus far it is unclear whether or not this primary foray into NFTs will repay – the #cryptocosmetics marketing campaign hashtag presently has 207.6k views on TikTok, which is an effective begin however nowhere close to typical make-up launch numbers. Alternatively, this can be a implausible means for e.l.f. to proceed to indicate that it’s forward of the curve with developments and a number one artistic and modern model. We will’t wait to see the place they go subsequent with it! 
• Model match. Not each magnificence model can pull off a product NFT. For one thing as experimental and quirky as this, it’s important to have the suitable model id and fan base. With its cult following and playful character (that’s tremendous tuned into web tradition), e.l.f. was arrange completely to be the magnificence model to experiment with NFTs. The model has an viewers of die-hard followers who purchase out just about each new product launch… if the concept of proudly owning a bit of e.l.f. model historical past would attraction to anybody, it might be these of us. 

*For an in-depth clarification of NFTs, try this Forbes article. In sum they’re a “digital asset that represents real-world objects like artwork, music, in-game gadgets” and extra. The large promoting level is that NFTs are distinctive digital property (verified/licensed by blockchain), making shopping for a digital asset equal to purchasing a singular piece of real-world artwork.