3 Influencer Collaborations that Work & Why: September 2021 I Traackr

Each month we examine essentially the most attention-grabbing and profitable influencer collaborations. On this version, we analyze the similarities and variations amongst skincare manufacturers in three important categories- luxurious, status and reasonably priced*.

• Manufacturers featured: SK-II, Murad, Neutrogena 
• Key learnings: Throughout the board, profitable manufacturers prioritize value-based storytelling and values-based partnerships.  What makes the distinction is the inventive use of social commerce. 

For extra in-depth magnificence traits and influencer marketing campaign breakdowns, subscribe to our month-to-month Magnificence E-newsletter. 

SK-II

Greatest influencer collab: Amy Chang (@bondenavant)

• High quality Content material 
• Worth-Based mostly Storytelling
• Tapped into Developments

What makes it work?

• Broadcasting the story: The posh skincare model, SK-II, partnered with creator, Amy Chang, to inform her pores and skin transformation story with their iconic Pietra Essense product. Transformational critiques are a improbable manner for followers to see the outcomes of the product and the real pleasure of a creator utilizing the product. Amy took this mannequin and tailored it to the assorted channels of her social media presence. She produced TikToks, IG TVs, and an in-depth Q&A session throughout her Tales. This reveals the worth in a creators capacity to grasp their viewers and produce content material that’s participating on all platforms. It comes as no shock that she’s been nominated as Skincare Influencer of the 12 months on the 2021 American Influencer Awards. 
• In with the instances: Moreover, Amy was a terrific accomplice as a result of she utilized certainly one of TikTok’s newest traits: ASMR or autonomous sensory meridian response. The sweetness pattern has seen a 322% improve in engagements evaluating September 2019 – August 2020 vs September 2020 – August 2021. The creator makes use of mild on a regular basis sounds (whispering, ingesting, utilizing the product) to clarify the recipe for glowing pores and skin – ingesting water and utilizing SK-II’s Pietra Essence. What a singular option to focus a video on a product function, whereas additionally making it enjoyable and inventive!

Murad

Greatest influencer collab: Tess Daly (@tess.daly)

• Impactful Content material 
• Worth-Based mostly Storytelling
• Nice Social Listening

What makes it work?

• Murad to the rescue: Tess Daly, a U.Okay. trend and wonder creator, is a long-time person of Murad’s Oil and Pore Management Mattifier. In almost each submit, she options the celebrated skincare model as essential product in her make-up routine. Tess defined to her viewers in a Tales Q&A session that she makes use of the “Mattifier daily as a result of it’s the one factor that controls my oil in any respect!” As nice social listening is now a cornerstone of any profitable influencer advertising technique, Murad restocked the creator’s skincare provide, constructing a deeper relationship with their long-time fan. 

Neutrogena 

Greatest influencer collab: Laura Beverlin (@laurabeverlin)

• High quality Content material 
• Worth-Based mostly Storytelling
• Using hyperlinks

What makes it work? 

• Life Hack + Problem = Recipe for fulfillment: On this featured collaboration, Laura partnered with Neutrogena to showcase a magnificence life hack: double cleaning. The featured video reveals how utilizing the model’s reasonably priced cleanser and make-up wipes ensures 30% extra make-up can be eliminated. The compelling and academic video is coupled with a problem that holds a robust name to motion – inviting followers to hitch the #Dirty30challenge and check out the hack out themselves. It’s a one-two punch for delivering excessive worth to shoppers. 
• Influencers as the brand new storefronts: Instagram might need retired the “swipe as much as store” function, however it has been changed with procuring stickers, arguably a neater procuring motion. Creators, like Laura, are taking full benefit of those capabilities by mentioning affiliate codes and bitly hyperlinks inside the featured submit and on Tales. Through the use of influencers who’re skilled in social commerce, Neutrogena is taking full benefit of the ability influencers and ecommerce possess.

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*Classes are decided by the common value vary of merchandise: Luxurious >$100, Status $100-$30, Reasonably priced <$30