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

Study From These 4 Influencer Collaborations

This month we’re breaking down the highest UK influencer collaborations within the following classes: Prime Performers, Most Talked about, and Greatest Put up Effectivity. 

• Manufacturers featured: Mehron, Charlotte Tilbury, MAC, and EOS
• Key learnings: Create well timed activations, faucet into the facility of mid-tier influencers, and prioritize model affinity in your influencer advertising and marketing technique.  

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

Mehron

Greatest influencer collab: Dominique Allison (@dominiqueallisonx)

• Prime Performing Model: VIT* Measures Model Efficiency in Influencer Content material
• Nice Engagement Fee 
• High quality Content material 
• Well timed Activations

What makes it work?

• Hooked on the Halloween look: Mehron might need shot to the highest of the charts due to Prime-Tier creator, Tiffany Hunt, who earned the model 7.93K in VIT throughout October. Nonetheless, we had been extra within the magnificence model’s collaboration with mid-tier influencer Dominique Allison. Why? As a result of regardless of having a considerably smaller viewers, she nonetheless managed to be one of many prime three VIT contributors for the model in October. The gifted make-up artist showcased Mehron’s make-up merchandise all month lengthy in her totally different Halloween make-up appears incomes a median engagement fee of 17.4% on 10 of her Instagram Reel movies. As an alternative of following together with typical Halloween appears, Dominique tapped into the rising curiosity in astrological indicators and created a sequence of astrological make-up appears. The truth that there are 12 indicators additionally made it simple for her to showcase Mehron’s merchandise all through your complete month!

Charlotte Tilbury 

Greatest influencer collaborations: Jacinta Spencer (@jacintaspencer)

• Prime Performing Model: VIT* Measures Model Efficiency in Influencer Content material
• Environment friendly Content material

What makes it work?

• Magic mids: Charlotte Tilbury secured itself within the prime three this month due to their mid-tier influencer (50K+ followers) partnerships. As a prime VIT contributor for the month, we had been intrigued by Jacinta Spencer. What particularly piqued our curiosity was how she makes use of her social platforms in another way. For instance, Jacinta showcased her Charlotte Tilbury make-up look on TikTok, after which pointed her viewers to her Instagram reel for a extra in-depth have a look at the merchandise featured. Selecting creators who perceive the variations between social platforms will enable you converse extra successfully to your goal shopper. 

Study extra about how the mid-tier will help you construct a program that steadily improves in our case examine with Avène.

MAC

Greatest influencer collaborations: Dominic Skinner (@dominic_mua)

• Most Talked about Manufacturers: Manufacturers with the Most Influencer Mentions
• High quality Content material 
• Lengthy-Time period Partnerships

What makes it work? 

• Wealth of data: Elevating model advocates is changing into an more and more essential ingredient in your influencer advertising and marketing technique. MAC does an exquisite job of leveraging their MAC creators together with Dominic Skinner, a MAC World Senior Artist and authorized “Make-up Geek.” In October alone, Dominic talked about MAC 54 instances contributing 1.11K VIT to the model. As a strolling MAC encyclopedia, Dominic supplies distinctive insights in regards to the model and merchandise like in his pink forehead tutorial. The information and keenness that Dominic is ready to share along with his viewers fuels this incredible partnership. 

EOS

Greatest influencer collaborations: Hayley Morris (@hayleygeorgiamorris)

• Greatest submit effectivity: Manufacturers incomes probably the most VIT* per Influencer Point out
• Unconventional Accomplice 
• Nice Storytelling
• Excessive Engagement

What makes it work? 

• Model affinity >> all the pieces else: We continuously hear feedback alongside the traces of “#advert appears inauthentic, it’ll flip prospects away from our model.” Not often do we discover this to be the case. When a model genuinely aligns with a creator’s values, it in actual fact builds extra belief amongst your shopper. Nice storytelling is a robust signal of conducting this model affinity. A incredible instance of that is Hayley Morris that includes EOS’s shaving merchandise in one in all her hilarious TikTok movies. Hayley, recognized for her ‘Me vs. 🧠” movies, realistically shares what occurs if you don’t use shaving cream – in actual life and in your thoughts. EOS’s complete marketing campaign of #EOSVagnastics (which gained 21.7 Million views on TikTok) showcases practical experiences people undergo when shaving. Humor + worth = a successful marketing campaign. 

Thanks for tuning on this month! Don’t neglect to subscribe to our publication to get the newest insights and tendencies in magnificence and influencer advertising and marketing.  

Each month, the Traackr Magnificence Model Leaderboard stories influencer efficiency insights for 1400+ manufacturers within the magnificence and private care classes. For every model, Traackr measures the variety of activated influencers, mentions, engagements, and VIT throughout influencer-generated content material on social media platforms. 

*The Model Vitality Rating (VIT) measures model efficiency in influencer content material by creating an combination rating of visibility (attain), influence (engagement), and model belief (high quality of name point out).