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

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

• 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. 

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SK-II

Greatest influencer collab: Amy Chang (@bondenavant)

• High quality Content material 
• Worth-Primarily based Storytelling
• Tapped into Traits

What makes it work?

• Broadcasting the story: The luxurious skincare model, SK-II, partnered with creator, Amy Chang, to inform her pores and skin transformation story with their iconic Pietra Essense product. Transformational evaluations are a incredible means 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 exhibits the worth in a creators capacity to know 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 Yr on the 2021 American Influencer Awards. 
• In with the occasions: Moreover, Amy was a terrific accomplice as a result of she utilized considered one of TikTok’s newest developments: ASMR or autonomous sensory meridian response. The wonder 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, consuming, utilizing the product) to clarify the recipe for glowing pores and skin – consuming water and utilizing SK-II’s Pietra Essence. What a novel technique to focus a video on a product function, whereas additionally making it enjoyable and artistic!

Murad

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

• Impactful Content material 
• Worth-Primarily based Storytelling
• Nice Social Listening

What makes it work?

• Murad to the rescue: Tess Daly, a U.Ok. style and sweetness creator, is a long-time consumer of Murad’s Oil and Pore Management Mattifier. In practically each publish, she options the celebrated skincare model as vital product in her make-up routine. Tess defined to her viewers in a Tales Q&A session that she makes use of the “Mattifier day by day 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-Primarily based 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 exhibits how utilizing the model’s inexpensive cleanser and make-up wipes ensures 30% extra make-up might be eliminated. The compelling and academic video is coupled with a problem that holds a powerful 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 customers. 
• Influencers as the brand new storefronts: Instagram may need retired the “swipe as much as store” function, but it surely has been changed with purchasing stickers, arguably a better purchasing motion. Creators, like Laura, are taking full benefit of those capabilities by mentioning affiliate codes and bitly hyperlinks inside the featured publish 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 typical worth vary of merchandise: Luxurious >$100, Status $100-$30, Inexpensive <$30