contextual awareness : case study on rimmel

As I already know through research , Instagram have got rid of the chronological news feed making it a lot harder for content to be seen. This means that huge amounts of information will be fighting for attention and engagement. Brands have used celebrities in order to help get their content seen however have soon realised that using influencers with smaller audiences works better.

Brands are capitlising a new strategy to combine relatability of influencer campaigns with guaranteed reach , by boosting posts with paid media. Influencer marketing platform Vamp used this strategy when its client , cosmetics Rimmel wanted to build social buzz and reach out to consumers.

Rimmel wanted to create a campaign for their product that would “drive mass awareness, product advocacy and consumer engagement ” . By doing this it would generate sales. They used the company Vamp to get some influencers to use for their campaign.

Vamp used a two phase strategy to help with Rimmels campaign.

Here are the results of their strategy.

According to the brand manager at Rimmel London , the campaign “delivered on every objective set”. The content overall for the campaign received an average engagement rate of 3% which is 249% higher than the health and beauty industry benchmark. Instagram stories were also equally as engaging with 81% of followers visiting the frames and 1.3 thousand people swiped up to visit the ecommerce sites.

Overall it is clear that the campaign was a success thanks to Vamps strategy of using micro influencers and also paying tp promote the content that was put out there.

InternetRetailing. (2020). CASE STUDY How Rimmel used influencer content to drive thousands of low cost clicks. [online] Available at: https://internetretailing.net/mobile-theme/mobile-theme/case-study-how-rimmel-used-influencer-content-to-drive-thousands-of-low-cost-clicks–20634 [Accessed 10 Feb. 2020].

contextual awareness : Erika Karl

Erika Karl , founder of Boom Creative , speaks on a podcast about how she has had so much sucess on Instagram through influencer relations. After years of experience through the influencer and brand side of things , Erika launched an IR at Boom Creative specifically for nano and microinfluencers in under served markets. Within this podcast is a case study of a highly effective influencer campaign unfolding.

Erika discovered the power of influencer marketing when she was approached by a brand called triangle swimwear. At the time she only had around 5’000 followers. The arrangement was for her to be sent a swimsuit at the time , and then for her to upload an image of her in the swimsuit. The company loved the result and according to them , they retrieved 72 conversions/sales because of the picture which was the largest amount in their history. This was remarkable for her and she noticed that there was a focus from the brand in working with smaller , mirco influencers. Just because they didnt have as large of a following , it doesnt mean that their voice isnt as , if not more powerful.

Nano and micro influencers are known for their exuting relatability and down to earth advice. Their following sees them on a peer level and its almost like a best friend giving you advice on a product , because it is so normal. Brands are wanting to spend more money working with smaller influencers due to the fact that their following is a tight nit following who are loyal and trust worthy. If as a small brand , you want to retrieve more sales and coversions , according to Erika working with micro and nano influencers is the way forward. If you are an influencer and want to work with a brand accepting gifted products and not paid is a good way of developing a relationship with the brand at first. Nano influencers on average have a following of 1-10’000 with an engagement rate of 5.9% . A micro influencer on the other hand has on average a following of around 10-100k with an engagement rate of 2.9%. This shows that in some cases , having less of following that is closer really does count for something as you are likely to get more engagement on your posts.

CASE STUDY : Erika Karl works with a company called St rose. Erika and the founder worked with around 15 Influencers, negotiating a contract in which the influencers agreed to all the terms. They asked the influencers to unbox the product on their Instagram story and afew days later , film them putting the product to use for their followers to see. On top of this they also asked for a blog post. In return all their followers recieved a discount code for the product which they mentioned again in their Instagram story. They were also asked to share pictures of the fragrance on pinterest to add to their blog post. Finally they were asked to leave a review on St Roses website. Reviews are everything and brands often forget to ask people to do this. The st rose campaign worked really well and in return she gained a couple of thousand followers and amazing reviews on her website.

When starting to build relationships with influencers for her own business , she set up an influencer agency for micro and nano influencers which enabled her to get to know influencers beforehand and see who is best for her promoting her business.

This information will be great for me to use when of course discussing my contextual awareness and also when speaking about how influencers push audience outreach massively. Since Influencers are mainly based on Instagram , this definetley backs up the idea that Instagram as had a positive impact on audience outreach.

contextual awareness : podcast

In order to broaden my research , I have listened to various different podcasts focusing on marketing on instagram. Within these series of podcasts they discuss how Instagram Influencers and small business owners who have built loyal followings by using the best instagram marketing strategies that are working currently.

Chase Fisher launched his eyewear company in 2012 and has learnt alot of lessons within marketing along the way. Before his brand has created a product, he started putting out designs onto facebook with around 1500 facebook fans. This was when people were 100% engaged with content that was being put out onto social media. However , Facebook began to change their algorithm , therefor less people started to see the designs that Chase Fisher put out, therefor he turned to Instagram to get more engagement. This was because Instagram is such a visually engaging platform and it allowed his brand to network , show off brand content and also network with photographers. These were all things Facebook didnt really allow him to do.

The brand was established based on surf and beach culture in san diego. These were traits that were carried all throughout marketing the brand and it was really important that this theme was constantly in-keeping with the platforms they were trying to advertise on. Once he started using instagram as a way of connecting with photographers , he began to bring his products along to meetings where they would shoot amazing content for their social media page. This backs up the fact that in order to get 100% engagement on Instagram , you need a great feed and great content going out to your audience. These were the building blocks for how they built their brand up over time. Instagram has been a powerful platform for this brand certainly down to its visual asthetics which allowed them to find their brand idenity. The discussed the fact that their is a difference between sharing shots of products and having influencers wearing the products. This is again evidence that having influencers showcasing your products , allows you to build relationships with them and when you have that access , it certainly impacts audience outreach in a positive way.

Instagram is a platform where you get out of it what you put into it. If you sit back and don’t interact with your audience , nothing will happen. Networking and communicating with consumers is the driving force to growing a brand and making an impact on audience out reach.