Manucurist is a Parisian nail model that has turn into a client and influencer favourite for its innovation, sustainability, and health-focused mission. It’s recognized greatest for its Inexperienced Flash innovation, the world’s first LED nail polish that could be a inexperienced, plant-based various to conventional gel.
Whereas the model was based in 1996, it has solely lately began to intentionally develop its attain past Europe. In Might 2021, it began its official enlargement into the USA and in December of 2022, launched its US influencer advertising and marketing program with Traackr. Within the article beneath, Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist shares how the model has constructed its influencer advertising and marketing program within the US.
Manucurist on Breaking into the US Market with Influencer Advertising and marketing
How Manucurist outlined its US influencer advertising and marketing technique
“After I first got here to the US market, I rapidly realized that the influencer advertising and marketing methods we had been utilizing in Europe wouldn’t give us the identical efficiency. The US market is so totally different from the European market! I knew that we would want to rethink the sorts of content material and influencers that we had been partnering with to really seize US customers’ consideration.” — Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist
The very first thing that Asma and her workforce did was conduct analysis to verify her principle that the US market would want a unique influencer advertising and marketing technique. This analysis concerned attending webinars, studying articles on-line, and utilizing Traackr to guage what content material varieties, influencer profiles, and platforms had been working greatest for opponents within the US market. A few of their findings included:
Content material. A key distinction that Asma and her workforce had discovered between US and European customers is that European customers reply effectively to bougie, stylish, and shiny content material. Alternatively, US customers appeared to interact extra with informative content material that focuses on product efficacy and substances, which resonates with the model’s present positioning technique, as they’re nonetheless within the model consciousness section for the US market. And, after conducting a Sentiment Evaluation, the workforce was capable of study extra about US customers’ notion of their merchandise — particularly noting that they responded effectively to content material highlighting Manucurist’s superb colours.
Marketing campaign kind. Asma and her workforce knew that they wished to deal with constructing model consciousness by gifting campaigns — after which ultimately develop out to sponsored content material, and ambassador/affiliate campaigns.
Influencer kind. Based mostly on their aggressive analysis and deep dive into actual Manucurist buyer’ notion, the workforce began defining the kind of influencer they wished to associate with. They wished somebody who:
- Would seize consideration with enjoyable, instructional, or distinctive content material
- Have the ability to spotlight Manucurist’s big selection of merchandise and colours, and present actual love for the model
- May showcase the big range of angles that make Manucurist engaging to several types of audiences
How Manucurist used Traackr’s influencer advertising and marketing platform to raise its program
“I begin on daily basis with the Model Buzz function, the place Traackr pulls in all of the natural and paid influencer mentions of your model. Seeing all content material that influencers submit about Manucurist fills me with optimistic vitality and makes me really feel prepared and excited to put on all of the hats that I’ve to put on for the day.” — Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist
Other than utilizing the Model Buzz function to encourage and preserve a finger on the heartbeat of influencer content material, Asma and her workforce used Traackr’s influencer advertising and marketing platform to:
Discover and vet influencers
Realizing which content material varieties US customers discover partaking helped Asma and her workforce slim their seek for influencer companions. Utilizing Traackr, they had been capable of finding influencers that created the correct of content material by conducting key phrase searches. For instance, they might search influencers’ previous content material for phrases associated to nail colours, nail artwork training, and their very own model identify. As soon as that they had an inventory of influencers who produced related content material, they then used Traackr to double examine that that they had audiences situated within the US, and excessive content material efficiency (engagement charge, video views, and many others).
Handle paid and natural campaigns
After discovering and vetting each influencer for each their paid and natural campaigns, Asma and her workforce had been capable of seamlessly handle communications, divide up duties, and preserve observe of timelines in Traackr’s platform, saving them helpful time.
Report on program and marketing campaign efficiency
“One of many issues that I really like most about Traackr, is that it offers you the flexibility to dig down additional into the information. If I’ve just a little to know time to organize for a gathering, I really feel assured that I can go into Traackr and pull out the information I would like to indicate the worth and affect of what we’re doing.” — Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist
Asma and her workforce are very performance-driven, and are all the time on the lookout for methods to optimize their methods based mostly on information. To do that, they used Traackr to repeatedly examine in on their marketing campaign and program efficiency. Among the information that was obtainable to them from Traackr embrace:
- Content material monitoring — Traackr routinely pulls in posts containing the model’s high key phrases and hashtags (model identify, merchandise, opponents, pursuits, and many others). This allowed the workforce to maintain observe of all marketing campaign content material in a single place and observe their marketing campaign’s deliverables.
- Marketing campaign measurement — Traackr permits groups to trace desired outcomes like consciousness and engagements, KPIs like # of mentions, # of engagements, estimated impressions, # of engagements, and extra. It additionally permits groups to drill down into the content material, platforms, and creators that supplied essentially the most affect.
Conduct aggressive analysis
Final, however definitely not least, Asma and her workforce use Traackr to benchmark their efficiency towards their opponents.
“Traackr is the most effective influencer advertising and marketing platform that we’ve used up to now. It’s a whole instrument that lets you automate your work and align your workforce, whereas additionally providing you the most important influencer database obtainable. Its benchmarking function with the Model Vitality Rating (VIT) was additionally game-changing for us. We primarily use VIT to guage the efficacy of our influencer advertising and marketing packages specializing in how we measure up by way of content material, platforms, and influencer companions.” — Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist
For these which can be unfamiliar with the Model Vitality Rating (VIT), Traackr developed this complete efficiency metric so manufacturers can measure their share of voice throughout social channels. Particularly, VIT measures the visibility, affect and belief of influencer content material mentioning your model. Manufacturers like Manucurist have discovered VIT to be vital metric for evaluating influencer advertising and marketing program success as a result of it’s:
- Complete. VIT is one complete metric to measure general viewers consideration, and is the one metric that rolls up all publicly obtainable efficiency information in a significant means.
- Comparable. VIT permits entrepreneurs to rank their very own model efficiency towards opponents utilizing one general metric, slightly than in a number of separate KPIs (ex. video views and engagements).
- Unpackable. VIT offers a framework for understanding the elements of an efficient influencer technique. Manufacturers like Manucurist use the metric as a method to dive into their very own previous efficiency to see what labored, search for areas they’ll enhance on, and create in-depth examinations of opponents’ methods.
- Actionable. VIT offers a benchmark for central intelligence and actionable insights. Groups can set targets for bettering on previous efficiency or inching out opponents by analyzing an space of their influencer technique that may very well be improved.
Be taught extra about VIT.
Manucurist’s US influencer advertising and marketing outcomes up to now
In November of 2022, Asma and her workforce launched their first paid influencer collaboration within the US! Utilizing Traackr, they discovered an excellent influencer to be their first sponsored associate. That campaigned earned:
- 344K video views
- 2.88% engagement charge
- 76.6 in VIT
This sponsored marketing campaign was so profitable that Asma and her workforce ultimately expanded the marketing campaign to Meta adverts, the place the content material additionally carried out effectively.
Manucurist’s gifting marketing campaign efficiency has additionally been fairly robust! Since January 2023, the model’s natural marketing campaign has earned:
- ~200 particular person influencer mentions
- A 3.66% common engagement charge
- 1.11K in VIT
If you wish to keep updated on the superb work that Asma and her workforce are doing at Manucurist, comply with the model on Instagram or TikTok at @manucurist!
