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 greatest for its Inexperienced Flash innovation, the world’s first LED nail polish that could 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 enlargement into the US and in December of 2022, launched its US influencer advertising and marketing program with Traackr. Within the article beneath, Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist shares how the model has constructed its influencer advertising and marketing program within the US.
Manucurist on Breaking into the US Market with Influencer Advertising
How Manucurist Outlined its US Influencer Advertising Technique
“Once I first got here to the US market, I shortly realized that the influencer advertising and marketing methods we had been utilizing in Europe wouldn’t give us the identical efficiency. The US market is so totally different from the European market! I knew that we would wish to rethink the varieties of content material and influencers that we have been partnering with to really seize US customers’ consideration.” — Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist
The very first thing that Asma and her staff did was conduct analysis to verify her concept that the US market would wish a special influencer advertising and marketing technique. This analysis concerned attending webinars, studying articles on-line, and utilizing Traackr to judge what content material sorts, influencer profiles, and platforms have been working greatest for opponents 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 nicely to bougie, stylish, and shiny content material. Alternatively, US customers appeared to have interaction extra with informative content material that focuses on product efficacy and components, which resonates with the model’s present positioning technique, as they’re nonetheless within the model consciousness part for the US market. And, after conducting a Sentiment Evaluation, the staff was in a position to study extra about US customers’ notion of their merchandise — particularly noting that they responded nicely to content material highlighting Manucurist’s wonderful colours.
Marketing campaign kind. Asma and her staff knew that they needed to deal with constructing model consciousness via gifting campaigns — after which ultimately develop out to sponsored content material, and ambassador/affiliate campaigns.
Influencer kind. 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, instructional, 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 selection of angles that make Manucurist enticing to various kinds of audiences
How Manucurist used Traackr’s Influencer Advertising Platform to Elevate its Program
“I begin each day with the Model Buzz characteristic, the place Traackr pulls in all of the natural and paid influencer mentions of your model. Seeing all content material that influencers put up about Manucurist fills me with optimistic power 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 and marketing supervisor for Manucurist
Except for utilizing the Brand Buzz feature to encourage and hold a finger on the heartbeat of influencer content material, Asma and her staff used Traackr’s influencer advertising and marketing platform to:
Discover and vet influencers
Figuring out which content material sorts US customers discover partaking helped Asma and her staff slim their seek for influencer companions. Utilizing Traackr, they have been capable of finding influencers that created the proper of content material by conducting key phrase searches. For instance, they might search influencers’ previous content material for phrases associated to nail colours, nail artwork training, and their very own model title. As soon as they’d an inventory of influencers who produced related content material, they then used Traackr to double test that they’d audiences positioned within the US, and excessive content material efficiency (engagement price, video views, and so forth).
Handle paid and natural campaigns
After discovering and vetting each influencer for each their paid and natural campaigns, Asma and her staff have been in a position to seamlessly handle communications, divide up duties, and hold monitor of timelines in Traackr’s platform, saving them helpful time.
Report on program and marketing campaign efficiency
“One of many issues that I like most about Traackr, is that it provides you the flexibility to dig down additional into the info. If I’ve a little bit to know time to arrange for a gathering, I really feel assured that I can go into Traackr and pull out the info I would like to point out the worth and affect of what we’re doing.” — Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist
Asma and her staff are very performance-driven, and are all the time on the lookout for methods to optimize their methods based mostly on information. To do that, they used Traackr to repeatedly test in on their marketing campaign and program efficiency. A few of the information that was obtainable to them from Traackr embody:
- Content material monitoring — Traackr mechanically pulls in posts containing the model’s high key phrases and hashtags (model title, merchandise, opponents, pursuits, and so forth). 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, taking a look at 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 offered probably 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 opponents.
“Traackr is the most effective influencer advertising and marketing platform that we’ve used up to now. It’s a whole instrument that lets you automate your work and align your staff, whereas additionally providing you the most important influencer database obtainable. Its benchmarking characteristic with the Model Vitality Rating (VIT) was additionally game-changing for us. We primarily use VIT to judge the efficacy of our influencer advertising and marketing packages specializing in how we measure up when it comes to content material, platforms, and influencer companions.” — Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist
For these which are unfamiliar with the Brand Vitality Score (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 crucial metric for evaluating influencer advertising and marketing 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 means.
- Comparable. VIT permits entrepreneurs to rank their very own model efficiency in opposition to opponents utilizing one total metric, moderately than in a number of separate KPIs (ex. video views and engagements).
- Unpackable. VIT gives a framework for understanding the elements of an efficient influencer technique. Manufacturers like Manucurist use the metric as a solution to dive into their very own previous efficiency to see what labored, search for areas they’ll enhance on, and create in-depth examinations of opponents’ methods.
- Actionable. VIT gives a benchmark for central intelligence and actionable insights. Groups can set targets for bettering on previous efficiency or inching out opponents by analyzing an space of their influencer technique that might be improved.
Study extra about VIT.
Manucurist’s US Influencer Advertising Outcomes
In November of 2022, Asma and her staff launched their first paid influencer collaboration within the US! Utilizing Traackr, they discovered an important influencer to be their first sponsored accomplice. That campaigned earned:
- 344K video views
- 2.88% engagement price
- 76.6 in VIT
This sponsored marketing campaign was so profitable that Asma and her staff ultimately expanded the marketing campaign to Meta advertisements, the place the content material additionally carried out nicely.
Manucurist’s gifting marketing campaign efficiency has additionally been fairly sturdy! Since January 2023, the model’s natural marketing campaign has earned:
- ~200 particular person influencer mentions
- A 3.66% common engagement price
- 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!
