Artisan Council is a New York-based boutique advertising and marketing company that was based in early 2013. Artisan Council’s mission and journey is to create merchandise and options that may reply, entertain, and fulfill manufacturers’ strategic wants of at the moment and tomorrow. The staff of various and extremely dynamic innovators at Artisan Council has made it one of the wanted companies within the digital advertising and marketing area.
In September 2022 Artisan Council’s consumer belif, a cult favourite Korean skincare model, wished to run an influencer marketing campaign to construct consciousness for its The True Cream Aqua Bomb moisturizer. Within the article beneath, Nick Ghilardi, senior influencer advertising and marketing supervisor at Artisan Council particulars how the company launched a profitable influencer marketing campaign for its consumer with a holistic technique, tailor-made influencer listing, and a little bit of humor.
How Artisan Council Drove Product Consciousness with an Influencer Marketing campaign
Developed artistic influencer marketing campaign messaging
“For this influencer marketing campaign, we knew that we wished to have neighborhood, humor, and leisure on the middle of the technique. We’ve used this strategy earlier than and seen nice success — even on hard-to-win platforms like TikTok. As soon as we had an concept of how we wished the marketing campaign to really feel, we simply wanted to establish the theme.” — Nick Ghilardi, senior influencer advertising and marketing supervisor at Artisan Council
To establish the theme of the marketing campaign, the Artisan Council staff employed social listening to dial into belif’s neighborhood (the model’s returning clients/followers). They observed that the belif neighborhood usually talked about the necessity to “refill” on their Aqua Bomb moisturizer so that they wouldn’t run out.
So, taking part in off of the frequent phrase “FOMO” (worry of lacking out), Artisan Council determined to dub this influencer marketing campaign “FORO” (worry of working out). The concept was to focus on how belif’s The True Cream Aqua Bomb moisturizer is a necessary in any skincare routine, whereas additionally retaining issues gentle, enjoyable, and actionable.
Used Traackr to search out influencers
“Pulling off an important influencer marketing campaign actually begins with selecting the correct companions. No matter the kind of marketing campaign (gifted or paid), you need the content material to really feel natural and pure. With the intention to try this, you’ll want to have companions which can be properly matched and aligned together with your model.” — Nick Ghilardi, senior influencer advertising and marketing supervisor at Artisan Council
Artisan Council has had success with working with a mixture of comedy, magnificence, and life-style influencers for magnificence campaigns. This influencer marketing campaign continued to push this technique by leaning arduous into content material that balances leisure with product promotion. This resulted in comedic skits and episodic content material that additionally promoted the Aqua Bomb moisturizer’s worth and advantages.
By way of companions, the staff determined to work with a mix of their current roster and new comic influencers. With the intention to discover new influencers, Artisan Council used Traackr’s influencer marketing platform. Extra particularly, they regarded for female and male influencers who had a mixture of comedy and life-style content material, totally on TikTok. Because of their means to layer related influencer search parameters, the staff was in a position to establish 12 companions who had been the proper match!
Ghilardi additionally emphasised how important it’s for manufacturers to select a various roster of influencers. Not solely is it necessary for illustration, however having a various group of influencer companions additionally “helps you hit all of your client targets”. That is one thing that many manufacturers and companies are intentionally pursuing. For instance, hims & hers not too long ago shared about the way it focuses on discovering various influencers in each influencer campaign it produces.
Utilized a simplified influencer transient
“So usually I see manufacturers desirous to push a whole lot of product messaging on their influencer companions. You need to resist this intuition! Make certain your influencer briefs aren’t too heavy or restrictive. Of us don’t need to watch or learn content material that’s nearly your merchandise — they need to be entertained and educated.” — Nick Ghilardi, senior influencer advertising and marketing supervisor at Artisan Council
As soon as the staff solidified its influencer roster, they despatched out open-ended briefs with the purpose of inspiring content material with an natural really feel. Every transient solely had 3 elements:
- The FORO marketing campaign title and idea
- Speaking factors on the product advantages (cooling and refreshing “drink of water” for uninteresting pores and skin, accessible at Sephora and Ulta Magnificence)
- Particulars on cost and timing
These quick briefs allowed every influencer to find out how the marketing campaign would finest match into their web page, and the outcomes spoke for themselves! The influencer marketing campaign content material turned out to be not simply academic, however entertaining, with many influencers together with the product in brief, humorous skits.
Transformed influencer marketing campaign content material to conventional adverts
“We made certain to buy the utilization rights for all of our influencers’ content material, as a result of we knew we’d need to function them in a few of our adverts. If you’re considering of doing the identical factor, be sure to work that into your preliminary influencer contract! There’s nothing worse than having to renegotiate utilization after your marketing campaign has already launched.” — Nick Ghilardi, senior influencer advertising and marketing supervisor at Artisan Council
Provided that Artisan Council is a holistic digital company, the staff was uniquely positioned to take this influencer marketing campaign one step additional.
With the intention to get essentially the most worth from their influencer marketing campaign, the staff bought utilization rights for all of their companions’ content material. This allowed Artisan Council’s in-house artistic staff to make the most of bits and items of that content material in conventional promoting. Equally, Artisan Council’s social staff posted in regards to the FORO marketing campaign all through the entire month of September.
Influencer marketing campaign outcomes
By leaning right into a artistic and entertaining influencer marketing campaign theme, sourcing new companions with comedic potential, and retaining influencer briefs quick and candy, belif’s True Cream Aqua Bomb was an enormous success!
Extra particularly, this marketing campaign resulted in:
- 2,277,638 views
- 142,013 engagements
- 11 activated mega tier influencers (1M+ followers)
- 3 activated mid-tier influencers (50K+ followers)
And a number of the finest content material got here from influencers like Allessandro (@mualesandro), Jackie Aina (@jackieaina), Brooke lynn (@brooke_lynnmilne), and Snega (@skincarebysnega). This influencer marketing campaign additionally helped Artisan Council and belif generate some nice conventional promoting.
If you wish to keep updated on the unbelievable work that the Artisan Council staff is doing, comply with them on Instagram at @artisancouncil! Should you’re curious to be taught extra about influencer advertising and marketing finest practices from different business consultants, subscribe to our newsletter.
