4 Influencer Collaborations that Work & Why: November 2021 I Traackr

Study From These 4 Influencer Collaborations

This month we’re breaking down the highest UK influencer collaborations within the following classes: Prime Performers, Most Talked about, and Greatest Submit Effectivity. 

• Manufacturers featured: Mehron, Charlotte Tilbury, MAC, and EOS
• Key learnings: Create well timed activations, faucet into the facility of mid-tier influencers, and prioritize model affinity in your influencer advertising technique.  

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

Mehron

Greatest influencer collab: Dominique Allison (@dominiqueallisonx)

• Prime Performing Model: VIT* Measures Model Efficiency in Influencer Content material
• Nice Engagement Price 
• High quality Content material 
• Well timed Activations

What makes it work?

• Hooked on the Halloween look: Mehron may need shot to the highest of the charts due to Prime-Tier creator, Tiffany Hunt, who earned the model 7.93K in VIT throughout October. Nonetheless, we have been extra within the magnificence model’s collaboration with mid-tier influencer Dominique Allison. Why? As a result of regardless of having a considerably smaller viewers, she nonetheless managed to be one of many high three VIT contributors for the model in October. The proficient make-up artist showcased Mehron’s make-up merchandise all month lengthy in her totally different Halloween make-up seems to be incomes a median engagement fee of 17.4% on 10 of her Instagram Reel movies. As a substitute of following together with typical Halloween seems to be, Dominique tapped into the rising curiosity in astrological indicators and created a sequence of astrological make-up seems to be. The truth that there are 12 indicators additionally made it simple for her to showcase Mehron’s merchandise all through your complete month!

Charlotte Tilbury 

Greatest influencer collaborations: Jacinta Spencer (@jacintaspencer)

• Prime Performing Model: VIT* Measures Model Efficiency in Influencer Content material
• Environment friendly Content material

What makes it work?

• Magic mids: Charlotte Tilbury secured itself within the high three this month due to their mid-tier influencer (50K+ followers) partnerships. As a high VIT contributor for the month, we have been intrigued by Jacinta Spencer. What particularly piqued our curiosity was how she makes use of her social platforms in a different way. For instance, Jacinta showcased her Charlotte Tilbury make-up look on TikTok, after which pointed her viewers to her Instagram reel for a extra in-depth take a look at the merchandise featured. Selecting creators who perceive the variations between social platforms will allow you to communicate extra successfully to your goal shopper. 

Study extra about how the mid-tier can assist you construct a program that steadily improves in our case examine with Avène.

MAC

Greatest influencer collaborations: Dominic Skinner (@dominic_mua)

• Most Talked about Manufacturers: Manufacturers with the Most Influencer Mentions
• High quality Content material 
• Lengthy-Time period Partnerships

What makes it work? 

• Wealth of information: Elevating model advocates is turning into an more and more necessary aspect in your influencer advertising technique. MAC does a beautiful job of leveraging their MAC creators together with Dominic Skinner, a MAC International Senior Artist and authorized “Make-up Geek.” In October alone, Dominic talked about MAC 54 occasions contributing 1.11K VIT to the model. As a strolling MAC encyclopedia, Dominic supplies distinctive insights in regards to the model and merchandise like in his pink forehead tutorial. The data and keenness that Dominic is ready to share along with his viewers fuels this improbable partnership. 

EOS

Greatest influencer collaborations: Hayley Morris (@hayleygeorgiamorris)

• Greatest publish effectivity: Manufacturers incomes probably the most VIT* per Influencer Point out
• Unconventional Companion 
• Nice Storytelling
• Excessive Engagement

What makes it work? 

• Model affinity >> the whole lot else: We often hear feedback alongside the strains of “#advert seems to be inauthentic, it’ll flip clients away from our model.” Not often do we discover this to be the case. When a model genuinely aligns with a creator’s values, it actually builds extra belief amongst your shopper. Nice storytelling is a powerful signal of conducting this model affinity. A improbable instance of that is Hayley Morris that includes EOS’s shaving merchandise in one in all her hilarious TikTok movies. Hayley, recognized for her ‘Me vs. 🧠” movies, realistically shares what occurs if you don’t use shaving cream – in actual life and in your thoughts. EOS’s complete marketing campaign of #EOSVagnastics (which gained 21.7 Million views on TikTok) showcases practical experiences of us undergo when shaving. Humor + worth = a profitable marketing campaign. 

Thanks for tuning on this month! Don’t overlook to subscribe to our e-newsletter to get the most recent insights and developments in magnificence and influencer advertising.  

Each month, the Traackr Magnificence Model Leaderboard stories influencer efficiency insights for 1400+ manufacturers within the magnificence and private care classes. For every model, Traackr measures the variety of activated influencers, mentions, engagements, and VIT throughout influencer-generated content material on social media platforms. 

*The Model Vitality Rating (VIT) measures model efficiency in influencer content material by creating an mixture rating of visibility (attain), impression (engagement), and model belief (high quality of name point out).