Ole Henriksen is the o.g. “glow” skincare model, that was based in 1984 by the primary superstar facialist (and the model’s namesake). In December 2021, the model launched its Power Coach Peptide Enhance Moisturizer, which shortly grew to become a fan favourite at Sephora and a finest 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 as a way 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 effectively 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 might be unwieldy. Many manufacturers go for the “extra is extra” method, constructing big influencer lists and sending out massive batches of product. The draw back of this technique? Product seeding campaigns can result in massive quantities of waste (unused product, extra packaging, and many others) and types might not get probably the most out of their efforts.
This is the reason it’s higher to your influencer gifting campaigns to have a excessive stage of focus. In Ole Henriksen’s case, this focus got here from its analysis of social platform efficiency. The group determined to focus its product seeding marketing campaign on YouTube as a result of it knew that content material carried out effectively for the model there, and it found that YouTube is usually used as a “search engine” for merchandise. That is maybe probably the most troublesome issues about influencer advertising and marketing to get proper: utilizing efficiency and trade insights to construct a method that’s tailor-made to your objectives.
Tip: Customers use totally different platforms for various causes. In a recent report, Traackr discovered that surveyed shoppers within the UK rank YouTube as their high platform for product analysis, however flip to Instagram after they need to buy.
Used Traackr to Discover New Companions
“This YouTube product seeding marketing campaign truly 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 aspect we used Traackr to search out new influencers with robust 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. So as to generate probably the most buzz, Eden and her group determined to incorporate some sponsored posts alongside its natural influencer gifting. For the paid aspect, Eden and her group reached out to current influencer companions. For the natural gifting aspect, the group utilized Traackr to find and vet new partners. Extra particularly the group used Traackr Studios, a function that’s particularly designed for influencer gifting campaigns and inbound recruiting. The method appeared one thing like this:
- Recognized potential companions with detailed search parameters: Utilizing Traackr’s influencer discovery device, Eden and her group have been in a position to look particularly for YouTube creators which might be between micro and mega tier, eager about magnificence, skincare, and way of life, and have millennial audiences.
- Setup a marketing campaign web page with Traackr Brand Studios: As a option to streamline their outreach and onboarding course of, the group created a branded touchdown web page that outlined the main points of the gifting marketing campaign.
- Despatched marketing campaign web page to focus on listing of influencers: As soon as that they had their goal listing of influencers, they despatched out their marketing campaign web page. This web page additionally allowed influencers to “choose in” to the marketing campaign, thereby confirming they wished to obtain the Power Coach Peptide Enhance Moisturizer. It additionally requested people to acknowledge they’d be keen to submit concerning the product on their channels (in the event that they appreciated it).
Prioritized clear influencer communication
“Time is a treasured factor for each entrepreneurs and creators. There’s nothing extra irritating than discovering {that a} partnership received’t work out due to a easy misunderstanding or misalignment. This is the reason it’s so vital to be direct and clear from the get-go. What’s your objective? 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 cost or marketing campaign particulars is a key frustration for creators. This is the reason Eden and her group prioritize clear communication as a way 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 Brand 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. People 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 transport info — this lower down on the quantity of messages that wanted to be despatched backwards and forwards.
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 group sourced 1K new YouTube influencers, and obtained a 24% response price to their outreach (fairly excessive!). Not solely have been these people excited to obtain the Power 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 group is doing, comply with them on Instagram at @olehenriksen! If you happen to’re curious to be taught extra about influencer advertising and marketing finest practices from different trade specialists, subscribe to our newsletter.
