How Ole Henriksen Finds Influencers for Product Seeding Campaigns I Traackr

Ole Henriksen is the o.g. “glow” skincare model, that was based in 1984 by the primary superstar facialist (and the model’s namesake). In December 2021, the model launched its Energy Coach Peptide Increase Moisturizer, which rapidly grew to become a fan favourite at Sephora and a greatest vendor on the model’s DTC (direct-to-consumer) web site. To maintain this momentum going and attain new target market’s, Ole Henriksen set its sights on a product seeding marketing campaign.

Within the article under, Eden Moscone, Influencer Lead Supervisor at Ole Henriksen discusses how the model sourced new companions on YouTube with the intention to create a profitable influencer gifting marketing campaign.

Narrowed Product Seeding Marketing campaign Technique with Platform Focus

“This product seeding marketing campaign was a bit distinctive, in that we embraced a ‘much less is extra’ mentality. As an alternative of sending product out to any influencer that is likely to be a match, we determined to focus our efforts on YouTube. We felt assured selecting this platform as a result of we knew that YouTube content material each performs nicely for our model, and is usually utilized by shoppers as a ‘search engine’ for brand spanking new merchandise.” — Eden Moscone, Influencer Lead Supervisor at Ole Henriksen

Oftentimes product seeding campaigns will be unwieldy. Many manufacturers go for the “extra is extra” strategy, constructing big influencer lists and sending out giant batches of product. The draw back of this technique? Product seeding campaigns can result in giant quantities of waste (unused product, extra packaging, and so forth) and types could not get essentially the most out of their efforts.

This is the reason it’s higher to your influencer gifting campaigns to have a excessive stage of focus. In Ole Henriksen’s case, this focus got here from its analysis of social platform efficiency. The group determined to focus its product seeding marketing campaign on YouTube as a result of it knew that content material carried out nicely for the model there, and it found that YouTube is usually used as a “search engine” for merchandise. That is maybe one of the vital troublesome issues about influencer advertising to get proper: utilizing efficiency and trade insights to construct a technique that’s tailor-made to your targets. 

Tip: Shoppers use totally different platforms for various causes. In a latest report, Traackr discovered that surveyed shoppers within the UK rank YouTube as their prime platform for product analysis, however flip to Instagram once they wish to buy. 

Used Traackr to Discover New Companions

“This YouTube product seeding marketing campaign really had each an natural and paid aspect to it. We included earlier companions within the paid portion of the marketing campaign, however for the natural aspect we used Traackr to seek out new influencers with sturdy presences on YouTube.” — Eden Moscone, Influencer Lead Supervisor at Ole Henriksen

Like most issues in influencer advertising, this marketing campaign was multi-faceted. In an effort to generate essentially the most buzz, Eden and her group determined to incorporate some sponsored posts alongside its natural influencer gifting. For the paid aspect, Eden and her group reached out to present influencer companions. For the natural gifting aspect, the group utilized Traackr to discover and vet new companions. Extra particularly the group used Traackr Studios, a function that’s particularly designed for influencer gifting campaigns and inbound recruiting. The method seemed one thing like this:

• Recognized potential companions with detailed search parameters: Utilizing Traackr’s influencer discovery device, Eden and her group had been in a position to look particularly for YouTube creators which are between micro and mega tier, keen on magnificence, skincare, and life-style, and have millennial audiences. 
• Setup a marketing campaign web page with Traackr Model Studios: As a technique to streamline their outreach and onboarding course of, the group created a branded touchdown web page that outlined the main points of the gifting marketing campaign.
• Despatched marketing campaign web page to focus on record of influencers: As soon as they’d their goal record of influencers, they despatched out their marketing campaign web page. This web page additionally allowed influencers to “choose in” to the marketing campaign, thereby confirming they needed to obtain the Energy Coach Peptide Increase Moisturizer. It additionally requested of us to acknowledge they might be prepared to put up concerning the product on their channels (in the event that they appreciated it).

Prioritized clear influencer communication 

“Time is a treasured factor for each entrepreneurs and creators. There’s nothing extra irritating than discovering {that a} partnership received’t work out due to a easy misunderstanding or misalignment. This is the reason it’s so essential to be direct and clear from the get-go. What’s your aim? What can they anticipate from the partnership? Is it a paid opp or a gifted partnership?” — Eden Moscone, Influencer Lead Supervisor at Ole Henriksen

Lack of readability round fee or marketing campaign particulars is a key frustration for creators. This is the reason Eden and her group prioritize clear communication with the intention to construct belief with their companions.

For this marketing campaign particularly, they used Traackr to make sure that outreach messages had been clear and constant to all potential companions. With Traackr’s Model Studio, they had been in a position to:

• Ship a branded marketing campaign touchdown web page to all potential companions. This highlighted that it was a product seeding marketing campaign, and gave different particulars just like the product sort, timing, and anticipated deliverables.
• Get influencers to “opt-in”, or conform to the marketing campaign. People took a brief survey that requested them in the event that they needed to obtain product, and in the event that they had been open to posting on their channels in the event that they appreciated it. 
• Acquire influencer data. Influencers that opted-in had been then requested to share transport data — this minimize down on the quantity of messages that wanted to be despatched backwards and forwards. 

Ole Henriksen’s Gifting Marketing campaign Final result

With Traackr, Ole Henriksen was in a position to:

• Sourced 1,000 new YouTube creators, with a excessive response fee. With the assistance of Traackr Studio’s the group sourced 1K new YouTube influencers, and acquired a 24% response fee to their outreach (fairly excessive!). Not solely had been these of us excited to obtain the Energy Coach Peptide Increase Moisturizer, they posted about it! 
• Improved creator communication. Suggestions from influencers on this marketing campaign was vastly optimistic, with many saying they appreciated the method. Communication and expectations had been clear, with no surprises. 
• Recognized key companions for long-term relationships. The sourcing of those new companions was so profitable that there are even micro influencers which have signed on to assist create content material for Ole Henriksen’s personal YouTube channel.

If you wish to keep updated on the work that the Ole Henriksen group is doing, observe them on Instagram at @olehenriksen! If you happen to’re curious to study extra about influencer advertising greatest practices from different trade specialists, subscribe to our e-newsletter.