The Rise of Influencer Marketing - Priell
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The Rise of Influencer Marketing
325% Increase in Google Searches for “Influencer Marketing” in 2018
United States. 1/1/04 - 7/18/18. Web Search.
Source: http://mediakix.com/2018/03/influencer-marketing-industry-ad-spend-chart/#gs.bPGJ57g
2
Influencer Marketing: A $10,000,000,0000 Industry by 2020
Source: http://mediakix.com/2018/03/influencer-marketing-industry-ad-spend-chart/#gs.bPGJ57g
3
Consumers Want Convenience & Personalization. Trust is Key
Influencer marketing arose in response to how selective users can be in the content they consume.
Curated feeds, ad blockers, and privacy controls enable users to have as much or as little contact with
advertisement as they desire.
Avoid Ads Personalized Content Buy with Confidence
4
1880s
Baseball cards
included in
cigarette packs 1984
Nike signs MJ
1991
1994 Suzanne Somers +
ThighMaster
From Athletes & George Foreman
Grill
Celebrities to
Digital Influencers,
Social Media is 2013
Dude Perfect + Kay Jewelers
2018
Changing the Kim Kardashian
+
Scope of Influencer
Marketing
5
Who are Digital Influencers?
A digital influencer is someone who has increased their social presence by creating content that
engages audiences. They have the ability to affect opinions and change behaviors because they are
trusted sources of information amongst their following.
54% 66% 60% 82%
of female consumers of consumers prefer of customers used a of consumers are
purchased a product the personalization of blog or product likely to follow a
after seeing it influencers to their review to make recommendation
recommended by a interests purchasing decisions made by an
digital influencer influencer
6
An Omni-Channel, Full-Funnel Marketing Solution
7
Experts Agree: Influencer Marketing is Here to Stay
“To write off Influencer Marketing as a fad is a foolish game. Brands will
figure out how to collaborate with culture creators and harness the
distribution of curators. They’ll get these two groups feeding off each
other and build them into the core of integrated marketing campaigns
from the start.” - DAVID ARMANO, GLOBAL STRATEGY DIRECTOR, EDELMAN
94% 60% 82% 60%
Of marketers who use of marketers believe Of retail brands are Of brands are
influencers believe it is influencers are working with increasing their
effective for awareness effective at driving influencers as of 2018 influencer marketing
sales budgets in 2019
8
Save Money, Get Liked, Drive Sales
69% of brands use influencer marketing for content creation, distribution, and amplification
66% More Cost Effective 16x More Engagements Influencers are 10Xs
for Content Creation on Influencer content Vs. more likely to drive in-
when working with
Influencers vs. working with paid advertising store purchases
traditional content studios for brands than other
and/or agencies
forms of advertising
9
Foot Locker EU Drives Engagements with Influencers
Influencer Post: Brand Re-post: Brand Non-Influencer Post:
380,205 Likes 28,860 Likes 8,691 Likes
Influencer Followers: 4MM Brand Followers: 1.2MM Brand Followers: 1.2MM
Engagement Rate: 9.5% Engagement Rate: 2.4% Engagement Rate: .72%
Post Date: Feb 22, 2018 Post Date: Feb 23, 2018 Post Date: Feb 22, 2018
13X Engagement Rate of 3X Engagement Rate of Less than 1% ER
Non-Influencer Content Non-Influencer Content
10Nordstrom Drives Millions In Sales With ‘Superinfluencer’
STRATEGY
Nordstrom paired with popular fashion influencer, @somethingnavy, to
curate her exclusive fashion line. Using her stylistic knowledge and her
captivated audience, Nordstrom hyped the upcoming collaboration
with a series of previews, posts, and Promotions on her Instagram feed.
RESULTS
$1 million of sales in 24 hours
• In just one day, Arielle Charnas reported that Nordstrom earned over
$1 million in sales of her exclusive clothing line. Items were
immediately resold on E-Bay, a reflection of the incredible popularity
of the campaign.
Source: https://wwd.com/fashion-news/fashion-features/superinfluencer-something-navy-nordstrom-drives-millions-in-sales-11009231/
11NA-KD Fashion’s Micro-Influencer Program Drives Sales
STRATEGY
“We once collaborated with an influencer
NA-KD Fashion, a Swedish fashion retailer, maintains a
from the States with 1.6 million followers—
massive influencer marketing affiliate program to amplify
much to our surprise, she didn’t deliver.
the reach of their Instagram account, which now boasts 1.7
“We then connected with a super cute
million followers. NA-KD gifted thousands of influencers
German influencer with a following of
free products and promotional codes to scale their voice to
around 350,000. Through her channels, she
over 150 countries.
generated a ridiculous amount of sales
within the first 24 hours— RESULTS
we were blown away and Generated 1.7 million Instagram followers in just 3
this ultimately proved that years, and became the 4th most mentioned fashion
engagement and trust are
brand on social media
the key to success for an • Using micro-influencers as their primary vehicle for promotion, NA-KD
influencer.” - NA-KD co- vaulted themselves into the fashion fray in 3 short years, becoming one of
founder Ivana Vrbenski. Europe’s top-20 fastest growing companies and competing with the likes of
fashion giants like Zara.
12Bonobos Uses Photographers To Boost Engagement
STRATEGY
Bonobos, an e-commerce focused men’s fashion chain, uses
influencers to promote many of its seasonal collections. Partnering
with @fosterhunting, a talented photographer with 1 million
Instagram followers, Bonobos utilized his unparalleled talent to
create high quality content showcasing the brand’s Summer
collection.
RESULTS
5 million impressions, 68,000 engagements, and a twofold
increase in brand engagement
Bonobos Instagram Followers: 117k Followers • Bonobos doubled their brand’s engagement as a result of the
as of Oct 10, 2018 campaign, leading to increase awareness and positive perceptions
of the seasonal collection.
Foster Hunting IG Followers: 1MM as of
October 10, 2018
13White Wave Foods Drive 10% Lift in Sales with Influencers
STRATEGY
White Wave Foods used 258 influencers to create
social media and blog content, and amplify social
presence for their campaign promoting Silk.
RESULTS
• Consumers exposed to the influencer content
purchased 10% more products than the control
group
• The ROI of the blog posts alone was 11X the ROI of
banner ads in one year
• Each 1K people viewing the influencer content
purchased $285 worth of products over the control
group, a total $285,000 MORE than the control
group
14McDonald’s Gets an ROI of $5.50 & Positive Brand Sentiment
GOAL
Dispel myths on what type of meat is used in Chicken Nuggets
STRATEGY
Have Raphael Gomes, a foodie with a strong YouTube channel, create a video
on how McNuggets are made as an ad.
RESULTS
ROI of $5.50 dollars to each dollar spent on the
campaign and those who saw #GoodToKnow ads said
they were more likely to trust McDonald’s and believe in
the quality of the food.
*AUDIENCE DATA AVAILABLE ON JULIUS
15Pedigree Drives Engagements with Influencer Story Selling
STRATEGY
Pedigree worked with influencers such as Kristyn Cole who promoted the
“Buy a Bag, Give a Bowl” campaign through their social media channels,
blog posts, and videos. They shared touching stories about their pets to
appeal to followers’ emotions and encourage them to buy bags of
Pedigree food.
RESULTS
Gained 30% cost efficiency getting influencers
to create content vs. paid social ads
• 43M+ impressions
• 9.3K+ blog post engagements
• Helped Pedigree win the love of their target audience, appealing to the
emotions and responsible nature of their consumers
16Bigelow Drives Sales with Educational Content
STRATEGY
Maybelline worked with beauty influencers like Kimberly Pavao who
helped create content related to beauty tips and tricks, as well as
beauty hauls. These influencers worked to drive in-store traffic and
promote the in-store displays to highlight the product.
RESULTS
Maybelline’s influencer program Drove 1.3x’s the media value
compared to other paid social channels
• 73.7K content views
• 35.7M total impressions
17Bigelow Drives Sales with Educational Content
STRATEGY
Influencers incorporated Bigelow tea into their content in different ways.
Some created original recipes using it, and others turned the packaging into
DIY art. Blogger Ashley Thurman provided her readers with a recipe, Jess, of
A Million Moments provided her readers with a guide to creating beautiful
flower pots from the tea packaging.
RESULTS
18.5% increase in sales
• 32K+ blog post engagements
18Gerber Drives Sales with Mommy Bloggers
STRATEGY
Gerber worked with 324 influencers specializing in different niches –
from travel and active living to food and parenting – but all had
children below two years of age. Each created original blog posts &
social media posts about their kids enjoying Lil’ Beanies. They also
encouraged their audience to visit the official Lil’ Beanies landing
page in order to download a digital coupon.
RESULTS
5% national sales lift for Lil’ Beanies products
• 260K clicks, likes, comments, and social shares/retweets
19Redu + Simply Be Leverage Instagram Influencers for Story Selling
STRATEGY
Simply be, one of the leading retailers and innovators in plus-size fashion, wanted
to reach new audiences and increase sales using plus-sized beauty influencers on
Instagram. Partnering with UK publisher, Redu., Simply Be leveraged the power of
plus-sized beauty influencers to post about how their swimwear made them feel
confident in their skin.
RESULTS
The campaign drove 10K orders at a cost-of-sale of just 3.11%
• Redu won the Performance Marketing Award for Best Influencer Marketing
Campaign in 2018
20Succeed with
Great Results Start by Making Data-Driven Decisions
Recruiters use LinkedIn Home Owners use Angies List Marketers use Priell to research
to discover candidates to discover contractors that & recruit influencers that are
aligned with their job spec match their needs likely to drive best results
22Priell offers an end-to-end influencer marketing service.
We prioritize brand safety by manually vetting and
curating every influencer profile before allowing
influencers onto our platform. With Priell, you can make
smarter influencer selections, organize and track
activity with influencers, and measure results all with 1
point of contact.Challenges We Solve
Influencer Discovery Influencer Management Analytics
Priell provides the most Organize & safely store Manage, Launch, and Analyze
robust, vetted datasets on proprietary data you’ve collected campaign activations.
influencers & their audiences on influencers in one-safe place Comprehensive reports at any
to help you make informed while streamlining time and the ability to see
influencer selections. Every communication and providing what campaigns people are
single profile is manually transparency across your working on across teams and
vetted by our research team. organization. brands.
24Brands already benefiting from our AI Influencer Technology
Priell Services & Support
• Unlimited reports, campaigns, messaging, and downloads
• Unlimited support from our research team to add new influencers per your
request, discover and add new influencers that meet your marketing needs
• Support from our customer success team to ensure successful platform
adoption
• Quarterly educational webinars on trending topics
• Customer loyalty programs that unlock value
• Access to content on influencer marketing best practices, platform features,
and POV on trending topicsContact us at Priell.com
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