Over the past year, hair care brand Amika has been revamping its influencer strategy to sell more products. The company has pivoted away from looking at follower counts in favor of engagement and is paying more attention to its influencer audience demographic.
“We didn’t know how to measure success [prior to this year]We got great content and were excited to work and grow with these influencers [our own] Follower growth,” said Chelsea Riggs, Amika brand president. “But we didn’t see a big sales effect from that.”
Launched in 2007, Amika is a professional hair care line primarily sold in salons, but Sephora also sells a selection of hair care tools, shampoos and conditioners. The brand launched its e-commerce and retail channel enhancements in February with a relaunch at Sephora. This includes the expansion of the brick-and-mortar store to his Sephora store with 11 products, featuring redesigned and color-coded packaging for self-guided shopping. That’s when the brand decided to go all out with influencers, working with 40 free influencers and 10 paid influencers for the relaunch. 1.5 million YouTube subscribers). The brand had previously only worked with a handful of influencers and in 2017 he had only two influencers running his campaigns. This year, the brand has already created 10 influencer campaigns for him, with the first focusing on his Sephora expansion.
Amika could identify paid influencers based on where their followers were (the brand wanted at least 50% to be based in the US), the age group of their followers, and specifically how they engaged with the influencer in their comments. , says Riggs. The company began using influencers his marketing firm Traackr in December 2017 to identify partnerships for Sephora’s relaunch based on the influencer’s followers. Amika ultimately decided on a mix of micro-influencers and macro-influencers (400,000 to him who has 1.6 million followers).
Amika is a hair care brand, but it targets makeup influencers exclusively for the Sephora campaign. The brand wanted to find someone who not only embodied the fun and lighthearted “Amika Girl”, but who already knew how to use hair products and tools.Lauren Bliss, Social Media Marketing Manager at Amika This audience is more likely to shop at her Sephora, she said. 10 paid partnerships resulted in a total of 46 mentions in posts and videos. Overall, Sephora’s renewal of her campaign ultimately earned her 736,000 likes and comments and over 4.64 million video views.
As the influencer marketing economy matures, more brands are pouring resources into it. Advertisers across all consumer categories are expected to spend $1.6 billion on Instagram influencers in 2018, according to a study by influencer marketing agency Mediakix, with advertising spending rising from $4 billion to $1.5 billion. is expected to reach $8 billion. However, beauty companies have different approaches to influencer marketing. Several brands, such as Charlotte Cho’s ‘Then I Met You’ and the publication ‘Very Good Light’, recently engaged both paid and unpaid influencers in favor of gifting products to friends and family. Avoid. Brands like Benefit also train their influencers through competitions to establish more authentic-looking relationships early on.
“[This year] They provided us with great content that we repurposed not only for our own Instagram channel, but also for our website and Sephora product pages,” says Riggs. “We tested with a lot of people and were able to get a detailed level of what was working and what wasn’t.”
As the brand prepares for 2019, it plans to further expand its influencer strategy. Nearly half of the marketing budget will be allocated to influencers and his partnerships next year, Riggs said. Additionally, the brand will place more emphasis on his paid YouTube partnerships in addition to traditional advertising on YouTube. Amika also focuses less on the number of partnerships with single post influencers, instead he focuses on building paid partnerships for 6-8 months. We are also introducing affiliate links for paid influencers so that you can include influencers on your Instagram profile to better track sales.
“There is always a sense of the unknown when partnering with new people, but now we can do more analysis than we used to. [before]we were holding our breath all the time,” said Riggs.