From Awareness to Conversion tactics, find out 6 Great Influencer Marketing Campaigns!

Product Co-Creation | Morphe X Jaclyn Hill

Some partnerships just work right like Batman & Robin, Martina Navratilova & Pam Shriver Bonny (for the tennis fans) and Bonnie & Clyde. But Jaclyn Hill and Morphe partnership “stole the show” and took it to another level.

The professional makeup artist (5M Youtube subscribers) already had a strong partnership with the makeup brand. However, Morphe desired a product created by Jaclyn.

They collaborated and released the Morphe x Jaclyn Hill eyeshadow palette.

Results: Sold out in 45 minutes.

The campaign was so successful that Morphe and Jaclyn Hill created a second version of the product, “Jacklyn Hill Palette Vol II.”

Find Brand Ambassadors that mention your Brand instead of Competitors

Brand Ambassadors | ASOS Insiders

ASOS sold 3.26 Billion in 2020! As an E-Commerce reference for Millenials, Influencer Marketing is essential for the brand social media presence.

ASOS Insiders is designed to give more personal content – namely, “fashion tips and style advice.”

ASOS Insider Branded Profile

The “Insiders” are chosen wisely through sales data and focus on core regions. Each “Insider” has its unique style for different sections of the brand (For example, plus-sized men ou women).

Results: Former “Insider” Felicity Hayward, ASOS first plus-sized Influencer led to an 800% increase in the curvy line sales.

Know your Share of Voice and find Brand Ambassadors

Awareness | ProRail

Railway fatalities tripled since 2016 in The Netherlands, and statistically, teenagers were most of the victims.

Dutch governmental railway company ProRail had to reach a younger audience and promote safety. ProRail launched “Victim Fashion, created by accident’: a youth safety campaign disguised as a fashion label.

Influencers hyped the ‘brand’ beforehand. Followers (including micro-influencers) were invited to the launch at an Amsterdam Fashion show.

In front of the cameras, the shocking truth was uncovered for the press, key influencers and teen followers.

The campaign had 7.7 M viewers on Social Media – 745.000 via influencers.

Measure Awareness in Influencer Marketing Campaigns. Find out Real Data about Reach, Impressions and Engagement.

Viral Challenges | e.l.f

e.l.f #eyeslipface is the most influential campaign on Tik Tok.

With nearly 5 MILLION user-generated videos it became a trend and even celebrities like Lizzo, Ellen and Reese Witherspoon joined (unpaid). e.l.f. did a brand campaign for Gen Z that showcased its inclusive brand values “e.l.f. is for every eye, lip and face.”

The challenge was a success, becoming the fastest-growing TikTok campaign of all time – reaching 6 billion views. The challenge had also unsolicited celebrity videos, including Ellen, Lizzo, Reese Witherspoon, Howie Mandel, Kevin Hart, Jessica Alba, James Charles, the Pussycat Dolls.

Affiliate Program | Prozis

The sports nutrition & gear and tech gadgets company has active customers across more than 100 markets.

Prozis affiliate programme gives an 8-15% commission on all purchases made by influencers followers via a unique link and a special coupon. Active fitness or healthy lifestyle profiles use the code and spread the brand massively across Facebook, Instagram, Tik Tok, Youtube and Twitch.

Measure Conversions, KPIs and have the reports you want whenever you need them

Social Causes | Turkish Airlines

Influencer campaigns also can be used for building awareness and fundraising nonprofit causes.

The crisis in Somalia left millions of people in need of food and water.

To bring humanitarian aid to the people there, Snapchat influencer Jérôme Jarre partnered with Turkish Airlines, the only international airline flying to Somalia.

Within the first few days, Jérôme’s post on Twitter was reposted 83,000+ times and was liked 58,000+ times on Instagram.

With the help of notable celebrities like Ben Stiller, Jérôme was able to raise one million dollars for Somalia in just 24 hours.

The campaign went on to raise $2 million just in five days and Turkish Airlines sent to Somalia over 200 tons of food.

The secret to successful influencer marketing campaigns is making data work for you. Click here to find out more.

The post 6 Great Influencer Marketing Campaigns appeared first on Primetag Blog.

Instagram, Tik Tok, Youtube, Podcasts and Twitch – don’t miss out the Portuguese Influencers and Content Creators to follow this year.

Discover more Portuguese or Worldwide Influencers & Creators!

Click Now: https://primetag.com/discover

Instagram

Wandson Lisboa

From “Maranhão – Brazil” to Portugal.
And known for his catchphrase “Pay a Beer” or in Portuguese “Paga Finos”.

Wandson creativity on Instagram feed and funny Stories will bring a smile on your day!

Nice fit: Toys, Boardgames, Tech and Colourful items.

Profile: https://www.instagram.com/wandson/

Nádia Sepúlveda

Instagram also can be educational! Nádia loves fashion but as a doctor, she also produces content about health in the Feed, Stories, Reels, Youtube and Podcast.

The content is very accessible and relaxed but with knowledge. It‘s an easy way to learn and be health-conscious.

Nice fit: Health Products

Profile: https://www.instagram.com/_nadiasepulveda/

Vanessa Alfaro

Vanessa Alfaro is an inspiration for a healthy lifestyle. After passing from an XL to an S size, she focused on her Blog and Instagram where she shares workouts and healthy recipes.

Nice fit: Lifestyle, Travel and Healthy Food

Profile: https://www.instagram.com/vanessaaalfaro/

Tania Graça

A Sex Psychologist that produces a lot of educational content and answers followers questions in Stories.

Nice fit: Sex toys, Condoms, Feminine hygiene products

Profile: https://www.instagram.com/taniiagraca/

João Cajuda

João profile is visual storytelling! P.S: Have a nice trip on your future dream travel locations.

Nice fit: Travel Spots

Profile: https://www.instagram.com/joaocajuda/

Sofia Manuel (A Tripeirinha)

There are cat lovers but there also plant lovers (or lovers of both). Sofia Manuel likes cats, dogs and PLANTS! And her plant obsession probably presents you “Welcome to the Jungle” but at home.

Nice fit: Home Grow, Vegan Products

Profile: https://www.instagram.com/atripeirinha/?hl=pt

Margarida Santos

Margarida is a Doctor but she also has a Master in Nutrition. Her content focuses on healthy food and general health issues.

P.S: Listen to her podcast!

Nice fit: Healthy food, Health Products

Profile: https://www.instagram.com/margarida.dgsantos/

Xiela Santos

The Portuguese Angolan transmits a lot of positivity! Recently she started an interview show on IG TV intending to talk about taboo topics.

Nice fit: Fashion, Hair Products

Profile: https://www.instagram.com/xiela__/

Inês Mocho

Inês Mocho is a professional makeup artist with a loyal follower base and an e-commerce shop.

Follow her tips or see her works on Tik Tok or follow on Instagram!

Nice fit: Cosmetics

Profile: https://www.instagram.com/inesmocho.makeup/

Tik Tok

Tik Tok is getting huger in 2021! Here are some profiles to follow.

André Santos | Content: A vet treating animals https://www.tiktok.com/@andresantosvet

@andresantosvet

Easy task ##puppy ##vaccine ##foryoupage ##puppycare

♬ What You Know Bout Love – Pop Smoke

Oficial_Pi | Content: “Tik Tok” and Humour https://www.tiktok.com/@oficial_pi

Rui Carlota | Content: Humour https://www.tiktok.com/@ruicarlota?

Inês Silva | Content: Fashion www.tiktok.com/@irisloveunicorns

Explorerssaurus: Content: “Tik Tok”, Travelling and Humour https://www.tiktok.com/@explorerssaurus

@explorerssaurus

Best Airbnb window view in ##Florence ##windowtotheduomo ##italy ##travel ##travellife ##tiktoktravel ##fyp ##foryou

♬ This City – Sam Fischer

Youtube

Bernardo Almeida

Bernardo does videos about tech with quality, reviews, unboxings and tutorials.

Nice fit: Tech

Nuno Agonia

Nuno and Bernardo produce similar content but with different Brands or angles!

Nice fit: Tech

Mafalda Creative

Mafalda is a phenomenon in the younger audiences with her sketches and song parodies! Her Ariana Grande’s parody has 3 Million views.

Nice fit: Huge brands that appeal to adolescents

Nicole Ariana

Nicole content is quite unique in Portugal! Her youtube channel is about history, missing people stories and an overview of conspiracy theories that are proclaimed.

Nice fit: Books, Board Games, Tv Series, Movies

João Sousa

The Portuguese youngster does a lot of non-sense humour with a very unique editing style.

Nice fit: Different and out of box products for a younger audience

Podcast

Em Banho Maria

A podcast about nutrition with many guests in each podcast. It is educational but light and easy to comprehend!

Listen in: https://podcasts.apple.com/pt/podcast/em-banho-maria/id1463327098

Nice fit: Healthy Products

Terapia de Casal

A couple talks about there problems and tries to resolve their issues humorously.

Listen now: https://soundcloud.com/terapiadecasal

Nice fit: Home Products, Travel Spots

O Fred e a Inês falam de coisas

A podcast where two people talk about a bunch of stuff! Conversation flows in a good space. If you understand Portuguese – Don’t miss an episode in 2021: https://podcasts.apple.com/pt/podcast/o-fred-e-a-in%C3%AAs-falam-de-coisas/id1253193737

Nice fit: Sex Toys, Miscellaneous products

Money Bar

Bárbara Barroso presents a podcast about personal finance! Learn how to save in 2021: https://podcasts.apple.com/pt/podcast/moneybar/id1471044442

Nice fit: Banks

Twitch

Move_Mind

Move_Mind is one of the Portuguese streamers with most viewers and the streams are crazy. Bad karaoke singing duets, non-sense moments and gaming with random humour.

Nice fit: Betting, Gaming

About Primetag: Primetag is a software with tools for hard data-driven marketers who know analytics and audience insights come before personal taste and who work to maximise the new ROI – the Return On Influence.

The post 25 Portuguese Influencers & Content Creators you need to know in 2022 appeared first on Primetag Blog.

In 2021:

• Diversity
• No-edit edit
• Brand Fun Moments
• Data will play a key role in decision making
• Tik Tok and Reels Raise
• Gamers and Streamers
• Long-term Partnerships  

Diversity

People tend to look for who most resembles them; therefore, the scenario will be increasingly diverse, whether racial, gender, sexual orientation, etc.

This also comes from the preferences of the new generations, who are more aware of social issues.

Brands that embrace diversity will need to understand social causes and assimilate in their identity, communication and in the working space.

A good example of diversity as part of the brand identity is the Portuguese soft drink brand Sumol. 

Aimed for millennials the Brand Ads and Social Media promotes diversity with photos of “real people”. Sumol combines the colourful design identity with a colourful feed and empowerment messages. 

Find out the Influencer Marketing Trends for the next year

The post 7 Influence Trends appeared first on Primetag Blog.

‘Coronavirus means isolation. And isolation means social media’

If your work in the marketing field, you probably already know that Covid-19 has led to a significant increase in Digital Media consumption.

People are confined at home, all outdoor advertising and physical selling channels have disappeared. As such, many companies have redistributed their budget and moved it into social media, most of them choosing to partner with content creators.

But, why?

Here are the main reasons why influencer marketing, with prudently-managed messaging and collaborations, can be a decisive factor in what companies will make it through the ‘C’ crisis.

More Time Means More Engagement

Times are tough and social media is more than ever serving as a distraction. Until recently, brands struggled to gain the attention of extremely busy users who, despite their compulsive use of social networks, had little time to analyze and filter thousands of commercial messages.

The availability of time through confinement and the predisposition to seek distractions increases the chances of your target audience interacting with your content on social networks. These interactions can happen either on your own account or through the amplifier of influencer collaborations.

The data speaks for itself. According to a recent study from ‘Obviously‘ there has been:

• A 76% increase in daily accumulated likes on Instagram #ad posts over the last two weeks.
• A 22% increase in Instagram campaign impressions from the last months of 2019 to the first quarter of 2020.
• And a 7% jump in engagement on average on the video content platform TikTok.

This growth is a direct answer to the increase in social media usage, but also of the public’s need to remain connected to other people at this time. Which brings us to the next point.

People Need to Feel Connected, Now More Than Ever

The reason social media platforms like Instagram or TikTok are growing is that they are based on human-to-human content.

In times of uncertainty, maintaining a constant flow of communication contributes to having a sense of normality within the new circumstances. And in digital times, an influencer can fulfill the role of a friend or, at least, (take this with a grain of salt) confinement-companion.

Citizens are adapting to a completely unusual situation, acquiring new routines and accepting the rules that are being established. Along with trusted organizations and close friends, users look to their preferred content creators to help keep them informed and entertained. They are a light-hearted alternative to the bombardment of information and the vast amount of fake news on the net recently.

Influencers that are agile and mindful in adapting their messaging to a community-driven approach, while still being genuine, add unlimited value to their follower base in times like this. Even niche content creators from the most challenged sectors, such as travel and hospitality, keep engaging with their audiences in a meaningful way.

It’s no wonder that not only brands but also public institutions, such as the Spanish Ministry of Health, are reaching out to renowned profiles to convince millennials to stay home and stick to government rules.

At the end of the day, influencers are ordinary people dealing with this unprecedented situation, just as we all are.

People are Sending E-Commerce Sales Through The Roof

Figures make it safe to assume that consumers are shifting to online shopping during isolation. In Italy, currently one of the most affected countries by the pandemic, online sales grew significantly during the first quarter compared to the same period last year.

Check the graph below.

As you can see, the e-commerce sector was largely impacted, particularly during the weekends. As a matter of fact, on March 8th, online sales registered an increase of 90% compared to the same period of the previous year.

It may be too soon to understand whether these consumer behaviors will remain after the crisis, but it is safe to say that influencer marketing, if not the most, is one of the most cost-effective online strategies. In other words: if people are buying online, then you need to advertise online.

The good news about having a full digital buyer journey is that you will actually have it easier to measure your ROI, as the customer journey is trackable. And the same comes with influencer marketing. Evolved tools, such as those provided by Primetag, provide companies with intelligent knowledge not only on their awareness campaigns but also regarding their conversion goals.

Conventional Content Production? You’ll need to go DIY

Or, in this case, IDIT, Influencers Do It Themselves.

As the filming and commercial photo shoots are being shut-down, your brand may be struggling to find alternative content production processes that are both safe and remote-friendly.

Influencer marketing can be a cost-efficient way of outsourcing content production, with all the positive secondary effects that come simultaneously, such as the social media distribution and reach of a segmented loyal audience. Not only influencers are already fully equipped to create quality content from the safety of their homes, but their DIY style has already built a fan base.

Of course, you can still produce your own content as home filming and webinars are still viable, but influencer marketing will take away the distribution piece from your worries cake. Just make sure you pick your content creators wisely.

Your Opportunity to Educate

If any other thing, confinement has become an opportunity for personal growth and knowledge sharing. Influencers – and brands! – are educating their followers in multiple ways. From helping share accurate information about the virus to creating and sharing informative content, brands are becoming an active contributor in helping audiences be cautious while working on new skills.

As an example, some of the initiatives that businesses are taking online include:

• Fitness centers are giving instructions on how to stay fit without leaving your home and doing Instagram directs on how to get in shape in 30 minutes from your living room.
• Some restaurants are giving ideas on how to cook or take advantage of the foods their audiences have at home, to prepare tasty meals.
• Many online businesses are giving advice on how to remote-work properly. From how to set up a lean home office to the key productivity tools that every remote worker needs.

Users Are Craving Binge-Worthy Entertaining Content

‘Now more than ever, brands need to listen to their consumers.’

Forget the ‘be concise, precise and direct’ rule in your social media content. At least for now. The new mantra is ‘entertain, entertain and entertain’. It doesn’t matter how long your next Youtube video or Instagram live will go, as long as you are able to grab your audience’s attention and hold it up. Your audience is craving for it.

These days, Instagram stories can be short and creators are shifting more than ever to the IG live format. Youtubers are being asked to upload longer storytime videos. Podcasters are putting out there one-hour ‘specials’, when they would usually limit their casts to just 20 minutes.

This is your chance to connect with your audience on a deeper level and an opportunity to deal with more complex messaging through long-lasting quality deliverables.

Takeaway

Don’t try to capitalize on this unfortunate situation, but strive to adapt your strategies and messages to the current uncertainty. Influencer marketing, with prudently-managed messaging and collaborations, can be an incredibly powerful tool to comfort your audience during ‘C’ times.

Don’t forget to show your stakeholders and potential clients that you are with them, giving them the support they need when they need it most. They will remember you when difficult times are over.

So bring your ‘A game’ in these extraordinary times, and ‘go hard or go home’ or in this case ‘go hard and stay home’.

The post Why Influencer Marketing is on the Rise in COVID-19 Times appeared first on Primetag Blog.

The novel coronavirus is undoubtedly affecting the economy. But does this mean the end of the world? 

Far from trying to capitalize on the situation that we are going through right now, companies must accept this new reality and adapt their marketing strategies to the new-established consumer behaviors.

With the disappearance of all channels related to live events and conferences, and the ever-growing barriers to physical business, companies’ ability to digitalize their marketing strategy will be the deciding factor to whether they will make it through this time of uncertainty.

We are here to show you the immense opportunities that lie in the online universe, through a curated series of articles.

You may also like: Most Insightful FREE Influencer Marketing Guides, Reports and Studies – Crunched

Covid-19s effect on the Digital Market

First and foremost, let’s understand what is going on in the digital media market. There are many anomalies taking place and it is inevitable to assume that Covid-19 will lead to big economic losses for both big and small companies.

Many advertisers have pulled marketing budgets to save in costs because of the uncertainty, and others are hesitant to advertise alongside coronavirus discussions for fear of associating their brands with a sensitive topic.

As people are confined at home and have limited mobility, outdoor advertising has been hit hard. Think about public transportations ads. If people don’t use shared commuting services, then your company will get fewer eyeballs looking at its commercial messages.

Cutting digital expenses, such as Facebook, Google ads or influencer collaborations, may also sound like a reasonable measure to be taken in favor of the short-term financial-well being of the company. However, making your brand disappear during this difficult period would imply missing out on a major opportunity to reach your target audience, right when your customers and stakeholders need it the most.

Making your brand disappear during this difficult period would imply missing out on a major opportunity to reach your target audience, right when they need it the most

There has been a massive increase in Digital Media consumption. And the term ‘Digital Media’ comes in every form. From Instagram to podcast audio formats, long and short video content platforms, along with instant messaging services or mobile apps.

No wonder why while the stock market is suffering from a major decrease, online-based services, such as streaming platforms, are seeing the paid user’s base grow in a way they would never dream of.

So, what are the online figures Covid-19 has left for now?

We know that people are furiously washing their hands and keeping safety distances, if not forcibly confined at home. But now, let’s try to understand how the crisis is affecting their digital consumption behavior.

Here are some key takeaways on how internet users are behaving online:

• There has been a notorious growth in the use of mobile devices, according to App Annie. Daily time spent on mobiles in China jumped to five hours a day on average from January to February, which means an increase of 30% from the previous year. Italy, with the second-highest concentration of confirmed cases as of March 15th, also had the second-highest increase at 11%.
  
  
• Keywords related to finance, media and basic supplies such as food and healthcare have grown in organic search according to digital marketing guru Neil Patel.

• Facebook has reported a major increase in traffic on WhatsApp and Facebook Messenger,  as well as having more people actively use its feeds and stories on Facebook and Instagram.
  
  In the countries where the virus has spread the most, total messages have increased by more than 50% over the past month. Voice and video calls on Messenger and WhatsApp have more than doubled in those countries.  
  
  In Italy, particularly, the amount of time that users spend on Facebook platforms has increased by 70 percent since the coronavirus was detected in the country. Visits to Instagram and Facebook Live have also doubled in one week, as shared by the company. In addition, messaging increased by more than 50 percent, and time on group calls (calls with three or more participants) grew by more than 1,000 percent over the last month. 
  
  
• Twitter has increased the number of active users by 23 percent. As shared by Reuters, the total active daily monetizable users (mDAU) inside the microblogging platform has boosted to 164 million quarterly.
  
  
• Video sharing platforms are also on a rise. On TikTok, videos using the hashtag #coronavirus are up to 5.5bn total views on the app. In the case of Youtube, the spike of views has been higher than ever such that Google is temporarily defaulting all videos to standard definition for users across the globe. The measure comes as an effort to reduce the difficulties of internet infrastructure

• As more people are staying home and broadcasting more video, streaming platforms like Netflix are a ‘key beneficiary’ of the behavior change in digital media consumption. According to Credit Suisse, Netflix has seen a spike in downloads of its application in regions that have been hard hit by the coronavirus, a trend that could point to increased international demand. Moreover, the platform’s shares have risen 9.2% in 2020, while those of Disney, seemingly the unbeatable entertainment giant, have fallen 40%.
  
  
• Millennials are more present than ever in dating apps. Bumble active users grew 8% during the second week of March in the USA, according to App Annie. In-app calls and video chats recorded a 21% increase in the third week of March alone.
  
  
• Other apps, particularly those gaming-related, have also seen a huge increase in downloads. There are currently no reliable figures regarding Europe or the US markets, but the average number of downloads recorded during the first two weeks of February in China represents an increase of 40% compared to the figures for the whole of 2019.

*Notice that we are talking about an uncommonly fast-moving situation and figures may shift drastically in little to no time.

Takeaway

Times are tough and digital media is more than ever serving as a distraction. The online world, with prudently-managed messaging, can be a decisive factor to help enterprises leave the ‘C’ crisis with a stronger digital game than ever before.

It would be a huge mistake for companies to try and capitalize on the miserable situation that the world is going through at the moment. However, they must accept this new reality and adapt their 2020 marketing strategies to the just-established media consumption habits.

And, if the figures displayed above serve as evidence: never in the history of Social Media has there been such an available, engaged and interactive digital crowd.

The post The effects of Covid-19 on Digital Media consumption 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.

From Kylie Jenner selling her stake in cosmetics to Instagram hiding likes, the events that marked the Influencer Marketing Industry in 2019

As the year is coming to an end, we are here to fill you in on some of the influencer marketing headlines you may have missed. From Kylie Jenner selling her stake in cosmetics to Instagram hiding likes, these are just some of the events that marked the industry.

Which headline do you believe has had the biggest impact on the market in the last 12 months?

Influencer Marketing Industry concerned about platforms estimating Social Media data

Along 2019, stakeholders in the influencer marketing industry have taken over Social media to complain about the digital providers that estimate influencer insights and distribute them on the internet. 

“This lack of transparency affects every player within the influence marketing sector: brands are making wrong decisions based on estimated data, not real facts, and influencers are being evaluated based on information that is not correct”, said Manuel Albuquerque, Co-founder and CEO of Primetag.

The importance of data certification by 3rd parties has come up in conversation now more than ever before in the last months. As Forbes said, “By partnering with agencies that have access to deep-dive influencer data, brands are better suited for optimizing their marketing efforts and driving consistent top-quality customer engagement”.

Instagram started hiding likes 

Instagram first announced that they would start hiding likes in its annual developer conference, in April 2019. The purpose behind this was to reduce pressure and help users focus on the quality of their content as opposed to their performance. It’s important to notice that while the number of likes is not public, the posting user still has access to that information. 

Instagram started testing this in Canada and by mid-July, they extended the trial to Brazil, Australia, New Zealand, Ireland, Italy and Japan. The worldwide test reached the Spanish and Portuguese markets in November, with Iberian brands, agencies and agents reporting they were no longer able to see the number of likes on some influencer’s post. 

With this move, Instagram has made it much harder for digital providers to estimate insights, since only those entities using Instagram-certified platforms will have full access to this key information. Learn more about how this game-changer will affect the influencer marketing industry in “Instagram is Hiding Likes. Don’t Panic!“.

IG rolling out the Brand Collabs Manager

Heading into the last 2 weeks of the new year, Instagram is launching the Brand Collabs Manager: a platform that will allow influencers to find and manage deals as well as automatically share insights with the businesses they work with.

Since the removal of the Like count, this dashboard will undoubtedly be an essential platform for businesses and influencers to work together and share insights and engagement details to measure the effectiveness of the campaigns.

Essentially, this will make IG the biggest influencer marketing agency in the world.

The three biggest game-changers to come out of this:

• Management agencies, the middlemen between businesses and influencers, will be cut out. This will allow influencers to make more money by eliminating agency costs.
• Influencers will now be able to share real insights directly with businesses they work with, subsequently reducing influencer fraud and inflated engagement stats.
• Management agencies will now have to be more creative with their services and strategies, rather than just acting as talent outsourcing agents.

As an influencer, you can join by adding your portfolio detailing your info, interests, and the type of content you produce.

TikTok – and other Chinese Social Networks – taking over the West

As Western social media platforms – such as Facebook and Twitter – struggle to get established in China, Chinese social media companies have stepped up and taken the opportunity to grow beyond borders this year.

The clearest example is the case of TikTok, which has already gathered 500 million active users and has been slowly gaining followers worldwide since it merged with Musical.ly in 2018. As stated by the TIME magazine in May 2019, almost 100 million users have now downloaded the social platform in the United States, and it was the number one non-game download in the U.S. in January.

Kuaishou (or Kwai), with over 700 million users, is also following the path to internationalization, with South America being on top of their priority list. The short-video platform has opened offices in Sao Paulo, Brazil, last November. The first numbers are in, and Kuaishou already features 7 million daily users in Brazil. To learn more about it, check “Kuaishou, the 700 million user social network you never heard of“.

Kylie Jenner selling stake in cosmetics company for $600m

Reality TV star Kylie Jenner launched her brand in 2015. In November 2019, Kylie Cosmetics was estimated to be worth $1.2 billion. Coty, the beauty giant that owns brands such as, Max Factor and Hugo Boss, paid $600 million for a 51% stake in the company.

Coty is betting on Jenner’s 270 million social media followers to attract a younger audience. In fact, her online influence is so powerful that she reduced Snapchat’s stock market value by $1.3bn when she tweeted that she does not use the app anymore.

Analyst Wendy Nicholson highlighted the dependence on Kylie’s image as one of the biggest threats: “The biggest risk to this acquisition, is that Kylie loses interest in the beauty business, or that her social media presence and/or popularity fades”.

VICE’s video on influencers having to pay to grow their social media accounts

VICE’s Sally Burtnick gave herself a month of 2019 to create a new Instagram account and become an influencer. The video, which features testimonies from different influencers and market specialists, reaches a bold conclusion: “You need to have money to grow on Instagram these days. You need money to pay for shoutouts, to get featured in other influencer’s accounts and stories”, as stated by one of the Influencers featured in the video.

With constantly-shifting algorithms and proven evidence in the profitability of social media, many ‘influencers’ are open to investing thousands of dollars a month to grow their following.

For more insight on ‘good, bad and ugly’ ways of growing in social media, check out our October article “Increasing followers on Instagram”.

Social Media is winning the battle for audience reach

As Millenials and Gen Z become the world’s most dominant tech-savvy consumers, these generations have increasingly avoided traditional advertising during 2019 and sought personalized and authentic experiences from brands, such as influencer marketing. To successfully reach and engage with this highly exigent demographic, TikTok, Instagram and Youtube, are the ‘must go’ platforms.

As Carlos Ramalho, Managing Director of Carat Spain, said at The #RealFollowers event in Madrid, “the reach of a publication by one of the most popular Spanish influencers is 1.7 million young people (18 to 24 years old), in 24 hours”. With the purpose of putting things into perspective, it’s worth mentioning that “a television advertising campaign should be on air for two and a half weeks to achieve the same reach in that same age group”. 

Estee Lauder investing 75% of the digital budget on influencers

Last August, global cosmetics company Estée Lauder, which owns up to 30 different brands including Bumble & Bumble, Clinique and Mac, announced that it will be investing 75% of its marketing budget on digital, particularly on social media influencers.

The company has made influencer choices from micro to worldwide celebrities, such as Kendall Jenner and Karlie Kloss who has been the face of the brand since 2018. The beauty company calculated that in 2017 the brand spent $675 million on influencers which they later assured was a complete global success. 

Lush “switching up social” for its UK business

Cosmetic brand Lush decided to stop their social media activity for its UK market in April. The decision highlighted the brand’s particular focus on influencer marketing. “You’ll start to see the rise of Lush personalities online”, said a Lush spokesperson according to INDEPENDENT. 

“Increasingly, social media is making it harder and harder for us to talk to each other directly,” said the brand via Twitter. “We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed”. The brand stated that this decision wasn’t a replacement for the brand channels but an opportunity for their customers to connect one-on-one.

Carolina Herrera questioning influencers role

In November Carolina Herrera made controversial statements during the Latin American Fashion Summit, held in Cartagena de Indias (Colombia): “I don’t understand Influencers, they have no style. They are constantly shifting. They wear whatever they are given. They aren’t fashion’s style. They’re money’s style”, said the fashion designer.

The first influencer to respond was María Pombo, who defended that “We -influencers- have democratized fashion by bringing it to the streets, through our blogs and Instagram accounts. We have brought the catwalks and trends closer to people who didn’t understand nor followed them before”.

Aida Domenech, also known as Dulceida, shared: “When talking about ‘influencers’, people tend to generalize in a way they shouldn’t. In my specific case, if a brand asks me to wear something I don’t like, no matter what brand we are talking about, I won’t wear it”.

Social Influence Reports becoming a reference in the Iberian market

At the beginning of 2019, both Spanish and Portuguese Social Influence Reports were launched as a response to the lack of real data on Influencer Marketing. These reports provided an insight into Instagram’s most popular content and accounts among the national audiences. 

According to the Spanish Social Influence Report, Zara was one the most loved brands by Spanish Influencers on Instagram, followed by Mango and Bershka. Taking into account the location mentions, Paris, London and New York are the most admired international destinations by Spanish Instagramers. The study got coverage on El País, El Mundo and Marie Claire, among other publications.

#RealFollowers events taking over Spain

If we could sum up Primetag’s 2019 in one word it would be ‘Spain’. July and November were the chosen months for the Primetag crew to join the Influencer Marketing industry leaders in Barcelona and Madrid, respectively. #RealFollowers was the chosen name for this series of events, given after the company manifesto.

Hosted by ESADE’s professor Franc Carreras, Dentsu Aegis Network, YouPlanet, Soy Olivia and other Primetag partners addressed the need for urgent professionalization in the Spanish influencer marketing industry.

Carlos Ramalho, Managing Director of Carat Spain and KeyNote Speaker at #RealFollowers Madrid, announced that the expected total investment in Influencer Marketing for 2019 would reach 100M € (three times more than 2018). 

Among the main challenges for 2020, Ramalho mentioned the need for a data-backed tool to better monitor, evaluate, and audit influencers as a way to avoid fraud and overpricing as well as to promote transparency. 

The post Influencer Marketing Industry in 2019: Wrap-up appeared first on Primetag Blog.

Long gone is the time of using a printed foldable map in the glove compartment of the car. Young consumers now pick their next destination and organize their trips based on the images they see on Instagram. They type in #… followed by the destination they potentially want to explore. 

Tourism institutions caught on to the new era of travel and yearn to leak their city, town or village into the right feeds. In the business of delivering dream experiences in an exotic location, the travel industry is quickly learning that social media posts speak louder than paid ads.

As summer 2019 approaches, Primetag presents the most mentioned Spanish cities – by influencers – on Instagram as a guide to help choose your next Spanish destination.

The following ranking of ‘Best Spanish destinations’ is part of the ‘Social Influence Report Spain 2018 by Primetag’ [available for download]. We have analyzed 6.221 Spanish influencer accounts and 1,3 millions of publications. The first general and industry analysis of the most influential Spanish Instagram accounts, their contents, and behavior during 2018.

10º Murcia

3538 mentions. Our final most mentioned Spanish destination goes to the exotic Murcia, Spain. Take in all the wine, culture, seaside, and adventures for the whole weekend, or however long you would like. In the end, you cannot go wrong.

9º Palma de Mallorca

4247 mentions. Oh me, oh Mallorca. Located in the east of Spain, the water is incredibly blue and Instagrammable thanks to the specific algae in the water and seabed. With breathtaking beaches and unimaginable caves, Mallorca is highly loved and highly visited, for obvious reasons.

8º Marbella

4345 mentions. Marbella and luxury have been going hand in hand for many decades, and today is no exception. World-famous tourist destination, this city in Costa del Sol has every luxury the rich and famous may afford. Expect jewelry stores, expensive cars and huge boats when walking around Puerto Banús, the most opulent marina along the Spanish coastlines.

7º Zaragoza

5816 mentions. Sunset over the Ebro River in Zaragoza invites to have a walk along its riverbanks and bridges. Capital of Aragon, autonomous community of northeastern Spain, Zaragoza is also home to the ‘Pilarica’: for a week, the city comes alive with music, parades, flowers, and theatre in honor of the Virgin of Pilar.

6º Ibiza

6028 mentions. Particularly known for its lively nightlife and endless nights, Ibiza offers much more than DJ-led dance floors. You can leave behind the most festive and lively side of the islands to be immersed in the less known, more primitive and genuine natural spots. Welcome to the not-so-hidden Mediterranean gem, where, season after season, luxurious eccentricities meet the hippies.

5º Málaga

7607 mentions. Dreamlike Coastal Town. There are so many reasons to pack up your bags and spontaneously head to Malaga for a weekend (or longer). Coming in as fifth for most mentioned Spanish destinations on Instagram, Malaga is a beloved, quaint Spanish town that is just continuing to grow in popularity.

4º Sevilla

8911 mentions. Flamenco dancing, tapas, toros and everything in between. Sevilla is the fourth most mentioned Spanish city with 8,911 mentions. Whether you travel by train, plane, or car it is one of the hottest Spanish destinations right now that you don’t want to miss out on.

3º Valencia

9982 mentions. Our third most Instagrammed spot in Spain goes to Valencia. Valencia may be the birthplace of Paella, but that isn’t even the largest attraction, so you know the city must be magical. Valencia is a “must-see” this summer.

2º Barcelona

36800 mentions. Mi Amor, Barcelona. Our next most mentioned Spanish destination is Barcelona. Whether you are a frequent visitor or first-timer, there never seems to be enough time spent in Barcelona.

1º Madrid

65345 mentions. From vibrant nightlife to breathtaking sights, Madrid is our most mentioned Spanish destination on Instagram. Influencers such as @maria.abajo recommend soaking in all the incredible architecture and busy streets during your memorable visit.

If you are here for Spanish-related content, you will also enjoy ‘10 Most Mentioned Fashion Brands by Spanish Influencers on Instagram‘

The post 10 Best Spanish destinations on Instagram appeared first on Primetag Blog.

As appearing in the feeds of terrestrial people without dropping their wallet becomes mission impossible, brands delegate their messages to opinion makers

Content creators already come with a trusted network of followers and therefore provide higher-quality exposure than sponsored posts in brand-owned accounts. Instagram influencers grow brand audience, engage followers, and help build a name.

Creating a strong owned media network has never been so close, yet so far. In the effort of giving credit to companies that play it right and understanding influencers preferences, Primetag technology has ranked the 30 most mentioned brands by Spanish influencers on Instagram. Here is the partial list of results, with the 10 best-positioned brands.

Both explicit mentions of official brand accounts and image tags have been taken into account. You can check the full ranking downloading the ‘Social Influence Report Spain 2018 by Primetag’. It’s FREE.

10) Nike

3816 mentions. Just Do It. Just join the Nike movement. Nike, an internationally known brand, creates footwear, apparel, equipment, accessories, and services focused on fitness and health. They are constantly evolving their brand, especially with the help of well-known social media influencers. Nike has a sponsorship deal with FC Barcelona football player and celebrity influencer, Lionel Messi and also utilizes influencer marketing with many others.  

9) El Corte Inglés

4293 mentions. Based in Spain’s capital, Madrid, El Corte Ingles is the largest department store group in Europe and ranked third largest worldwide. It is no surprise that this infamous company is in the top ten most social media mentioned brands by Spanish influencers, such as Spanish singer Aitana Ocana.

8) Primark

4516 mentions. Primark is an Irish fast-fashion retailer with a vast 368 locations as of 2018. Primark is “adored by fashion fans and value seekers alike” (source). This is why the brand is so appealing to the ever-evolving industry of influencer marketing. Ranking eighth in the most mentioned fashion brands by Spanish influencers on Instagram, this brand is obviously loved by all.

7) Gucci

5525 mentions. The year is 1921. Guccio Gucci has not realized it yet, but he just founded one of the most powerful and revolutionary  brands in the fashion business. Gucci is an Italian luxury brand of fashion and leather goods. Fast approaching its centennial, Gucci is still a very prevalent and prestigious brand promoted by influencers all around the globe.

6) Pull&Bear

6207 mentions. Based in Naron, Galicia, Pull&Bear is a Spanish clothing and accessory retailer that grabs the eye of some of the top Spanish influencers. With close to 1,000 locations and now an online store, Pull&Bear is reachable across coast to coast, thank goodness.  

5) H&M

6867 mentions. From creating eye-catching fashion to using their platform to address social topics, H&M is an infamous fashion brand. H&M is a Swedish clothing-retail company known to operate in 62 countries with over 4,500 stores. It is no shock H&M is well loved by customers and by Spain’s beloved influencers.

4) Stradivarius

7316 mentions. Influencers from across the globe gather to relish in their love for Stradivarius. Founded in Instagram’s second most instagrammed Spanish city, Barcelona, Stradivarius is an international women and men fashion brand. The brand has quickly grown into a fashion empire and worn by Spanish influencers during every season.

3) Bershka

7883 mentions. Ranking third in most mentioned brands by Spanish influencers is our beloved Bershka. Bershka “presents itself as a reference point for fashion targeting this increasingly demanding public” (source). Bershka targets young adventurous people and proves this to be true with their increasing number of creative influencer reach.

2) Mango

8372 mentions. Alexa, Where is the closest Mango near me? Lucky for us, there are around 850 Mango Stores in 81 different countries. Based in Barcelona, Mango designs clothing and accessories for both women and men at an affordable price. No wonder it is so widely adored.

1) Zara

29934 mentions. To shop at Zara, or to shop at Zara. Reaching close to 30,000 mentions by Spanish influencers alone, it is clear that Zara is a fashion powerhouse. Known as a fast-fashion staple founded in Spain, influencers love to represent Zara in their #ootd looks. Don’t believe us?  Take Gala Gonzalez’s word for it. Spain’s beloved designer, blogger and DJ, loves to rock a Zara piece in many of her outfits with features on her blog, Amlul. Now, time to go scavenge through all the racks at Zara for the greatest summer looks.

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