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

On this breakdown of influencer collaborations, we deal with hair care manufacturers and analyze why these attention-grabbing and profitable collaborations work. 

• Manufacturers featured: GHD, Redken, Aveda, and Head & Shoulders.
• Key learnings: Transient on the worth of a product not its attributes, construct belief by bringing creators into your model, and don’t neglect the worth in creating robust model advocates. 

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GHD

Finest influencer collab: Chlöe Swift (@chloeswiftstylist)

• Academic Content material 
• Lengthy Time period Partnership 
• Elevating Model Advocates

What makes it work?

• Spend money on advocates and educators: Entrepreneurs have lengthy coveted VIP influencers for his or her giant audiences (5M+), assuming that they’ll obtain greater than lesser-known influencers. Knowledge backs this up — we frequently see VIP influencers contribute extra to a model’s VIT rating because of their excessive visibility (attain) and affect (engagement). Nonetheless, it’s not all the time potential to leverage VIP creators when contemplating funds or oversaturation of presents. GHD solved this problem by turning micro and mid-tier influencers into model advocates and educators. Chlöe Swift is an ideal instance of a creator who’s offering nice worth to GHD’s influencer packages. Though thought of a micro to mid-tier influencer, Chlöe supplies a robust loyalty rating as a result of she makes use of her Instagram and TikTok to advertise her being a GHD hair educator – creating tutorial hair content material whereas utilizing solely GHD merchandise. 

“It’s concerning the repetition. When followers see your model a number of occasions, it reveals a real connection moderately than a transactional ‘pay to play’ program.” Firdaous El Honsali, senior director of worldwide communications, function and sustainability at Dove.

• Professional Tip: Discover influencers who create distinctive content material for every platform. Attempt to keep away from influencers who “parachute,” or share the identical content material, throughout their Instagram and TikTok pages. An excellent instance of that is Amy Chang in her collaboration with SK-II. 

Redken

Finest influencer collab: Daniella Perkins (@daniellaperkins)

• Social Proof
• Worth-Primarily based Storytelling

What makes it work?

• Concentrating on the bond: Briefing creators is a fragile artwork. In the event you’re too particular in your temporary, you might stifle the influencer’s creativity and voice. In the event you’re too imprecise, there is perhaps a miscommunication about expectations or objectives. To seek out the correct stability, it is necessary to keep away from giving particular artistic path and as an alternative give your companion speaking factors – what’s the product and its advantages, and why ought to the shopper care? Redken’s partnership with Daniella is an ideal instance of this technique in play. In Daniella’s TikTok video, we see her share why she makes use of Redken’s acidic bonding focus merchandise, how easy the 3-step hair care routine is, and the outcomes – multi function minute. The clear messaging and social proof clearly resonated along with her viewers as she earned a 26.8% engagement charge for the TikTok video and garnered 6.06K VIT for the model. 
• Stroll the speak: We additionally love this collaboration as a result of it’s a part of Redken’s push to achieve extra various audiences. The model claims that its acidic bonding focus merchandise work for all hair varieties. To show that, they partnered with creators with all completely different hair varieties together with Daniella, Aisha and Azara (@miantwins), and Bethony Fosbery (@bethanyfosbery). Spend money on creators who can present that credibility to these varieties of claims. 

Professional Tip: On this data age and advertising and marketing to digitally native shoppers, you might want to present the worth of the product (the anticipated outcomes or advantages) first versus the product attributes or components. Gen Z is wise and digitally savvy. Get them with a fantastic story, they usually’ll do the analysis!   

Aveda

Finest influencer collab: Ava J Lee (@glowwithava)*

• Academic Content material 
• Translating Developments

What makes it work? 

• Extending the ability of skinfluence: Lately, there’s been a number of content material speaking concerning the notion of “skincare in your scalp”. The info checks out with engagements mentioning scalp care rising 38% and video views growing by 123%**. Creator Ava J Lee is a skinfluencer who has gained traction for popularizing #JELLOSKIN. In her collaboration with Aveda, she highlights her scalp care journey and why she is specializing in her scalp well being. Skinfluencers have been identified for his or her value-based storytelling and it’s thrilling to see their academic content material translate into the hair care house.   

*Perception: In accordance with the information, Ava is perhaps a rising magnificence influencer! Our analysis reveals that her viewers measurement elevated by 9%, and her engagements have additionally gone up by practically 4% since August. It seems that manufacturers are taking discover – she’s finished a number of nice partnerships, together with one with Chanel Magnificence that we highlighted in our July collabs publish.

Head & Shoulders

Finest influencer collab: Alexia Del Valle (@lexdelvalle)

• High quality Content material 
• Nice TikTok Activation

What makes it work? 

• Treating the roots with new fashion: Head & Shoulders is perhaps identified for its dandruff-fighting hair care merchandise, nevertheless it’s bringing a contemporary fashion to its influencer collaborations. In selling it’s new supreme version, Head & Shoulders partnered with Alexia Del Valle on one in every of her POV movies of enjoyable, single aunt and introduced an genuine perspective to the new scalp scrub. Head & Shoulders has been regarded as a product for older, much less savvy of us. By partnering with Alexia, Head & Shoulders now looks as if a product for those that are enjoyable, younger, and easily need to deal with a standard scalp concern. Hold the creator’s who can spotlight your merchandise and never make them seem to be an advert. This single video earned a 32.5% engagement charge and over 420K engagements!

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**Knowledge analyzed was pulled from a pattern of 42,605 influencers positioned in america, Canada and Europe, and progress percentages examine October 2019-September 2020 vs October 2020 – September 2021 with a view to get a year-to-date comparability.