Inditex. What is it? Where did it come from? And why do I need to know about it? Now, if this name doesn’t ring a bell with you, then this should jog your memory. Zara, Pull&Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterqüe. Ding ding ding. 

These brands are making their parent company, Spanish conglomerate Inditex, one of the biggest fashion retailers in the world. In just the first 9 months of 2019 last year, Inditex Group made €19.82 billion in net sales (an increase of 7.5%). And the company had big ambitions for the following year.

Although this is impressive, Inditex, like pretty much all companies on this planet, has had its fair share of hardship this year ever since the start of the COVID-19 pandemic. The global crisis has meant that the retail giant has made losses, for the first time ever in its history. According to ABC, “the textile group had, from February to April, a negative net profit of 409 million euros”. 

This was largely due to the unprecedented drop in sales, as a result of physical stores having to be temporarily closed. This meant that only 965 of their 7,412 Inditex stores were operating in Spain alone. As you can imagine, the parent company and its brands had to step up their marketing game in order to keep customers shopping, especially from their online channels. Cue the influencer marketing quest for unhampered success.

So What is Going on?

• Inditex is killing it in terms of their online presence and transparency with customers
• Stradivarius hosted a super successful live stream with the 25-million-followers- mega-influencer that is Danna Paola
• Oysho took advantage of the new stay-at-home regime and created its unique loungewear collection, accompanied by the viral hashtag #whenimathome
• Unless you have been living under a rock this past year, then you will know about how Zara is consistently one of the most mentioned brands on Instagram in 3 major European countries.

Let’s get Down to Business

In light of the pandemic fashion retailers around the world are having to rethink their plans for the year ahead. Many companies are prioritising marketing and communication over merchandising, and Inditex is no different. The company is focusing on two things right now: its connection with customers and its transparency with them.

This period of disruption and uncertainty means that customers may become disconnected with the companies they shop with. Therefore, it’s crucial now more than ever that companies stay engaged with their customers and get creative in these connections.

On the 23rd of March this year, Stradivarius kicked off their social media marketing efforts by conducting a #musictostayhome live stream. This stream featured famous singer, actress and influencer Danna Paola, from the popular Netflix TV show ELITE. Who – by the way – has a jaw-dropping 25 million Instagram followers. No big deal.

This was a winning umbrella for the company, who has been stuck in a rainstorm of losses this year. But they haven’t stopped there, following soon after, Oysho, another Inditex brand, launched it’s “when I’m at home” collection of loungewear. Accompanied by the hashtag #whenimathome, which already has almost 1000 Instagram posts.

But let’s be real, this was all child’s play. Let’s talk about one of the biggest of Inditex’s brands – Zara. This trendy clothing giant has consistently been one of the most mentioned brands by not one, not two, but three major European country’s influencers on Instagram. 

According to Primetag’s revolutionary leaderboard, Zara was the most, or one of the most, mentioned brands on Instagram in Spain, Portugal and the UK. The brand was mentioned 1256 times by 770 influencers from the UK (in a period of just a few months), 4856 times by 463 influencers from Portugal (in the span of the year 2019) and an impressive 17,305 times by 1382 influencers from Spain (also in the span of the year 2019). And who knows how many more markets they are dominating the ‘mention’ charts of.

Want to see the rest of this leaderboard and others? Check it out here.

The Influencers

Ok, so we have talked about the brands, now what about the influencers? Well, first of all, it’s important to note how big of an audience Inditex brands are capturing. Brands such as Pull & Bear and Bershka have been working with Spanish-speaking celebrities and influencers, from @rosalia.vt (11.7 million followers) to @ester_exposito (23.8 million followers!), and a number of others. 

One of the biggest Inditex influencers is Paula Echevarria (@pau_eche), who is constantly uploading pictures of her outfits in different locations. Whether at home, in a garden, a beach, a pool… she really gets around town. With all of her outfits, there is almost always at least one Inditex brand’s piece. From Bershka and Pull & Bear, to Stradivarius and Zara, she wears them all. And with her legion of 3 million followers, it’s no surprise that these brands are finding shiny diamonds of success through influencers like her.

Ok, so Inditex brands are big in Spain, we get it, but what about elsewhere? Well, we come back to that fashion giant – Zara. Zara has been a huge hit in the UK even during the COVID-19 pandemic. According to Primetag’s leaderboard which takes into account, Instagram mentions by UK influencers from the beginning of this year until now, the brand has been mentioned a huge 1256 times. The brand is particularly popular with UK reality TV stars, like this girl who was on the famous show – Love Island. 

Apparently, gen z like to see half-naked 20-something-year-olds try and find love on a beach somewhere in Spain, who knew. It’s an odd show, but it periodically churns out some of the biggest influencers in the UK.

Transparency

Finally, let’s talk about transparency. All of the Instagram posts aside, Inditex and its brand are staying afloat in this chaotic time by maintaining goodwill and expressing that they share the same concerns as customers. By illustrating that they understand customer’s struggles and demonstrating that they are working on the challenges proposed by the virus, Inditex is taking a clear and firm approach to the pandemic.

Amancio Ortega, the founder of Inditex, has been transparent about the company’s actions during the pandemic. He has announced that the conglomerate will be delivering 300,000 masks per week and will be involved in the production of health-protective equipment to help the first-line workers such as medical workers but also cashiers and police officers, who are still working outside, to help us all be safe inside.

So What’s the Bottom Line?

Well, the future of the retail and the fashion industry is still uncertain. Will the marketing actions be sufficient? And grab a bigger share of the industry? Are retailers going to start a massive discount program on their website when people begin to buy less? Well, we don’t know. But what we do know is that in this unprecedented time influencer marketing is crucial now more than ever if companies want to stay afloat.

Inditex is a prime example of a company that is taking full advantage of this situation to not only step up their online marketing efforts but also cater to new customer’s needs as they go. Listening carefully to where the market is headed and what steps for success need to be taken.

Inditex and its brands are proving that although their company has made the first losses ever in their history, they are determined to bounce back. And online marketing and e-commerce are how they are going to do it.

We’ll be keeping track of Inditex and its brands over the next months, to see what their next big marketing campaign is and what more we can learn from their successes, will you?

The post Who or What is Inditex and Why Should I Care? appeared first on Primetag Blog.

Previously, we published a glossary of all the crucial influencer marketing buzzwords you need to know, this time we are here to dish up and dissect all the terminology featured on our platform. So sit down, relax and dig into a Primetag’s chefs special.

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The post The Ultimate Primetag Glossary appeared first on Primetag Blog.

Influencer marketing, in some ways the baby of the digital marketing world, having its own set of words and phrases that many marketers are not so familiar with yet. On top of that, there is an array of confusion around the exact meaning of the words and how they should be used, many of which are being used incorrectly or interchangeably. It’s really hard to keep up! But don’t worry we’ve got you covered with our handy dandy influencer marketing buzzword definitions.

You can refer to our glossary at any time to refresh your knowledge on the confusing influencer marketing jargon, or you can use our glossary to prove your friends wrong, rather like when you end up having to google the rules of Uno. I kept telling them you can’t put a ‘plus 2’ on top of a ‘plus 4’! Anyway, we dove-in deep and pulled out the best explanations for these mysterious influencer marketing buzzwords in order to help our ever-growing community. Enjoy!

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The post Glossary: The Influencer Marketing Buzzwords You Need To Know appeared first on Primetag Blog.

You’ve heard of ‘Got Milk’? Now Get Ready for ‘Got Influence’?
Check HERE which are the most mentioned brands on Instagram by Portuguese influencers.

A lot is going on this month and Primetag hopes that everyone is safe and healthy at this time. We would like to take this inflection point as an opportunity to answer some of the questions you have always had. How influential is my brand? How influential are my competitors? Why is there no more toilet paper at my local supermarket? Well, we can’t answer that last question but we can answer the first two. So today let’s talk about which brands are mentioned the most by Portuguese influencers and serve you up some insightful highlights to sink your teeth into.

We are celebrating the launch of our Portuguese Influencer Marketing Leaderboard. Our online platform ranks brands based on the number of mentions they received from national influencers. The dynamic lists, which will be updated on a monthly basis, are available online and free of charge as of right now! 

The leaderboard is comprised of 8 distinct categories; starting off with a general overview category and followed by 7 unique categories with brands in fashion, beauty, food & beverages, retail, sports, technology and tourism.

We have done it before, and we will do it again. The success of the Spanish Influencer leaderboard (which you can find HERE) encouraged us to press more buttons and click more things. We managed to gather information from 2,500 Influencers and 370,000 publications on Instagram from the last 12 months in Portugal. So we placed our sleep-deprived intern in front of a computer and this is what he came up with.

Portuguese Leaderboard Takeaways:

• The two Portuguese brands sitting proudly on top. In the general ranking of the most mentioned brands by Portuguese influencers, the national brands Prozis and Visit Portugal occupy the second and third places, sitting just below the Spanish queen herself Zara.

• Most of the brands are Fashion. Two-thirds of the brands most mentioned on Instagram by Portuguese content creators are fashion brands.

• Zara is the queen of both the Spanish and Portuguese leaderboards. Zara is the most mentioned brand (5,327 mentions), followed by Prozis, (2,661), Visit Portugal (1,971), Loavies (1,858), Bershka (1,840) and Mango (1,639). Portuguese Instagram mavens sure do love Inditex brands, with five brands included in the ranking.

• Low-cost beauty. The Portuguese Influencers worship at the altar of Sephora (418 mentions), among other cosmetic brands such as Garnier (254 mentions) and L’oréal (209 mentions). Only one high-end luxury brand is amongst the most mentioned: YSL Beauty with 147 mentions.

• The Smartphone battle. Ever wondered which devices content creators are using the most? Well, its probably a Samsung (259 mentions), Huawei (137 mentions) or Apple (128 mentions).

• Football is a religion in Portugal (but you already knew that). In the Sports category, we find @slbenfica (747 mentions), followed by @portugal (441 mentions), @fcporto (365 mentions) and @sportingclubedeportugal (335 mentions). Of course, Nike football and Adidas football are in our top 15 too.

• The same but completely different. Adidas has almost as many mentions on our Portuguese leaderboard (668) as in the Spanish leaderboard does (753), it’s impressive seeing as how Portugal has a GDP 5x smaller than that of Spain.

Now let’s talk about the biggest Influencers:

Cristina Ferreira, a frequent Zara purchaser, with a boatload of followers (1.2M) is sailing smoothly on top of our leaderboard. Other Zara lovers making waves on Instagram are Katia Aveiro (1.1M), Carolina Patrocínio (809k), Liliana Filipa (597.3k) and Sofia Arruda (474k).

Please note that these were the values at the time of data collection, they may have changed in the meantime.

Rita Pereira, on the other hand, is Prozis’ biggest fan with the most followers (1.3M). Other renowned influencers that consume products of the well known Portuguese brand are Pedro Teixeira (822k), Carolina Patrocínio (809k) and António Raminhos (808k).

Finally, did you really think we would go through all these influencers and not mention the king himself, Cristiano Ronaldo? Now you would think he would be the king of our sports category obviously, but you will be (un)surprised to find he is actually one of the biggest voices of @visitmadeira in the tourism cluster. Sitting second place next to that of @visitportugal.

So if Portugal was an influencer what would they look like? Considering the brands Portuguese influencers are yelling about the most are Zara, Prozis and Visit Portugal, then it’s safe to say they would most likely be a Zara wearing fitness fanatic who is proud to live in such an instagramable country.

Back in 2018, Primetag launched the Social Influence Report, the first study of its kind on Influencer Marketing in Portugal. Since the Portuguese market fluctuates rapidly and an annual analysis is not enough to satisfy information needs, Primetag decided to address this and mitigate this dilemma through technological advancement.

So now you know the names and faces of the brands and influencers occupying the phones screens of Portugal, do what you will with this information, it’s our gift to you. Check back in with our leaderboard at regular intervals to find out who is dominating gram-town in Portugal and don’t forget to have a read of our other insightful articles here.

The post The Leading Brands on Instagram Mentioned by Portuguese Influencers appeared first on Primetag Blog.

• Spanish influencers prefer Spanish or European brands
• Zara, the most mentioned brand, increases in mentions by the second 
• Free tool for tracking brand mentions by influencers now available online

Get ready because today we are celebrating the launch of a brand new and ready-to-use tool, exclusively for the Spanish market: Primetag’s first Influencer Marketing Leaderboard.

An online platform with rankings featuring the most mentioned brands by a huge range of national influencers. The dynamic lists, which will be updated on a monthly basis, are available online and free of charge as of the 11th of March 2020. 

The Influencer Marketing Leaderboard is based on the analysis of nine thousand influencers and almost a million publications, derived from a specialised Spanish database. The leaderboard is comprised of 8 distinct categories; starting off with a general overview category and followed by 7 unique categories with brands in fashion, beauty, food and beverages, retail, sports, technology and tourism. 

In light of this special launch, Primetag has analysed the most mentioned brands on Instagram by Spanish influencers during the last 12 months. 

Below are some of the most interesting takeaways from the board: 

• 20 out of 20. All of the most mentioned brands by Spanish influencers on Instagram belong to the textile and fashion industry.

• Zara, the most mentioned brand by far, with a jaw-dropping 17,364 mentions by over 1300 influencers, increases in the number of mentions by the second.

• The second most popular brand in fashion, Bershka, with 4874 mentions, follows behind. Inditex, the parent company of both Zara and Bershka, is really making its mark on the board, splashing 6 of its companies across the top fashion brands to watch out for.

• Spanish influencers favour Spanish or European brands.  Amongst the top 15 most mentioned brands, 13 are European brands, of which, 6 are Spanish, with only 1 American and 1 Chinese.

• Premium European brands coexist with budget brands in the beauty industry. Nyx Cosmetics ranks the highest in the battle of the beauty brands with 1189 mentions from 257 different influencers, followed by French giant Sephora and the Canadian-owned brand Mac.

• Sport and fitness. Nike takes the title of the most mentioned brand (2,316 mentions) but is just a nail-biting 16 mentions away from it’s biggest rival, Adidas Spain. Similarly, Nike Women and Nike Sportswear following close behind in 8th and 11th place, and sandwiched between the two is Adidas official account in 10th place.

This innovative new leaderboard was developed as a response to the lack of information within the national influencer marketing industry. 

Back in 2018, Primetag launched the Social Influence Report, the first study of its kind on Influencer Marketing in Spain. Since the Spanish market fluctuates rapidly and an annual analysis is not enough to satisfy information needs, Primetag decided to address and mitigate this dilemma through technological advancement.

Check back in with our leaderboard at regular intervals to find out who is dominating gram-town in Spain and don’t forget to have a read of our other insightful articles here.

The post The Leading Brands on Instagram Mentioned by Spanish Influencers appeared first on Primetag Blog.

For years now companies in the beauty industry have been trying to achieve viral success through carefully blended influencer marketing campaigns. Today we will be looking into the brands who got that critical formula just right.

Keep scrolling to learn more about the 3 game-changing influencer marketing campaigns that revolutionized the beauty industry.

We will be taking a close examination into what made their content so appealing, what ingredients were involved in their recipe for online success, and how much “Return on Influence” they achieved

Whether you are looking for inspiration or are curious about the behind the scenes, get ready to dive into the weird, wonderful and lucrative world of marketing your beauty products on Instagram.

You may also like The Most Memorable Influencer Marketing Campaigns of the Past Decade: Fashion Edition.

SugarBear Hair Vitamin’s Influencer Marketing Campaign

• A Harmonised Brand Image: never straying from their aesthetic
• Playing Their Cards Right: from micro-influencers to the Kardashians
• Millions on Instagram: Building a successful page that creators want to be featured on

Would you believe me if I told you that there are sugar-coated blue gummy bears claiming to have magical health-boosting properties, that dozens of influencers are popping into their mouths, which are, in fact, nothing more than just regular vitamins?

Along with sugar-coating their gummies, some may say the brand SugarBear Hair is also sugar-coating their claims about their product’s health and beauty benefits. They claim anything from growing your hair quickly, to better skin and to working overall wonders, when, in actuality, it is just a conventional vitamin supplement.

However, this small tub of candies has turned into a number one must-have in any millennial’s cabinet. So, how did this happen and what can we learn from the rainbow-coloured supplements?

A Harmonised Brand Image

Regardless of your stance in this ‘claims vs truth’ war, we are here to talk about the gravity of their notorious influencer marketing campaigns. First, it is important to pay attention to the brands overall aesthetic and look, taking a few swipes through their Instagram feed and you can see exactly what I’m talking about.

The bright colourful baby pinks and blues, matched with cute room decors in the background and smiling content creators posing with the gummies. The brand image is always in-line with its overall aesthetic, and the constant synergy of its look perpetuates the happy feeling of the brand.

SugarBear Hair advertises in a similar way to that of a candy brand, successfully evoking emotions that correspond with fond childhood memories, hence the baby pinks and blues as their main colours.

Playing Their Cards Right

Another aspect the company can attribute their success to is their careful selection of influencers with not only a massive following but also matching perfectly with their brand vision. Namely, the Kardashian-Jenner-West clan, all the girls have collaborated with the brand, proceeded by other A-list celebrities such as Vanessa Hudgens, and this was followed by a wave of other micro and macro beauty and fashion influencers.

Not only does this mean engagement from that content creator’s post but also the slew of accounts reposting and blogging about the content. Apart from bringing the brand to their legions of millennial followers, the content of these mega influencers then snowballs to other recognised figures and media outlets causing more and more people to be talking about your product. Pushing your SEO up as a result.

Don’t believe me? Just type ‘hair vitamins’ into the googles, I dare you.

Millions on Instagram

The last ingredient in SugarBear’s blue gummies is having the content creators come to you, rather than you go to them. Since the SugarBear Hair account grew on Instagram to a following from 0 to millions, creators are jumping at the chance to work with the brand and be featured on their page. This influx of micro-influencers is an easy score for the brand, having multiple creators cause even louder noise than just one creator could do on their own.

It’s fair to say that SugarBear Hair has invested plenty of time and money into their Instagram account and built a successful brand image from the ground up, the company has managed to gather a promising 2.7 million followers since their debut.

The proof is in the pudding for the sugary brand, not only are the gummies selling like hotcakes, but they are number 1 vitamin on Amazon for their category and the founders of the brand are now multi-millionaires. So if you think these questionable gummy bears are just overrated grocery-store vitamins, then you may be correct, but the bears know how to play the gram game and they know how to play it well.

HiSmile

• All Reviews are Good Reviews (Mostly): give them no reason to leave a bad review and watch the honesty resonate with viewers
• Break Out of Your Comfort Zone: come, see and conquer the unknown
• Give Them More Than What They Bargained For: kill two birds with one stone or, in this case, 2 valuable eye-openers in one post (product + tutorial).

When we talk about remarkable beauty influencer marketing campaigns, it’s no doubt a certain teeth whitening brand might come to your mind. HiSmile in a few short years has become one of the biggest players in the oral hygiene game thanks to their efforts online and through content creators.

The company turned a small $20,000 investment into a 100 million dollar empire and the two CEOs are now on the Forbes 30 under 30 list. Building their way up to working with content creators Kylie Jenner and UFC superstar, Connor Mcgregor, the brand appeared before a huge worldwide audience.

Not only did they have dozens of influencers post, but they compiled all the content from those influencers to build convincing advertisements, showing the impressive credibility of their product.

The small Australian teeth-whitening start-up took full advantage of influencers of all following ranges, from micro-influencers to the most followed Instagrammers of the world. HiSmile’s CEO’s, Nik and Alex, explained how they noticed that no brand in the oral hygiene sector had a strong and direct connection with its customers. The pair understood that normally oral hygiene is just an FMCG (fast-moving consumer good) on the shelves at supermarkets and nothing more, it’s not something that you build a strong connection with.

The CEO’s wanted to change that, they wanted to create a brand that consumers would truly enjoy using and not just a product they threw into their basket at the supermarket.

As Alex explained, mainstream oral-hygiene brands were becoming outdated with their marketing strategies: “they are occupying large shelf-spaces in stores and that’s what is killing them, as they feel that they don’t have to rebrand themselves or invest more in marketing”.

All Reviews are Good Reviews (Mostly)

CEO’s Nik and Alex accredit a big part of their success in sending their product to YouTubers and content creators, asking them to do a review of the product. They know that whatever the content creators will say in their reviews will be honest, which sometimes that means negative. But their exceptional amount of trust in the product give them the confidence to believe the majority of the comments will be positive.

“Make sure your product is good first and foremost and they won’t leave a negative review, they will love the experience and share that with their following” Nik Mirkovic explains in the Unstoppable podcast with Kerwin Rae.

They wanted to stay away from posts that are so obviously sponsored and felt that those posts would be seen as less genuine, so they utilised honest reviews to negate this. In this sense, if the content creator provides a positive review then its promotion disguised as harmless advice and innocent opinions, with no ulterior motive behind it.

Break Out of Your Comfort Zone

Initially, HiSmile was targeting young beauty-seeking women, but soon realised they were missing out on huge opportunities that lay on the other 50 percent of the world. Despite having a a brand image that aims to appeal to millennial and Gen Z woman, the brand saw no reason they couldn’t tap into unknown waters and reach young men too.

The company started to gather all sorts of male content creator and turn the product perception from a girly beauty product to a cool genderless teeth treatment product. The company really reached their peak in the male consumer market when they onboarded UFC fighter Conor Mcgregor to promote the product. As a result of their efforts, they are now seeing 50% male customers, and 50% female customers, almost a perfect split.

“The campaign yielded strong results, reaching over 14 million millennials and delivering a 5X return on ad spend. The ads were so successful in attracting new male customers—90% more, in fact—that HiSmile achieved an even audience split between men and women in just 2 months.” Instagram Business Reports.

Give Them More Than What They Bargained For

Millions of young Gen Z and millennial women jump onto the internet every day to see their favourite beauty gurus giving makeup tutorials and sharing beauty advice.

Keeping this at the forefront of their mind, HiSmile decided to appeal to these consumers, whilst advertising the product.

The company had beauty vloggers broadcast very popular videos such as GRWMs (get ready with me’s) demonstrating how they use their product whilst doing a makeup tutorial. The goal: illustrating how easily the product can fit in with consumers own makeup/beauty routines.

HiSmile cleverly had the content creators knock out 2 birds with one stone, or in this case, knock out makeup advice and product promotion with one post. Gratify them with the content and advice they are looking for whilst at the same time pushing their product.

HiSmiles target audience was and still is the beauty seeking millennials on social media. Many of whom spend their time searching and consuming makeup tutorials by beauty content creators. Keeping this at the forefront of their mind, HiSmile decided to appeal to these consumers, whilst advertising the product.

Skyrocketing from $20K to $40M in less than three years is an intriguing success story of how reviews fuel credibility, getting out of your comfort zone can double your profits and jumping on trends will always pay off.

Foreo

• Pinpoint your Season: You may think your product is for the whole year-round, but there is most likely a time of year that you can boom
• Affiliate your Marketing: Content creators are your next best salesmen and saleswomen

Foreo is another beauty product tugging on the strings of one of the largest social media networks. The skincare-routine brush uses sonic pulses to exfoliate the faces of women and men around the world. Foreo’s design and the features, such as linking the device to their app and creating your own personal skincare pulsation, are all targeted towards the young generation of consumers.

As with the surge in makeup gurus and beauty content creators comes the wave of skincare enthusiasts, whom many will seek out to get their daily fix of vanity related advice.

This is where a product like Foreo comes in, ‘the answer to beauty seekers prayers’, a device that brings the exciting benefits of technology to the already booming skincare industry worldwide.

Foreo, in just six years, has gone from two employees at their Swedish headquarters in 2013, to over 3,000 workers worldwide. They’ve also shipped more than 20 million products in that time – knowing that when something works, word spreads fast. So, how did they spread so successfully? How did they achieve the milestone of selling one device every three seconds in 2017, after only 4 years of operation? And most importantly, how did they become one of the biggest independent brands in the fast-growing beauty tech industry?

Pinpoint your Season

Foreo is a skincare product that can be used by anyone with a face at any time of the year. However, the company found the perfect timing to launch their product ahead, a season that many of their consumers would partake in or at least be interested in: yes, that’s Summer festival season!

With the rise of millennial-infested festivals such as America’s Coachella and Belgium’s Tomorrowland, hundreds and thousands of the world’s youth flock to these festivals every year along with their fellow influencers. Noticing this huge time of the year for millennial and gen z, Foreo wanted to make their product stand out to the young party-goers, as the ideal festival essential.

Foreo has many different models ranging from the standard larger ones to the smaller ‘tester’ style brushes if you are just wanting to start using Foreo brushes. In addition to this range is the Foreo-Go, designed to be pocket size and most importantly, ideal for travel. The brand pushed their convenient travel-sized device and promoted their festival essentials kit, packed with Foreo creams, the Foreo-Go and even a small Foreo toothbrush. They envisioned the products to be used after a long day/night at a festival, taking off the glitter and rejuvenating their skin for the next day when they have to look their best.

The brand also supported dozens of influencers from around the world in going to these festivals.

Affiliate your Marketing

Carefully tailored their product to dozens of marketing around the world including many in the Middle East and Africa, these markets are where beauty products specifically facial products can thrive. Due to the high Muslim predominance in these countries, the beauty industry is concentrated more on the face rather than hair products, Foreo cleverly jumped straight into this market.

In addition to spotting where their company could succeed, Foreo also began their very successful affiliate marketing program, with many influencers from countries around the globe.

The affiliate program was an undeniable success and now Foreo’s LUNA series of products alone have more than 20 million people globally cleansing their faces with one version or another.

The post The Most Memorable Influencer Marketing Campaigns of the Past Decade: Beauty Edition appeared first on Primetag Blog.

Two months into the new year, and it seems that 2020 is the year that everyone wants to step-up their influencer marketing game. To give you a kick-start and some healthy inspiration, Primetag will be looking back and reflecting on the most memorable influencer marketing campaigns of the past decade.

For years now companies have been trying to achieve viral success through carefully selected influencer marketing campaigns, today we will be highlighting companies who got that critical formula just right. We will be taking a close examination into what made their content so appealing. What ingredients were involved in their recipe for online success, and how much “Return on Influence” they achieved.

Keep scrolling to learn more about the 3 game-changing marketing campaigns that were the talk of gram-town.

You may also like ‘Puig Brothers, Creators of Jordi Koalitic: Earning 13.5 Million TikTok Followers in 6 Months’

Daniel Wellington’s Influencer Marketing Campaign

• Small Accounts Make Big Noise: many small accounts can be as good, if not better, than a few big ones
• A Bit of Competition Never Hurt: everyone and their mothers were joining in on the action
• Use Humour: when given the chance tickle their funny bone

A brand seeing the value in multiple content creators with smaller followings making a large, if not, larger impact than a few macro creators ever could, is Daniel Wellington. The Swedish watch company made $230 million in revenue and $111.5 million in profit in 2016 and was named the fastest-growing private company in Europe the following year.

The CEO of the company, Filip Tysander, noticed that traditional watch companies were not investing their time and money in influencer marketing campaigns. Many of them who did spend money on Instagram, for example, were investing in Instagram ads and not influencers. The young entrepreneur envisioned a watch that could appeal specifically for the young generation of Instagram consumers and thus Daniel Wellington was born. Tysander is now sitting comfortably on a 123 Million USD reward for his efforts.

Small Accounts Make Big Noise

Using influencers as their brand models, there are now over 2 million posts using the tag #danielwellington on Instagram, fueling the brand’s user-generated content strategy. The brand started off by using as many micro-influencers as possible for their influencer marketing campaign, with a huge range of different followings, but are all young consumers.

Daniel Wellington cashes in on the minimalistic aesthetic trend the most; the watches, the outfits of people wearing them and the setting of the photos all follow a similar theme. This trend has been circling for a long time now, similar to the marble pattern trend, that time when suddenly every 20-something girl had to have one of those marble phone cases.

Millennials are clearly valuing aesthetic above many other qualities. This is evident in the fact that the Daniel Wellington watch itself is of low quality from a factory in China. According to Bloomberg “Filip Tysander is making a killing selling inexpensive, Chinese-built timepieces (that look fancy)”. But these aspects seems to be overlooked by the fact that every influencer is wearing one.

The more people showing off the simple time-piece, the more a consumer will trust the brand, simply based on the pure amount of Daniel Wellington customers they see.

A Bit of Competition Never Hurt

In addition to the volume of content that the brand has managed to get pumped out in the past decade, Daniel Wellington also engaged continuously with Instagram users. The company hosted multiple contests and discounts with call-to-actions, to hype up the watches in some healthy competition.

Daniel Wellington famously hosted a ‘pic of the day’ contest frequently, and those who won were not only added to the Daniel Wellington Instagram page but also won a free watch. These competitions encouraged anyone and their mothers to join in the action and try and create the most repost-worthy pictures possible. Eventually, this grew to users posting anything from them on mountains, to relaxing on boats, to lounging in their beds, it was becoming clear the boundless places you could wear these simple watches.

In 2014, they reached the milestone of one million timepieces in annual sales, having only been in operation for 3 years. For reference, Rolex took 111 years to reach that milestone, and Tag Heuer operated 156 years before they made one million yearly sales.

Use Humour

Content creators that brands often overlook for their influencer marketing campaigns are humour pages aka ‘meme pages’. These pages that many companies don’t even consider in their influencer marketing strategy are some of the most popular pages on the internet, the account @epicfunnypage has just reached the 17 million followers mark. Daniel Wellington wasn’t held back by any limitations, they had no-bounds to the accounts they would work with, as long as there were young viewers, it ticked the box.

Revolve

• Build an Unbreakable Bond With Your Content Creators: make them more than just your business partners
• Location, Location, Location: always be the talk of the town
• A Little Party Never Killed Anybody: celebrate your creators and the creators will celebrate you

Similar to the aforementioned brand, the clothing e-tailer Revolve utilised content creators as their main vehicle of promotion, comprised of fashion experts and influencers instead of professional models to showcase its brands. The company placed all its cards in the Instagram game and collected about 3,500 small, mid- and macro-tiered influencers selling trendy clothing to stylish, social media savvy young women.

The eCommerce clothing brand started working with fashion bloggers back in 2009 before Instagram even launched. “It has since built one of the most sophisticated influencer marketing machines in the industry, turning a yearly investment of $18.5 million into hundreds of millions of dollars’ worth of earned media, according to Tribe Dynamics.” Reports Vogue Business.

Revolve was early into the influencer marketing game and faced a lot of backlash, in the beginning, investors of all backgrounds were sceptical of their strategies and many didn’t even know what influencers were. Regardless, Revolve stuck to what is believed to be the most lucrative method to target the Gen Zs and millennials, and they have the receipts to prove it.

Build an Unbreakable Bond With Your Content Creators

One of the most admirable traits of Revolve is their ability to connect with the creators they work with in their influencer marketing campaigns, they are friends with their content creators and spoil them as often as they can. The company pours out dozens of dollars to fly the fashion influencers on around-the-world vacations and luxurious holidays. The girls will attend musical performances, dinners and lounge poolside, and post about the whole experience on their social media channels, with links to purchase the pieces they’re wearing. 

This method of working with their Instagram connoisseurs gives a huge incentive for influencers to partner with Revolve, knowing that the company will pull out all the stops for some of them.

Not only is the brand sending their models on these vacations but they are also spending millions on hosting lavish parties and putting them up in the best hotels, as part of their glamourous influencer marketing campaign.

Location, Location, Location

When I say that Revolve organises events, they really organise an experience everyone will remember. The brand initially started by hosting luxurious parties, investing hundreds and thousands into hiring high-profile artists, performers and DJs, to bring in more influencers and post more content.

In addition to these parties, the company started hosting an annual Revolve awards show, giving the opportunity for its influencers to dress up in sophisticated Revolve dresses and parade around a red carpet being flashed by paparazzi. This event enables the content creators to feel special and appreciated by the brand, presenting awards to some of the most remarkable influencers.

A Little Party Never Killed Anybody

The fashion company soon expanded to making one of the most in-demand parties of the year, the Revolve Coachella party, a haven for influencers attending one of the biggest festivals in the world. Coachella had become the party that millions flock to the US for every year and the most talked about event of the season, particularly for trendsetters, celebrities and content creators alike. Revolve seized this opportunity to make their name in the two most critical weekends for their content creators. 

The annual Revolve festivals soon became the parties everyone was talking about online and the event turned into a celebration of the brand. The invitees were all handpicked to be the most high-profile and showed a high amount of appreciation for the brand. The company wanted to bring people together to not only have a good time with the unlimited amount of In-And-Out burgers, alcohol, coffee, theme park rides, makeup bars and of course an abundance of photo opportunities but also to celebrate the brand.

Revolve’s commitment to their events is unmatched, they really go all out and even break their own budget, but claim it’s a priceless investment for the brand. The company put up over 90 top-tier influencers from over 14 countries and a handful of worthy editors in a mega hotel near the event in 2018. All the expenses accumulated to be way over their budget “I was doing the budget and I kind of broke the budget,” laughed Revolve CEO Michael Mente after he was asked about the event by Fashionista magazine.

The company may be damaged in the short-term financially but by no means reputably, their events pay off in the long-run and the brand sees no reason to stop their wild parties any time soon.

Calvin Klein

• User-Generated Content is King: the most convincing thing of all – ain’t anybody paying them and yet they are promoting your merch
• Campaigns Don’t Have to Come With an Expiry Date: great campaigns never die
• Back to the Future: giving a nod to your past self can push you forward

Starting back in 2014, Calvin Klein managed to dress everyone who was anyone online and lived notoriously in the accounts of thousands of content creators and trendsetters. The idea was simple; a couple of mirror snaps in the underwear, a few splashes of the logoed waistband peeking out over sweatpants or under covers, and every once in awhile paired nicely with a pair of low riding jeans (also CK of course). All using the hashtag #MYCALVINS this simple movement caused quite the stir in the generation of Instagram users and soon Calvin Klein was dominating the app.

Just four months into the hashtag and in #MyCalvins saw more than 4.5 million interactions between the brand-posted content, influencer posts and celebrity sponsored content.

User-Generated Content is King

Similar to Daniel Wellington, Calvin Klein also discovered how to use user-generated content to their advantage and push their influencer marketing campaign to new heights. Calvin Klein cleverly kicked off their #MyCalvins campaign with some of the biggest names in the game, from the Biebs to the Kardashian-Jenner-Wests and before they knew it almost 800,000 people had posted using the hashtag. Suddenly every influencer, and every jane and john doe, were getting in on the action, pushing the brand’s recognition further and further.

The most valuable part of user-generated content is that you don’t have to delegate expenses and yet you are advertising to large audiences. Additionally, their followers will be their friends and family, and when this user creates the post, it becomes successful word-of-mouth-marketing.

This sort of method has been working even before the birth of the internet and is renowned as one of the most effective forms of marketing. An unpaid, genuine post by a friend endorsing a brand is more powerful to young people than a canned source like commercials or a clearly sponsored post. Therefore, everyone who posted with the hashtag is subtly nudging their followers, telling them that they wear this brand and clearly love it enough to post a half-dressed picture of themselves. Pretty sure that speaks volumes.

The hashtag started back in early 2014 and 7 years later and to this day, people are posting in their Calvin Kleins and using the hashtag. It’s free exposure for CK and there is no telling when or if this user-generated content will stop.

Calvin Klein soon enlisted the faces (and bodies) of Justin Beiber and Kendal Jenner, these photos really took them to the next level. As soon as Justin posted to his Instagram account of over 100 million, and Jenner ditto, Calvin Klein earned 3.6 million additional followers across its social channel, WWD reported shortly after its launch.

Campaigns Don’t Have to Come With an Expiry Date

The Jenner and Biebs partnerships with the brand brings us to our next point about the longevity of an influencer marketing campaign. Well, there doesn’t always have to be one. The hashtag is still very much alive and well, and CK are still shooting with the same stars from 2014 and some new ones. All of whom are popular among millennials, from Shawn Mendes to Lil Nas to Sza, and all the way back around to Kendal and Bieber again.

In fact, Jenner posted another #MyCalvins just 4 days ago and Bieber is back at it too, guess they haven’t taken off #theirCalvins for the past 7 years. In addition to the tag, the brand has made numerous extensions of the campaign, #DealWithIt being the latest. No matter what the next extension is, all of this just goes to show some of the best campaigns really don’t have an end date.

Back to the Future

Another element to the #myCalvins success was their ability to interact with the past and give a nod to a previous photoshoot that ruffled more than a few feathers. The famous photos of Justin Bieber and Lara Stone from 2015 were strikingly similar to a shoot the brand did back in 1992 with Mark Wahlberg and Kate Moss.

Furthermore, a big part of their influencer marketing campaign is sound bites from previous campaigns that were some of their most controversial. One of which was a young Brooke Shields saying “You wanna know what comes between me and my Calvin’s? Nothing.” back in 1981. The advert caused all hell to break loose and the company faced some strong backlash. Fast forward almost 40 years later and the brand is still causing a stir, well if their shtick is to be provocative then, it’s still working.

The post The Most Memorable Influencer Marketing Campaigns of the Past Decade: Fashion Edition appeared first on Primetag Blog.