4 Influencer Collaborations that Work & Why: October 2021 I Traackr

On this breakdown of influencer collaborations, we give attention to hair care manufacturers and analyze why these fascinating and profitable collaborations work. 

• Manufacturers featured: GHD, Redken, Aveda, and Head & Shoulders.
• Key learnings: Transient on the worth of a product not its attributes, construct belief by bringing creators into your model, and don’t neglect the worth in creating sturdy model advocates. 

For extra in-depth magnificence developments and influencer marketing campaign breakdowns, subscribe to our month-to-month Magnificence Publication. 

GHD

Greatest influencer collab: Chlöe Swift (@chloeswiftstylist)

• Academic Content material 
• Lengthy Time period Partnership 
• Elevating Model Advocates

What makes it work?

• Spend money on advocates and educators: Entrepreneurs have lengthy coveted VIP influencers for his or her giant audiences (5M+), assuming that they will obtain greater than lesser-known influencers. Information backs this up — we regularly see VIP influencers contribute extra to a model’s VIT rating resulting from their excessive visibility (attain) and influence (engagement). Nonetheless, it’s not all the time potential to leverage VIP creators when contemplating funds or oversaturation of gives. GHD solved this problem by turning micro and mid-tier influencers into model advocates and educators. Chlöe Swift is an ideal instance of a creator who’s offering nice worth to GHD’s influencer packages. Though thought of a micro to mid-tier influencer, Chlöe supplies a robust loyalty rating as a result of she makes use of her Instagram and TikTok to advertise her being a GHD hair educator – creating tutorial hair content material whereas utilizing solely GHD merchandise. 

“It’s in regards to the repetition. When followers see your model a number of instances, it exhibits a real connection reasonably than a transactional ‘pay to play’ program.” Firdaous El Honsali, senior director of worldwide communications, objective and sustainability at Dove.

• Professional Tip: Discover influencers who create distinctive content material for every platform. Attempt to keep away from influencers who “parachute,” or share the identical content material, throughout their Instagram and TikTok pages. A terrific instance of that is Amy Chang in her collaboration with SK-II. 

Redken

Greatest influencer collab: Daniella Perkins (@daniellaperkins)

• Social Proof
• Worth-Based mostly Storytelling

What makes it work?

• Concentrating on the bond: Briefing creators is a fragile artwork. In case you’re too particular in your temporary, you might stifle the influencer’s creativity and voice. In case you’re too imprecise, there could be a miscommunication about expectations or objectives. To search out the precise steadiness, it is necessary to keep away from giving particular inventive route and as an alternative give your accomplice speaking factors – what’s the product and its advantages, and why ought to the shopper care? Redken’s partnership with Daniella is an ideal instance of this technique in play. In Daniella’s TikTok video, we see her share why she makes use of Redken’s acidic bonding focus merchandise, how easy the 3-step hair care routine is, and the outcomes – multi functional minute. The clear messaging and social proof clearly resonated along with her viewers as she earned a 26.8% engagement fee for the TikTok video and garnered 6.06K VIT for the model. 
• Stroll the discuss: We additionally love this collaboration as a result of it’s a part of Redken’s push to achieve extra numerous audiences. The model claims that its acidic bonding focus merchandise work for all hair sorts. To show that, they partnered with creators with all completely different hair sorts together with Daniella, Aisha and Azara (@miantwins), and Bethony Fosbery (@bethanyfosbery). Spend money on creators who can present that credibility to these sorts of claims. 

Professional Tip: On this info age and advertising to digitally native shoppers, it’s essential present the worth of the product (the anticipated outcomes or advantages) first versus the product attributes or substances. Gen Z is sensible and digitally savvy. Get them with an ideal story, they usually’ll do the analysis!   

Aveda

Greatest influencer collab: Ava J Lee (@glowwithava)*

• Academic Content material 
• Translating Traits

What makes it work? 

• Extending the ability of skinfluence: Lately, there’s been lots of content material speaking in regards to the notion of “skincare to your scalp”. The information checks out with engagements mentioning scalp care rising 38% and video views growing by 123%**. Creator Ava J Lee is a skinfluencer who has gained traction for popularizing #JELLOSKIN. In her collaboration with Aveda, she highlights her scalp care journey and why she is specializing in her scalp well being. Skinfluencers have been identified for his or her value-based storytelling and it’s thrilling to see their academic content material translate into the hair care house.   

*Perception: In line with the info, Ava could be a rising magnificence influencer! Our analysis exhibits that her viewers measurement elevated by 9%, and her engagements have additionally gone up by practically 4% since August. It seems that manufacturers are taking discover – she’s performed lots of nice partnerships, together with one with Chanel Magnificence that we highlighted in our July collabs publish.

Head & Shoulders

Greatest influencer collab: Alexia Del Valle (@lexdelvalle)

• High quality Content material 
• Nice TikTok Activation

What makes it work? 

• Treating the roots with new model: Head & Shoulders could be identified for its dandruff-fighting hair care merchandise, but it surely’s bringing a recent model to its influencer collaborations. In selling it’s new supreme version, Head & Shoulders partnered with Alexia Del Valle on one among her POV movies of enjoyable, single aunt and introduced an genuine perspective to the new scalp scrub. Head & Shoulders has been considered a product for older, much less savvy people. By partnering with Alexia, Head & Shoulders now looks like a product for those who are enjoyable, younger, and easily wish to handle a standard scalp difficulty. Hold the creator’s who can spotlight your merchandise and never make them look like an advert. This single video earned a 32.5% engagement fee and over 420K engagements!

Thanks for tuning on this month! Don’t neglect to subscribe to our e-newsletter to get the newest insights and developments in magnificence and influencer advertising.  

**Information analyzed was pulled from a pattern of 42,605 influencers positioned in the US, Canada and Europe, and development percentages examine October 2019-September 2020 vs October 2020 – September 2021 with a view to get a year-to-date comparability.