Study From These 4 Influencer Collaborations
On this breakdown of influencer collaborations, we concentrate on hair care manufacturers and analyze why these fascinating 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 overlook the worth in creating robust model advocates.
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GHD
Finest influencer collaboration: Chlöe Swift (@chloeswiftstylist)
- Academic Content material
- Lengthy Time period Partnership
- Elevating Model Advocates
What makes it work?
- Spend money on advocates and educators: Entrepreneurs have lengthy coveted VIP influencers for his or her massive audiences (5M+), assuming that they will obtain greater than lesser-known influencers. Information backs this up — we regularly see VIP influencers contribute extra to a model’s VIT score as a consequence of their excessive visibility (attain) and influence (engagement). Nonetheless, it’s not at all times doable to leverage VIP creators when contemplating finances or oversaturation of provides. 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-about a micro to mid-tier influencer, Chlöe gives a robust loyalty score 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.
- 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. An important instance of that is Amy Chang in her collaboration with SK-II.
Redken
Finest influencer collaboration: Daniella Perkins (@daniellaperkins)
- Social Proof
- Worth-Based mostly Storytelling
What makes it work?
- Concentrating on the bond: Briefing creators is a fragile artwork. For those who’re too particular in your transient, chances are you’ll stifle the influencer’s creativity and voice. For those who’re too obscure, there could be a miscommunication about expectations or targets. To search out the proper steadiness, it is necessary to keep away from giving particular inventive path and as an alternative give your associate 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 – all in one 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 discuss: We additionally love this collaboration as a result of it’s a part of Redken’s push to succeed in extra various audiences. The model claims that its acidic bonding focus merchandise work for all hair varieties. To show that, they partnered with creators with all totally different hair varieties together with Daniella, Aisha and Azara (@miantwins), and Bethony Fosbery (@bethanyfosbery). Invest in creators who can present that credibility to these forms of claims.
Aveda
Finest influencer collaboration: Ava J Lee (@glowwithava)*
- Academic Content material
- Translating Tendencies
What makes it work?
- Extending the ability of skinfluence: Not too long ago, there’s been quite a lot of content material speaking in regards to the notion of “skincare on your scalp”. The information checks out with engagements mentioning scalp care rising 38% and video views growing 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 info, Ava could be a rising magnificence influencer! Our analysis exhibits 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 performed quite a lot of nice partnerships, together with one with Chanel Magnificence that we highlighted in our July collabs post.
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 fashion: Head & Shoulders could be recognized for its dandruff-fighting hair care merchandise, nevertheless it’s bringing a contemporary fashion to its influencer collaborations. In selling it’s new supreme version, Head & Shoulders partnered with Alexia Del Valle on one in every of 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 of us. By partnering with Alexia, Head & Shoulders now looks as if a product for those who are enjoyable, younger, and easily wish to deal with a typical scalp situation. Preserve the creator’s who can spotlight your merchandise and never make them look like 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 USA, 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.
