Valmont Cosmetics is an extended standing skincare model that’s constructed on a basis of experience, particularly in Swiss mobile cosmetics. The model is thought for providing top quality, excessive finish, and efficient anti-aging merchandise.
Whereas the model was based over 35 years in the past and has constructed up a loyal client following, it not too long ago determined to spend money on influencer advertising and marketing in an effort to develop its attain. Provided that the model spans many various massive markets, together with North America, Europe, and Asia, it introduced on Traackr to assist its groups manage, handle, and optimize its influencer advertising and marketing applications. Prior to now yr, Valmont Cosmetics has utilized quite a lot of influencer advertising and marketing methods however has been notably targeted on bettering its influencer product seeding campaigns.
Within the article beneath, Corina Stan Eriksson, social media and influencer advertising and marketing supervisor at Valmont Cosmetics shares how the model has utilized Traackr’s influencer advertising and marketing platform to enhance its influencer product seeding campaigns.
3 Methods Traackr Helps Valmont Cosmetics Run Environment friendly Influencer Product Seeding Campaigns
Influencer Discovery and Vetting
“Discovering prime influencers was once a tougher course of — our groups would spend quite a lot of time looking out instantly on every social platform, digging for knowledge, and aligning on which influencers to pursue. Traackr’s influencer advertising and marketing platform helps us shortly discover the correct companions by offering us with efficiency metrics, viewers demographics, and content material key phrase search capabilities.” — Corina Stan Eriksson, Social Media and Influencer Advertising Supervisor at Valmont Cosmetics
Discovering prime influencers remains to be a problem for a lot of manufacturers. Actually, 81% of marketers reported that discovering the correct influencers is without doubt one of the fundamental boundaries to constructing a profitable influencer program.
For this reason Valmont Cosmetics determined to make use of Traackr’s influencer advertising and marketing platform to search out and vet potential influencer companions. The model targeted its search on two classes of influencers:
- An aesthetic class, that focuses on companions whose content material aligns with the model’s particular picture and tone. This normally contains life-style and sweetness influencers, UGC creators, and entrepreneurs.
- An academic class, that focuses on companions whose content material offers schooling and experience within the magnificence trade. This normally contains professionals comparable to skinfluencers, facialists, make-up artists, and esthetician docs.
Utilizing Traackr’s influencer marketing platform, the Valmont Cosmetics workforce was capable of finding influencers inside these classes by:
- Looking via previous influencer content material for related opponents, matters and hashtags
- Refining their search with influencer standards comparable to job title, gender, location, language, platform, follower rely, and engagement charge
- Filtering their search with viewers demographics comparable to age, gender, language, ethnicity, location, pursuits, and model affinity
Not solely did this course of make the workforce’s search simpler, it finally saved them time! (When you’ve ever needed to seek for influencer companions instantly on a social media platform, then you understand simply how irritating and time-consuming this may be).
Influencer Outreach and Relationship Administration
“Provided that our model produces luxurious merchandise with distinctive elements and patented applied sciences, we select to not have interaction in mass influencer product seeding campaigns. As a substitute, we handpick every potential companion and solely attain out to those that we really feel assured could be a superb match for our model and have excessive potential to actually love our merchandise.” — Corina Stan Eriksson, Social Media and Influencer Advertising Supervisor at Valmont Cosmetics
It’s no secret that influencer product seeding — if not completed rigorously — can result in quite a lot of time and product waste. Actually, Traackr’s latest State of Influencer Product Seeding report discovered that 65% of entrepreneurs responded that their model will ship product to an influencer, even when they didn’t submit after receiving a present.
For this reason subtle manufacturers like Valmont Cosmetics method influencer product seeding otherwise. As a substitute of aiming for quantity (or sending out to the biggest listing of influencers doable), the workforce makes use of Traackr to pick sure influencers and create customized emails, UTMs, and briefs.
As soon as the Valmont Cosmetics workforce established its small, focused listing of influencers, they then use Traackr to:
- Section influencers by customized teams (keep in mind these two classes we talked about above?). This not solely helps them perceive which influencers have been earmarked for which classes, it additionally helps them perceive how the classes carried out towards one another.
- Handle relationships and outline workflows. Determining who owns what on a challenge will be messy, particularly with a busy workforce. With Traackr, the Valmont Cosmetics workforce was capable of assign relationship possession to people, use relationship levels to align their groups on the progress of every influencer, outline engagement workflows, and assign assessment statuses to obviously talk who’s aligned and who’s not.
- Streamline communication and collaboration. Traackr enabled the Valmont Cosmetics workforce to create templated, customizable emails for his or her influencers, simply talk objectives and expectations for the marketing campaign, and handle inner duties (like who’s in control of sending out merchandise to influencers).
Beforehand, all of his work had been completed via a sequence of instruments (spreadsheets, paperwork, and emails and DMs unfold out throughout totally different platforms). Whereas this isn’t unusual within the influencer advertising and marketing house — a latest survey discovered that 56% of marketers nonetheless use spreadsheets to handle their influencer product seeding campaigns — it could actually find yourself being extremely laborious to handle!
Professional tip: Minimize the backwards and forwards by letting your creators choose their most popular merchandise! With Traackr’s Shopify Integration, you may seamlessly combine and automate product success along with your influencer advertising and marketing workflow.
Influencer Product Seeding Marketing campaign Reporting
“The Model Buzz characteristic in Traackr has been notably great for our workforce. It permits us to see all content material produced by all of our influencers throughout campaigns. Earlier than, we used to manually search for and save mentions on our telephones… now we will see the whole lot in a single place.” — Corina Stan Eriksson, Social Media and Influencer Advertising Supervisor at Valmont Cosmetics
Some of the troublesome issues about influencer product seeding campaigns is monitoring success. Provided that there isn’t a assure that an influencer will submit, it’s usually a busy scramble to search out and log influencer mentions as they arrive in.
For this reason Corina and her workforce liked utilizing Traackr’s Brand Buzz characteristic, which routinely pulls in influencer content material and mentions from campaigns. Along with automating influencer content material gathering, and storing them in a centralized place, Traackr additionally offered Corina and her workforce with related knowledge for his or her marketing campaign reporting. Particularly for influencer product seeding campaigns, the workforce pulls statistics like:
- Variety of lively influencers
- Variety of mentions
- Examples of greatest performing content material
- Benchmarks towards aggressive manufacturers
Professional tip: Need a shortcut for pulling collectively your report on your subsequent influencer marketing campaign? Right here’s a free template.
What’s Subsequent for Valmont Cosmetics?
The workforce has seen good outcomes to this point, so it’s persevering with to ramp up its influencer product seeding and sponsored content material campaigns. The following problem that the workforce is planning to sort out — they wish to launch influencer affiliate applications!
If you wish to keep updated on the unbelievable work that Corina and her workforce are doing at Valmont Cosmetics, comply with the model on Instagram @valmontcosmetics.
