Micro and Nano Influencers - How to launch a product with the help of micro influencers? Case study with L'Occitane en Provence - Talkwalker
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Micro and Nano
Influencers
How to launch a product with
the help of micro influencers?
Case study with L’Occitane en
Provence
Table of contents
Hivency and Talkwalker
1. Micro and nano influencers: general overview
2. Micro and nano influencers: who are they?
3. Micro influencer campaign with L’Occitane en Provence
3.1 Micro influencer campaign with L’Occitane en Provence:
campaign details
3.2 Talkwalker and Hivency campaign framework
3.3 Pre-campaign analytics stage
3.4. During campaign optimization
3.5. Post campaign analytics stage
3.6. Post campaign measurements: benchmarking
4. Key insights
5. Influencer campaign checkbox
Who is Hivency?
Passionate about marketing and technology, we are
dedicated to bringing our customers the world’s leading
technology solution.
Hivency supports brands in optimizing influencer and advocate marketing using
the technologies of tomorrow. The Hivency solution allows brands to identify
relevant influencers, engage customers, manage collaborations, and optimize micro
influencer marketing and customer advocate programs.
• 2 offices: Paris (HQ), Madrid
• A team of over 70 experts in data, machine learning, predictive algorithms, and
behavioral intelligence
• The platform boasts a community of 90,000 micro influencers, and 200,000 nano
influencers in 140 countries
• Trusted by over 1,000 brands, Hivency supports brands such as:
3
Who is Talkwalker?
The leader in conversational intelligence
We specialize in:
Protect Measure Promote
Talkwalker is a listening and analytics company that empowers brands to optimize
their digital strategies by understanding conversations at scale.
• 6 offices worldwide: San Francisco, New York, Frankfurt, Luxembourg (HQ), Paris,
and Singapore
• A team of over 350 experts
• 1/3 engineers & data scientists
• Leaders in AI
4
1. Micro influencers: general overview
Online communities are striving for content which brings practical value and creates
conversations. Talkwalker analyzed the social media trends to watch in 2020*, and
according to experts, we are in the midst of the influencer marketing revolution. “Less is
more” is getting yet another context connotation, now in the world of digital marketing,
focusing more on “micro” and “nano” influencers.
Micro and nano influencers’ notions are still relatively new, however, those who chose
the innovative path of early adoption get the pay-off. This especially applies to the
beauty sector, where influencer marketing reigns! There are several reasons for this:
from consumers’ overall distrust of the traditional advertisement, to the fact that 65%
of social media users are digital-born consumers. According to Harvard Business
School MBA graduate student Alisse Vittesse, 62% of female respondents have admitted
to following a beauty influencer. Consumers are more prone to trust their peers or
someone they can identify with.
In the course of March 2020, mentions of “micro” and “nano” influencers have accounted
for 7.8 thousand results. This translates to 244.2 billion potential reach and 32.2K of
generated engagement across media.
These striking numbers are backed up with the prevailing neutral (61.5%) and positive
(29.5%) sentiment, with only 9% negative mentions. With the current tendency of the
general public to lose interest in big celebrity endorsements, these figures are providing
valuable insights regarding the market shift.
So who are they?
* Social Media Trends for 2020 by Talkwalker and Hubspot
5
2. Micro influencers: who are they?
The distinctive and core characteristics of micro and nano influencers are smaller, yet
more enthusiastic audiences. Micro and nano influencers are not only helping brands
to avoid potential fake influencers, but often drive more authentic engagement.
Micro influencers boast between 5,000 and 100,000 followers on their social networks.
With fewer than 5,000 followers on social networks, nano influencers are sending
powerful and heartfelt messages to their communities. Internet users trust them. Micro
influencers know their subscribers and interact with them on a daily basis. In the context
of collaborations, these influencers also generally have strong, long-term relationships
with brands.
According to the Keller Fay Group, 82% of consumers surveyed follow the
recommendations of at least one social network micro influencer.
One of the distinct advantages of these influencers is the specific fields in which they
operate. Most of them are specialized and operate in beauty, gaming, travel, fashion,
and cooking sectors.
According to a study by Rakuten Marketing and Viga, in France, the most popular
influencers are the beauty influencers (46%), the gamers (45%), followed very closely
by celebrities (44%), and the fashion influencers (41%).
Integrating micro influencer marketing into its 360° strategy enables a brand to create a
complete experience for consumers and bond with them.
Let’s see the real life application, shall we?
According to a Hivency
study, 80% of influencers
with 5 to 10,000 followers
rarely get paid other than
in product endowment.
Conversely, 67% of
influencers with between
50 and 100,000 followers
and 84% of those with
more than 100,000 are
photo credit: Hivency.
paid.
6
3. Micro influencer campaign with
L’Occitane en Provence
Did you know that 61%* of marketers are
still struggling with identifying relevant
influencers for their campaign?
Or maybe you are one of them?
Hivency, the industry-leading micro and
nano influencer platform, eases a brand’s
path in identifying and managing
influencers, providing easy and effective
tools for a campaign set up, tracking and
analysis. Talkwalker’s advanced social
listening and analytics platform provides
a comprehensive view of campaign
analytics, helping marketers to analyze
the campaign further than traditional ROIs.
Hivency’s client, L’Occitane en Provence, is a natural cosmetics and well-being product
manufacturer and retailer that creates and develops brands that offer new and
extraordinary beauty experiences. They aim to create unique beauty experiences that
are inspired by the richness of nature, traditions, and local skills.
“For us, working with micro influencers
is very important. Thanks to these
content creators, L’Occitane en
Provence benefits from year-round
visibility in terms of influence. It also
allows us to reuse the content of the
influencers for our social networks.”
Lucille GARRIVET, Digital Branding & Social Media
Project Manager, L’Occitane En Provence
7
3.1 Micro influencers campaign with
L’Occitane en Provence:
campaign details
L’Occitane en Provence organizes
campaigns on Instagram all year
round, and the new #ResetEyes
campaign is a part of their annual
plan. The strategy of involvement of
the micro influencers provides the
opportunity of increasing the reach and
the engagement rate for a particular
campaign. In order to achieve these
goals, it is essential to have a long term
vision and to collaborate with micro
influencers on several campaigns rather
than a ‘one-shot’ approach. This would
enable extra retention of clients’ attention.
L’Occitane en Provence has chosen to collaborate with micro influencers on Instagram
because it also allows the brand to target a younger clientele compared to their
in-store demographics. A strategy with a long-term vision as well as the activation of a
network of several micro influencers also allows L’Occitane en Provence to increase the
frequency of the number of views of the product thanks to the numerous publications.
As part of their strategy for a new product launch, they have chosen the micro
influencer approach with Hivency. The goal of the campaign was to introduce a new
skincare product, the Reset Eyes Serum for the eye contour area. They have chosen
14 micro influencers, operating mainly on Instagram, with a campaign duration of 30
days.
Let’s start our deep dive.
“Campaigns on the Hivency influence
platform work as well as our paid media
campaigns with macro influencers. Micro
influencers have more loyal followers
than macro influencers and have high
engagement rates (often over 5%). So it’s
very interesting for our brand.”
Lucille GARRIVET, Digital Branding & Social Media
Project Manager, L’Occitane en Provence
8
3.2 Talkwalker and Hivency
campaign framework
During the
Pre campaign
Pre campaign
During the
campaigncampaign Post campaign
Post
campaign
Key steps to take: Key steps to take: Key steps to take:
• Identify key objectives • Select influencers and check • Identify the number of
to modulate the means of the quality of the audience comments and likes
activation: quantifying reach, and key KPIs: engagement • Measure global reach
targeted engagement rate rate, number of followers, and the engagement rate
management platform
Influencer campaign
• Define target of influencers: audience qualification
• Measure the media value
community type, age, gender (gender, geographic location
in France, real followers, age) • Pre-define influencers
and universe (lifestyle, food,
who can become
beauty, fashion etc.)
brand ambassadors:
• Define the endowment engagement rate and the
contribution (product, product quality of their content
range, goodies, etc.)
• Evaluate the micro
• Develop the messaging influencers that have
of the campaign to make it collaborated in the
appealing to the audience campaign
Metrics for checking your Campaign status and Impact measure key steps
brand health: optimization key steps to to take
• Share of voice and overall take: • Check the final
brand mentions • Check the performance performance and sentiment
analytics platform
metrics and cross reference
Listening and
• Competitive intelligence metrics
them with your internal
• Brand perception and • Analyze key sentiment
benchmarks
sentiment analysis drivers of your campaign in
real life • Identify key performance
posts and influencers
• Adapt your campaign with
the influencers involved* • Adapt best practices for
future campaigns
• Cross reference
your campaigns with
competition
9
3.3. Pre-campaign analytics stage
Influencer marketing solution key steps to take:
The objective of the campaign
There are several components of a successful influencer marketing campaign and
the first one is to determine the objectives of the campaign. This will lead to the set-up
of KPIs, the desired style of influencers and the choice of social networks for further
communication. For this new campaign, the initial objective has been very clear: to
launch a new skincare product, ‘The Reset Eyes Serum’ for the eye contour area.
The endowment of the product
Next step: the brand must determine what it is going to offer to the content creators. For
this campaign it is the ‘Reset Eyes Serum’ product itself.
In order for micro influencers to accept
a collaboration, it is necessary to pay
attention to their character and tonality
and to propose a product that interests
them and their community. If a brand
only offers a coupon code, it won’t work
because content creators always want to
test before talking about it. Through the
Hivency platform, content creators receive
products for free and are not remunerated
by the brands.
The communication approach
of the campaign
After meeting the previous needs, it is
necessary to choose which communication
actions to implement as part of the campaign
with the micro influencers.
As part of this campaign, the brand asked the
content creators to produce a publication as
well as a story to present the product. The story
had to mention the brand and this hashtag:
#ResetEyes
You can see some of these stories in pictures.
Photos credit :
@beautybyoce
@ceciliavargiu
@clairemondray
103.3. Pre-campaign analytics stage
Listening and analytics platform key steps to take:
The fundamental aspect of every campaign development is a proper and profound
analysis of your current brand health. In order to choose the right direction for the
campaign development, it’s essential to analyze global satisfaction of your brands’
activities and emotional resonance that you are creating with the consumers.
Competitive analysis
Prior to the launch of the campaign, brands are always advised to assess their
competitive environment in order to determine the key trends in the market, which
type of post has generated the most engagement as well as what has been liked and
disliked by the audience.
Looking at the previous month’s share of the topic, we can see that L’Occitane en
Provence is positioned as the 3rd biggest player in the industry in the media realm. Its
growth is extremely positive in comparison with the previous period which should allow
them to catch up with the market leader.
Share of voice
11Sentiment Analysis
Sentiment over time provides a deep and detailed analysis of the brand mentions over
a specific period of time, based on sophisticated AI Engine algorithms.
L’Occitane en Provence and Hivency have collaborated on the #ResetEyes launch
campaign, and while analyzing brand sentiment behavior over the duration of the
campaign, a clear positive spike can be identified on 9/03. Talkwalker provides means
for further data analysis and visualization. By clicking on the spike we receive info on the
top five, ten or more publications. In our case, one of the influencers selected from the
Hivency platform has been identified in the top 5 positive sentiment publications.
This data allows marketers to have a deeper understanding and analysis of posts that
have worked, and adapt it for future campaigns.
L’Occitane sentiment over time
123.4. During campaign
optimization
Influencer marketing solution key steps to take:
In order to succeed with a micro influencer marketing
campaign, it is important to find the right influencers to
collaborate with, however, this is not an easy task. During
the pre-campaign stage, while determining the type of Metrics
Followers: 14.4K
influencers, these are the first criteria to check: community
Likes: 711
type, age, gender, and the number of followers. Comments: 65
The brand’s strategy for this campaign has been to select Engagement rate: 5.37%
influencers who have communities of at least 10,000 photo credit: @ceciliavargiu
followers with an engagement rate of approximately 2%.
After L’Occitane en Provence had identified the type of
influencers they were looking for, the following criteria were
chosen:
• Around 27 years old
• An average of 25,000 followers
• Each publications generally generates 400 likes and
about 40 comments Metrics
Followers: 12.8K
Likes: 596
These key figures show that micro influencers have Comments: 72
Engagement rate: 5.19%
committed followers and that they create interaction with
photo credit: @beautybyoce
them. In order to pursue the aim of L’Occitane en Provence,
micro influencer marketing has naturally emerged as
the most relevant solution to quickly reach the maximum
number of consumers. Moreover, with micro influencers, the
brand has a chance to build close relationships with them
as opposed to macro influencers. Micro influencers can
afterward potentially become brand ambassadors.
Metrics
Followers: 11.2K
Likes: 1,100
Comments: 143
Engagement rate: 11.07%
@maeva.demoura
133.4. During campaign optimization
Listening and analytics platform key steps to take:
You have identified the key metrics, but there’s more. Optimize your campaign with the
help of real-time campaign monitoring.
Check the Key Sentiment Drivers of your campaign. What do people associate with
you? How does it correlate with the emotional scale? In L’Occitane’s case, the emotions
and overall tendency are towards positive perception. However, it should not be the last
step, go deeper into the messaging of the consumers on why exactly they are positive,
and leverage this when adopting new campaigns.
What about the visuals themselves? When leveraging a large number of campaigns, it’s
extremely helpful to have efficient and accurate visual data representation. For the next
steps, of this campaign, it’s worth checking the most engaging posts with objects, which
are easily identifiable via Talkwalker’s sophisticated AI Engine. Use this data for the next
campaign, check what object representations are creating most tractions.
Sentiment Key Drivers
143.5 Post campaign measurements
The brand metrics have been analyzed, the influencers have been identified, the
campaign has launched and ended after 30 days. What’s next?
With the help of the Talkwalker platform we have identified that L’Occitane en Provence
#ResetEyes campaign with Hivency comprised of 14 micro influencers, accounted for
6.8K engagement and 351.5K of potential reach.
However, campaign analytics are not restricted to these numbers only. As a first step,
dive deeper into who exactly has provided the biggest impact, and then analyze why.
Talkwaker helps to streamline this data.
In this case, examples of the influencer bringing the highest engagement, is the one
having 10.3K followers in total, 1.1K likes for this post in particular.
#ResetEyes Engagement #ResetEyes Potential Reach
153.5 Post campaign measurements
Following the campaign, on the Hivency platform, we analyzed that the campaign
generated more than 6,270 likes and 671 comments. The campaign’s engagement rate
is 2%. The engagement rate is used to measure the engagement of the consumers with
a brand on social networks, blogs and videos. Micro and nano influencers generally
have a higher engagement rate than macro influencers or stars.
In this campaign, the Earned Media Value (EMV) is 1,881€. Earned Media Value is a
metric widely used in influencer marketing. It is the “earned” exposure of a brand for free
on social networks and blogs (comments, opinions, likes and mentions from consumers).
Metrics Metrics
Followers: 41.3K Followers: 34K
Likes: 773 Likes: 290
Comments: 85 Comments: 21
photo credit: @fashiontherhappy photo credit: @fille_a_paillette
163.6 Post campaign measurements:
benchmarking
This benchmark analysis shows the results of the L’Occitane en Provence campaign
versus similar ones, conducted within the Hivency platform. These figures represent
high-quality results versus the average campaign results, proving that the L’Occitane en
Provence campaign has been a success. With 14 influencers involved, the campaign
has achieved above-average reach and engagement rates!
The results obtained are considered satisfactory and the product has been relayed and
widely seen on Instagram. Thanks to this campaign, the brand benefited from a wide
audience exposure and proved to be a brand suitable for L’Occitane’s audience.
The micro influencers have produced quality content for the brand. This will allow the
brand to re-use not only for its social networks posts but also in emails, advertising
campaigns, product sheets, etc.
174. Key insights
Marketers globally have different approaches and goals when it comes to the objectives
of their influencer strategies. Brand visibility (65.8%), lead generation (16.9%) and
more creative campaigns (10.4%) have been cited as main drivers behind influencer
programs, in a global study by Talkwalker*.
Dependent on the goals you set (increase in brand awareness or direct purchases,
etc.), there are several ways of approaching the issue. And, when it comes to influencer
marketing, success can be found in large numbers. However, instead of one influencer
with large reach, you can invest in 50 micro influencers for a similar costs, resulting in:
• Better focus on specific audiences
• Improvement of your engagement
• Risk minimization
• And, ultimately, less spending for potentially better returns
The Global State of Influencer Marketing in 2019 by Talkwalker.
“We are very happy with the campaign set up on the
Hivency platform and its results, because the influencers
who collaborated with us represented the spirit of
L’Occitane en Provence. We have therefore planned other
campaigns in the near future and always with micro
influencers. Recently, we also tested a campaign with
nano influencers and it was a success! We have obtained
very qualitative publications and a very good rate of
commitment. These are influencers that have a real impact.”
Lucille GARRIVET, Digital Branding & Social Media
Project Manager
185. Influencer campaign checkbox
While the key to a successful influencer marketing campaign is first
and foremost the depth of relationship between the brand and the
influencers, here are the essential steps to keep in mind:
• Understanding the needs of your campaign for influencer
• Establish the objectives of the influencer campaign and
define actions
• Define the budget
• Identify the persona of the target
• Identify micro influencers
• Study and choose social networks
• Determine KPIs
• Keep instructions specific, precise, and brief
• Launch the campaign and monitor the results
• Analyze the final results
• Send a thank you message to influencers
19Thank you!
For more information please contact:
Joel Gaudeul
CMO
joel.gaudeul@hivency.com
Elise Boukhechem
Content Manager
elise.boukhechem@hivency.com
Francois Le Menn
Partner Manager
f.lemenn@talkwalker.com
Ivanna Hajnecka
Partner Marketing Manager
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