How Ole Henriksen Finds Influencers for Product Seeding Campaigns I Traackr

Ole Henriksen is the o.g. “glow” skincare model, that was based in 1984 by the primary movie star facialist (and the model’s namesake). In December 2021, the model launched its Energy Coach Peptide Enhance Moisturizer, which rapidly turned a fan favourite at Sephora and a greatest vendor on the model’s DTC (direct-to-consumer) web site. To maintain this momentum going and attain new target market’s, Ole Henriksen set its sights on a product seeding marketing campaign.

Within the article under, Eden Moscone, Influencer Lead Supervisor at Ole Henriksen discusses how the model sourced new companions on YouTube in an effort to create a profitable influencer gifting marketing campaign.

Narrowed Product Seeding Marketing campaign Technique with Platform Focus

“This product seeding marketing campaign was a bit distinctive, in that we embraced a ‘much less is extra’ mentality. As an alternative of sending product out to any influencer that may be a match, we determined to focus our efforts on YouTube. We felt assured selecting this platform as a result of we knew that YouTube content material each performs properly for our model, and is usually utilized by shoppers as a ‘search engine’ for brand spanking new merchandise.” — Eden Moscone, Influencer Lead Supervisor at Ole Henriksen

Oftentimes product seeding campaigns will be unwieldy. Many manufacturers go for the “extra is extra” method, constructing large influencer lists and sending out giant batches of product. The draw back of this technique? Product seeding campaigns can result in giant quantities of waste (unused product, extra packaging, and so forth) and types might not get essentially the most out of their efforts.

Because of this it’s higher on your influencer gifting campaigns to have a excessive degree of focus. In Ole Henriksen’s case, this focus got here from its analysis of social platform efficiency. The crew determined to focus its product seeding marketing campaign on YouTube as a result of it knew that content material carried out properly for the model there, and it found that YouTube is usually used as a “search engine” for merchandise. That is maybe one of the vital tough issues about influencer advertising and marketing to get proper: utilizing efficiency and trade insights to construct a technique that’s tailor-made on your targets. 

Tip: Customers use completely different platforms for various causes. In a current report, Traackr discovered that surveyed shoppers within the UK rank YouTube as their prime platform for product analysis, however flip to Instagram once they wish to buy. 

Used Traackr to Discover New Companions

“This YouTube product seeding marketing campaign really had each an natural and paid aspect to it. We included earlier companions within the paid portion of the marketing campaign, however for the natural facet we used Traackr to search out new influencers with sturdy presences on YouTube.” — Eden Moscone, Influencer Lead Supervisor at Ole Henriksen

Like most issues in influencer advertising and marketing, this marketing campaign was multi-faceted. To be able to generate essentially the most buzz, Eden and her crew determined to incorporate some sponsored posts alongside its natural influencer gifting. For the paid facet, Eden and her crew reached out to current influencer companions. For the natural gifting facet, the crew utilized Traackr to discover and vet new companions. Extra particularly the crew used Traackr Studios, a function that’s particularly designed for influencer gifting campaigns and inbound recruiting. The method regarded one thing like this:

• Recognized potential companions with detailed search parameters: Utilizing Traackr’s influencer discovery software, Eden and her crew have been in a position to look particularly for YouTube creators which might be between micro and mega tier, excited by magnificence, skincare, and life-style, and have millennial audiences. 
• Setup a marketing campaign web page with Traackr Model Studios: As a strategy to streamline their outreach and onboarding course of, the crew created a branded touchdown web page that outlined the small print of the gifting marketing campaign.
• Despatched marketing campaign web page to focus on record of influencers: As soon as they’d their goal record of influencers, they despatched out their marketing campaign web page. This web page additionally allowed influencers to “decide in” to the marketing campaign, thereby confirming they wished to obtain the Energy Coach Peptide Enhance Moisturizer. It additionally requested of us to acknowledge they might be prepared to put up concerning the product on their channels (in the event that they appreciated it).

Prioritized clear influencer communication 

“Time is a valuable factor for each entrepreneurs and creators. There’s nothing extra irritating than discovering {that a} partnership gained’t work out due to a easy misunderstanding or misalignment. Because of this it’s so necessary to be direct and clear from the get-go. What’s your purpose? What can they count on from the partnership? Is it a paid opp or a gifted partnership?” — Eden Moscone, Influencer Lead Supervisor at Ole Henriksen

Lack of readability round fee or marketing campaign particulars is a key frustration for creators. Because of this Eden and her crew prioritize clear communication in an effort to construct belief with their companions.

For this marketing campaign particularly, they used Traackr to make sure that outreach messages have been clear and constant to all potential companions. With Traackr’s Model Studio, they have been in a position to:

• Ship a branded marketing campaign touchdown web page to all potential companions. This highlighted that it was a product seeding marketing campaign, and gave different particulars just like the product sort, timing, and anticipated deliverables.
• Get influencers to “opt-in”, or comply with the marketing campaign. Of us took a brief survey that requested them in the event that they wished to obtain product, and in the event that they have been open to posting on their channels in the event that they appreciated it. 
• Gather influencer info. Influencers that opted-in have been then requested to share delivery info — this reduce down on the quantity of messages that wanted to be despatched forwards and backwards. 

Ole Henriksen’s Gifting Marketing campaign Final result

With Traackr, Ole Henriksen was in a position to:

• Sourced 1,000 new YouTube creators, with a excessive response price. With the assistance of Traackr Studio’s the crew sourced 1K new YouTube influencers, and obtained a 24% response price to their outreach (fairly excessive!). Not solely have been these of us excited to obtain the Energy Coach Peptide Enhance Moisturizer, they posted about it! 
• Improved creator communication. Suggestions from influencers on this marketing campaign was vastly optimistic, with many saying they appreciated the method. Communication and expectations have been clear, with no surprises. 
• Recognized key companions for long-term relationships. The sourcing of those new companions was so profitable that there are even micro influencers which have signed on to assist create content material for Ole Henriksen’s personal YouTube channel.

If you wish to keep updated on the work that the Ole Henriksen crew is doing, comply with them on Instagram at @olehenriksen! For those who’re curious to study extra about influencer advertising and marketing greatest practices from different trade specialists, subscribe to our publication.