Manucurist is a Parisian nail model that has develop into a shopper and influencer favourite for its innovation, sustainability, and health-focused mission. It’s recognized finest for its Inexperienced Flash innovation, the world’s first LED nail polish that may be a inexperienced, plant-based different to conventional gel.
Whereas the model was based in 1996, it has solely lately began to intentionally develop its attain past Europe. In Could 2021, it began its official growth into the USA and in December of 2022, launched its US influencer advertising program with Traackr. Within the article beneath, Asma Ben Rhouma, US influencer advertising supervisor for Manucurist shares how the model has constructed its influencer advertising program within the US.
Manucurist on Breaking into the US Market with Influencer Advertising
How Manucurist outlined its US influencer advertising technique
“After I first got here to the US market, I rapidly realized that the influencer advertising methods we had been utilizing in Europe wouldn’t give us the identical efficiency. The US market is so completely different from the European market! I knew that we would wish to rethink the sorts of content material and influencers that we had been partnering with to really seize US customers’ consideration.” — Asma Ben Rhouma, US influencer advertising supervisor for Manucurist
The very first thing that Asma and her staff did was conduct analysis to verify her idea that the US market would wish a special influencer advertising technique. This analysis concerned attending webinars, studying articles on-line, and utilizing Traackr to judge what content material varieties, influencer profiles, and platforms had been working finest for rivals within the US market. A few of their findings included:
Content material. A key distinction that Asma and her staff had discovered between US and European customers is that European customers reply effectively to bougie, stylish, and shiny content material. Alternatively, US customers appeared to interact extra with informative content material that focuses on product efficacy and substances, which resonates with the model’s present positioning technique, as they’re nonetheless within the model consciousness section for the US market. And, after conducting a Sentiment Evaluation, the staff was in a position to be taught extra about US customers’ notion of their merchandise — particularly noting that they responded effectively to content material highlighting Manucurist’s wonderful colours.
Marketing campaign sort. Asma and her staff knew that they needed to give attention to constructing model consciousness by means of gifting campaigns — after which finally develop out to sponsored content material, and ambassador/affiliate campaigns.
Influencer sort. Primarily based on their aggressive analysis and deep dive into actual Manucurist buyer’ notion, the staff began defining the kind of influencer they needed to accomplice with. They needed somebody who:
- Would seize consideration with enjoyable, academic, or distinctive content material
- Be capable of spotlight Manucurist’s big selection of merchandise and colours, and present actual love for the model
- Might showcase the big range of angles that make Manucurist enticing to various kinds of audiences
How Manucurist used Traackr’s influencer advertising platform to raise its program
“I begin every single day with the Model Buzz function, the place Traackr pulls in all of the natural and paid influencer mentions of your model. Seeing all content material that influencers publish about Manucurist fills me with optimistic vitality and makes me really feel prepared and excited to put on all of the hats that I’ve to put on for the day.” — Asma Ben Rhouma, US influencer advertising supervisor for Manucurist
Except for utilizing the Model Buzz function to encourage and maintain a finger on the heart beat of influencer content material, Asma and her staff used Traackr’s influencer advertising platform to:
Discover and vet influencers
Understanding which content material varieties US customers discover partaking helped Asma and her staff slim their seek for influencer companions. Utilizing Traackr, they had been capable of finding influencers that created the correct of content material by conducting key phrase searches. For instance, they may search influencers’ previous content material for phrases associated to nail colours, nail artwork training, and their very own model identify. As soon as that they had a listing of influencers who produced related content material, they then used Traackr to double examine that that they had audiences situated within the US, and excessive content material efficiency (engagement fee, video views, and many others).
Handle paid and natural campaigns
After discovering and vetting each influencer for each their paid and natural campaigns, Asma and her staff had been in a position to seamlessly handle communications, divide up duties, and maintain monitor of timelines in Traackr’s platform, saving them helpful time.
Report on program and marketing campaign efficiency
“One of many issues that I really like most about Traackr, is that it offers you the power to dig down additional into the info. If I’ve slightly to know time to organize for a gathering, I really feel assured that I can go into Traackr and pull out the info I want to indicate the worth and affect of what we’re doing.” — Asma Ben Rhouma, US influencer advertising supervisor for Manucurist
Asma and her staff are very performance-driven, and are all the time searching for methods to optimize their methods primarily based on information. To do that, they used Traackr to repeatedly examine in on their marketing campaign and program efficiency. A few of the information that was obtainable to them from Traackr embrace:
- Content material monitoring — Traackr routinely pulls in posts containing the model’s high key phrases and hashtags (model identify, merchandise, rivals, pursuits, and many others). This allowed the staff to maintain monitor of all marketing campaign content material in a single place and monitor their marketing campaign’s deliverables.
- Marketing campaign measurement — Traackr permits groups to trace desired outcomes like consciousness and engagements, KPIs like # of mentions, # of engagements, estimated impressions, # of engagements, and extra. It additionally permits groups to drill down into the content material, platforms, and creators that supplied essentially the most affect.
Conduct aggressive analysis
Final, however actually not least, Asma and her staff use Traackr to benchmark their efficiency in opposition to their rivals.
“Traackr is the most effective influencer advertising platform that we’ve used thus far. It’s an entire instrument that means that you can automate your work and align your staff, whereas additionally providing you the biggest influencer database obtainable. Its benchmarking function with the Model Vitality Rating (VIT) was additionally game-changing for us. We primarily use VIT to judge the efficacy of our influencer advertising packages specializing in how we measure up by way of content material, platforms, and influencer companions.” — Asma Ben Rhouma, US influencer advertising supervisor for Manucurist
For these which might be unfamiliar with the Model Vitality Rating (VIT), Traackr developed this complete efficiency metric so manufacturers can measure their share of voice throughout social channels. Particularly, VIT measures the visibility, affect and belief of influencer content material mentioning your model. Manufacturers like Manucurist have discovered VIT to be essential metric for evaluating influencer advertising program success as a result of it’s:
- Complete. VIT is one complete metric to measure total viewers consideration, and is the one metric that rolls up all publicly obtainable efficiency information in a significant method.
- Comparable. VIT permits entrepreneurs to rank their very own model efficiency in opposition to rivals utilizing one total metric, relatively than in a number of separate KPIs (ex. video views and engagements).
- Unpackable. VIT offers a framework for understanding the elements of an efficient influencer technique. Manufacturers like Manucurist use the metric as a technique to dive into their very own previous efficiency to see what labored, search for areas they will enhance on, and create in-depth examinations of rivals’ methods.
- Actionable. VIT offers a benchmark for central intelligence and actionable insights. Groups can set objectives for enhancing on previous efficiency or inching out rivals by analyzing an space of their influencer technique that may very well be improved.
Be taught extra about VIT.
Manucurist’s US influencer advertising outcomes thus far
In November of 2022, Asma and her staff launched their first paid influencer collaboration within the US! Utilizing Traackr, they discovered an excellent influencer to be their first sponsored accomplice. That campaigned earned:
- 344K video views
- 2.88% engagement fee
- 76.6 in VIT
This sponsored marketing campaign was so profitable that Asma and her staff finally expanded the marketing campaign to Meta adverts, the place the content material additionally carried out effectively.
Manucurist’s gifting marketing campaign efficiency has additionally been fairly robust! Since January 2023, the model’s natural marketing campaign has earned:
- ~200 particular person influencer mentions
- A 3.66% common engagement fee
- 1.11K in VIT
If you wish to keep updated on the wonderful work that Asma and her staff are doing at Manucurist, observe the model on Instagram or TikTok at @manucurist!
