Valmont Cosmetics is a protracted standing skincare model that’s constructed on a basis of experience, particularly in Swiss mobile cosmetics. The model is understood for providing top quality, excessive finish, and efficient anti-aging merchandise.
Whereas the model was based over 35 years in the past and has constructed up a loyal shopper following, it not too long ago determined to put money into influencer advertising and marketing with a purpose to broaden its attain. On condition that the model spans many various giant markets, together with North America, Europe, and Asia, it introduced on Traackr to assist its groups arrange, handle, and optimize its influencer advertising and marketing packages. Previously yr, Valmont Cosmetics has utilized a wide range of influencer advertising and marketing methods however has been significantly centered on bettering its influencer product seeding campaigns.
Within the article beneath, Corina Stan Eriksson, social media and influencer advertising and marketing supervisor at Valmont Cosmetics shares how the model has utilized Traackr’s influencer advertising and marketing platform to enhance its influencer product seeding campaigns.
3 Methods Traackr Helps Valmont Cosmetics Run Environment friendly Influencer Product Seeding Campaigns
Influencer Discovery and Vetting
“Discovering high influencers was once a harder course of — our groups would spend a number of time looking straight on every social platform, digging for information, and aligning on which influencers to pursue. Traackr’s influencer advertising and marketing platform helps us rapidly discover the appropriate companions by offering us with efficiency metrics, viewers demographics, and content material key phrase search capabilities.” — Corina Stan Eriksson, Social Media and Influencer Advertising Supervisor at Valmont Cosmetics
Discovering high influencers remains to be a problem for a lot of manufacturers. Actually, 81% of entrepreneurs reported that discovering the appropriate influencers is among the most important obstacles to constructing a profitable influencer program.
For this reason Valmont Cosmetics determined to make use of Traackr’s influencer advertising and marketing platform to search out and vet potential influencer companions. The model centered its search on two classes of influencers:
- An aesthetic class, that focuses on companions whose content material aligns with the model’s particular picture and tone. This normally consists of way of life and sweetness influencers, UGC creators, and entrepreneurs.
- An academic class, that focuses on companions whose content material gives schooling and experience within the magnificence trade. This normally consists of professionals corresponding to skinfluencers, facialists, make-up artists, and esthetician medical doctors.
Utilizing Traackr’s influencer advertising and marketing platform, the Valmont Cosmetics staff was capable of finding influencers inside these classes by:
- Looking out by means of previous influencer content material for related rivals, matters and hashtags
- Refining their search with influencer standards corresponding to job title, gender, location, language, platform, follower depend, and engagement fee
- Filtering their search with viewers demographics corresponding to age, gender, language, ethnicity, location, pursuits, and model affinity
Not solely did this course of make the staff’s search more practical, it in the end saved them time! (For those who’ve ever needed to seek for influencer companions straight on a social media platform, then you recognize simply how irritating and time-consuming this may be).
Influencer Outreach and Relationship Administration
“On condition that our model produces luxurious merchandise with distinctive substances and patented applied sciences, we select to not have interaction in mass influencer product seeding campaigns. As an alternative, we handpick every potential associate and solely attain out to those that we really feel assured can be a great match for our model and have excessive potential to actually love our merchandise.” — Corina Stan Eriksson, Social Media and Influencer Advertising Supervisor at Valmont Cosmetics
It’s no secret that influencer product seeding — if not performed rigorously — can result in a number of time and product waste. Actually, Traackr’s current State of Influencer Product Seeding report discovered that 65% of entrepreneurs responded that their model will ship product to an influencer, even when they didn’t put up after receiving a present.
For this reason refined manufacturers like Valmont Cosmetics method influencer product seeding in another way. As an alternative of aiming for quantity (or sending out to the most important record of influencers attainable), the staff makes use of Traackr to pick sure influencers and create customized emails, UTMs, and briefs.
As soon as the Valmont Cosmetics staff established its small, focused record of influencers, they then use Traackr to:
- Phase influencers by customized teams (keep in mind these two classes we talked about above?). This not solely helps them perceive which influencers have been earmarked for which classes, it additionally helps them perceive how the classes carried out in opposition to one another.
- Handle relationships and outline workflows. Determining who owns what on a undertaking will be messy, particularly with a busy staff. With Traackr, the Valmont Cosmetics staff was in a position to assign relationship possession to people, use relationship levels to align their groups on the progress of every influencer, outline engagement workflows, and assign evaluation statuses to obviously talk who’s aligned and who’s not.
- Streamline communication and collaboration. Traackr enabled the Valmont Cosmetics staff to create templated, customizable emails for his or her influencers, simply talk targets and expectations for the marketing campaign, and handle inside duties (like who’s answerable for sending out merchandise to influencers).
Beforehand, all of his work had been performed by means of a sequence of instruments (spreadsheets, paperwork, and emails and DMs unfold out throughout completely different platforms). Whereas this isn’t unusual within the influencer advertising and marketing house — a current survey discovered that 56% of entrepreneurs nonetheless use spreadsheets to handle their influencer product seeding campaigns — it may possibly find yourself being extremely exhausting to handle!
Professional tip: Reduce the forwards and backwards by letting your creators choose their most well-liked merchandise! With Traackr’s Shopify Integration, you’ll be able to seamlessly combine and automate product success together with your influencer advertising and marketing workflow.
Influencer Product Seeding Marketing campaign Reporting
“The Model Buzz characteristic in Traackr has been significantly great for our staff. It permits us to see all content material produced by all of our influencers throughout campaigns. Earlier than, we used to manually search for and save mentions on our telephones… now we are able to see all the things in a single place.” — Corina Stan Eriksson, Social Media and Influencer Advertising Supervisor at Valmont Cosmetics
One of the tough issues about influencer product seeding campaigns is monitoring success. On condition that there isn’t a assure that an influencer will put up, it’s typically a busy scramble to search out and log influencer mentions as they arrive in.
For this reason Corina and her staff cherished utilizing Traackr’s Model Buzz characteristic, which mechanically pulls in influencer content material and mentions from campaigns. Along with automating influencer content material gathering, and storing them in a centralized place, Traackr additionally offered Corina and her staff with related information for his or her marketing campaign reporting. Particularly for influencer product seeding campaigns, the staff pulls statistics like:
- Variety of energetic influencers
- Variety of mentions
- Examples of greatest performing content material
- Benchmarks in opposition to aggressive manufacturers
Professional tip: Need a shortcut for pulling collectively your report on your subsequent influencer advertising and marketing marketing campaign? Right here’s a free template.
What’s Subsequent for Valmont Cosmetics?
The staff has seen good outcomes to date, so it’s persevering with to ramp up its influencer product seeding and sponsored content material campaigns. The subsequent problem that the staff is planning to sort out — they need to launch influencer affiliate packages!
If you wish to keep updated on the unimaginable work that Corina and her staff are doing at Valmont Cosmetics, observe the model on Instagram @valmontcosmetics.
