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

Study From These 4 Influencer Collaborations

On this breakdown of influencer collaborations, we deal with hair care manufacturers and analyze why these attention-grabbing and profitable collaborations work. 

• Manufacturers featured: GHD, Redken, Aveda, and Head & Shoulders.
• Key learnings: Temporary on the worth of a product not its attributes, construct belief by bringing creators into your model, and don’t neglect the worth in creating robust model advocates. 

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GHD

Finest influencer collaboration: Chlöe Swift (@chloeswiftstylist)

• Instructional Content material 
• Lengthy Time period Partnership 
• Elevating Model Advocates

What makes it work?

• Put money into advocates and educators: Entrepreneurs have lengthy coveted VIP influencers for his or her giant audiences (5M+), assuming that they’ll obtain greater than lesser-known influencers. Information backs this up — we frequently see VIP influencers contribute extra to a model’s VIT rating on account of their excessive visibility (attain) and affect (engagement). Nonetheless, it’s not at all times attainable to leverage VIP creators when contemplating price range or oversaturation of affords. GHD solved this problem by turning micro and mid-tier influencers into model advocates and educators. Chlöe Swift is an ideal instance of a creator who’s offering nice worth to GHD’s influencer applications. Though thought of a micro to mid-tier influencer, Chlöe supplies a robust loyalty rating as a result of she makes use of her Instagram and TikTok to advertise her being a GHD hair educator – creating tutorial hair content material whereas utilizing solely GHD merchandise. 

“It’s in regards to the repetition. When followers see your model a number of occasions, it reveals a real connection somewhat than a transactional ‘pay to play’ program.” Firdaous El Honsali, senior director of world communications, objective and sustainability at Dove.

• Professional Tip: Discover influencers who create distinctive content material for every platform. Attempt to keep away from influencers who “parachute,” or share the identical content material, throughout their Instagram and TikTok pages. A fantastic instance of that is Amy Chang in her collaboration with SK-II. 

Redken

Finest influencer collaboration: Daniella Perkins (@daniellaperkins)

• Social Proof
• Worth-Primarily based Storytelling

What makes it work?

• Concentrating on the bond: Briefing creators is a fragile artwork. If you happen to’re too particular in your transient, you might stifle the influencer’s creativity and voice. If you happen to’re too obscure, there could be a miscommunication about expectations or targets. To seek out the best steadiness, it is essential to keep away from giving particular artistic path and as an alternative give your accomplice speaking factors – what’s the product and its advantages, and why ought to the shopper care? Redken’s partnership with Daniella is an ideal instance of this technique in play. In Daniella’s TikTok video, we see her share why she makes use of Redken’s acidic bonding focus merchandise, how easy the 3-step hair care routine is, and the outcomes – multi functional minute. The clear messaging and social proof clearly resonated together with her viewers as she earned a 26.8% engagement charge for the TikTok video and garnered 6.06K VIT for the model. 
• Stroll the speak: We additionally love this collaboration as a result of it’s a part of Redken’s push to succeed in extra numerous audiences. The model claims that its acidic bonding focus merchandise work for all hair sorts. To show that, they partnered with creators with all totally different hair sorts together with Daniella, Aisha and Azara (@miantwins), and Bethony Fosbery (@bethanyfosbery). Put money into creators who can present that credibility to these varieties of claims. 

Professional Tip: On this data age and advertising and marketing to digitally native customers, you’ll want to present the worth of the product (the anticipated outcomes or advantages) first versus the product attributes or elements. Gen Z is sensible and digitally savvy. Get them with a fantastic story, they usually’ll do the analysis!   

Aveda

Finest influencer collaboration: Ava J Lee (@glowwithava)*

• Instructional Content material 
• Translating Tendencies

What makes it work? 

• Extending the ability of skinfluence: Lately, there’s been a number of content material speaking in regards to the notion of “skincare to your scalp”. The info checks out with engagements mentioning scalp care rising 38% and video views rising by 123%**. Creator Ava J Lee is a skinfluencer who has gained traction for popularizing #JELLOSKIN. In her collaboration with Aveda, she highlights her scalp care journey and why she is specializing in her scalp well being. Skinfluencers have been recognized for his or her value-based storytelling and it’s thrilling to see their academic content material translate into the hair care area.   

*Perception: In keeping with the information, Ava could be a rising magnificence influencer! Our analysis reveals that her viewers measurement elevated by 9%, and her engagements have additionally gone up by almost 4% since August. It seems that manufacturers are taking discover – she’s executed a number of nice partnerships, together with one with Chanel Magnificence that we highlighted in our July collabs publish.

Head & Shoulders

Finest influencer collaboration: Alexia Del Valle (@lexdelvalle)

• High quality Content material 
• Nice TikTok Activation

What makes it work? 

• Treating the roots with new type: Head & Shoulders could be recognized for its dandruff-fighting hair care merchandise, but it surely’s bringing a recent type to its influencer collaborations. In selling it’s new supreme version, Head & Shoulders partnered with Alexia Del Valle on one in all her POV movies of enjoyable, single aunt and introduced an genuine perspective to the new scalp scrub. Head & Shoulders has been regarded as a product for older, much less savvy people. By partnering with Alexia, Head & Shoulders now looks like a product for those that are enjoyable, younger, and easily need to handle a typical scalp concern. Preserve the creator’s who can spotlight your merchandise and never make them appear to be an advert. This single video earned a 32.5% engagement charge and over 420K engagements!

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**Information analyzed was pulled from a pattern of 42,605 influencers situated in the US, Canada and Europe, and development percentages evaluate October 2019-September 2020 vs October 2020 – September 2021 so as to get a year-to-date comparability.