Components of a Profitable Influencer Marketing campaign with Artisan Council and belif I Traackr

Artisan Council is a New York-based boutique advertising company that was based in early 2013. Artisan Council’s mission and journey is to create merchandise and options that can reply, entertain, and fulfill manufacturers’ strategic wants of right this moment and tomorrow. The staff of various and extremely dynamic innovators at Artisan Council has made it one of the vital wanted companies within the digital advertising area.

In September 2022 Artisan Council’s shopper belif, a cult favourite Korean skincare model, needed to run an influencer marketing campaign to construct consciousness for its The True Cream Aqua Bomb moisturizer. Within the article beneath, Nick Ghilardi, senior influencer advertising supervisor at Artisan Council particulars how the company launched a profitable influencer marketing campaign for its shopper with a holistic technique, tailor-made influencer listing, and a little bit of humor. 

How Artisan Council Drove Product Consciousness with an Influencer Marketing campaign

Developed inventive influencer marketing campaign messaging

“For this influencer marketing campaign, we knew that we needed to have group, humor, and leisure on the heart of the technique. We’ve used this strategy earlier than and seen nice success — even on hard-to-win platforms like TikTok. As soon as we had an concept of how we needed the marketing campaign to really feel, we simply wanted to determine the theme.”  — Nick Ghilardi, senior influencer advertising supervisor at Artisan Council

To determine the theme of the marketing campaign, the Artisan Council staff employed social listening to dial into belif’s group (the model’s returning clients/followers). They seen that the belif group typically talked about the necessity to “replenish” on their Aqua Bomb moisturizer so that they wouldn’t run out. 

So, taking part in off of the widespread phrase “FOMO” (concern of lacking out), Artisan Council determined to dub this influencer marketing campaign “FORO” (concern of working out). The concept was to focus on how belif’s The True Cream Aqua Bomb moisturizer is an important in any skincare routine, whereas additionally conserving issues mild, enjoyable, and actionable.

Used Traackr to search out influencers

“Pulling off a fantastic influencer marketing campaign actually begins with choosing the right companions. No matter the kind of marketing campaign (gifted or paid), you need the content material to really feel natural and pure. With the intention to try this, you should have companions which can be effectively matched and aligned along with your model.”  — Nick Ghilardi, senior influencer advertising supervisor at Artisan Council

Artisan Council has had success with working with a mixture of comedy, magnificence, and life-style influencers for magnificence campaigns. This influencer marketing campaign continued to push this technique by leaning laborious into content material that balances leisure with product promotion. This resulted in comedic skits and episodic content material that additionally promoted the Aqua Bomb moisturizer’s worth and advantages.  

By way of companions, the staff determined to work with a combination of their present roster and new comic influencers. With the intention to discover new influencers, Artisan Council used Traackr’s influencer advertising platform. Extra particularly, they seemed for female and male influencers who had a mixture of comedy and life-style content material, totally on TikTok. On account of their capacity to layer related influencer search parameters, the staff was in a position to determine 12 companions who had been the right match!

Ghilardi additionally emphasised how crucial it’s for manufacturers to select a various roster of influencers. Not solely is it vital for illustration, however having a various group of influencer companions additionally “helps you hit all of your shopper targets”. That is one thing that many manufacturers and companies are intentionally pursuing. For instance, hims & hers not too long ago shared about the way it focuses on discovering various influencers in each influencer marketing campaign it produces.

Utilized a simplified influencer temporary

“So typically I see manufacturers desirous to push a number of product messaging on their influencer companions. You need to resist this intuition! Ensure your influencer briefs aren’t too heavy or restrictive. People don’t wish to watch or learn content material that’s nearly your merchandise — they wish to be entertained and educated.” — Nick Ghilardi, senior influencer advertising supervisor at Artisan Council

As soon as the staff solidified its influencer roster, they despatched out open-ended briefs with the purpose of inspiring content material with an natural really feel. Every temporary solely had 3 parts:

1. The FORO marketing campaign identify and idea
2. Speaking factors on the product advantages (cooling and refreshing “drink of water” for boring pores and skin, obtainable at Sephora and Ulta Magnificence)
3. Particulars on cost and timing

These quick briefs allowed every influencer to find out how the marketing campaign would finest match into their web page, and the outcomes spoke for themselves! The influencer marketing campaign content material turned out to be not simply academic, however entertaining, with many influencers together with the product in brief, humorous skits. 

Transformed influencer marketing campaign content material to conventional adverts

“We made certain to buy the utilization rights for all of our influencers’ content material, as a result of we knew we might wish to characteristic them in a few of our adverts. In case you are considering of doing the identical factor, be sure you work that into your preliminary influencer contract! There’s nothing worse than having to renegotiate utilization after your marketing campaign has already launched.”  — Nick Ghilardi, senior influencer advertising supervisor at Artisan Council

Provided that Artisan Council is a holistic digital company, the staff was uniquely positioned to take this influencer marketing campaign one step additional. 

With the intention to get probably the most worth from their influencer marketing campaign, the staff bought utilization rights for all of their companions’ content material. This allowed Artisan Council’s in-house inventive staff to make the most of bits and items of that content material in conventional promoting. Equally, Artisan Council’s social staff posted concerning the FORO marketing campaign all through the entire month of September. 

Influencer marketing campaign outcomes

By leaning right into a inventive and entertaining influencer marketing campaign theme, sourcing new companions with comedic potential, and conserving influencer briefs quick and candy, belif’s True Cream Aqua Bomb was an enormous success!

Extra particularly, this marketing campaign resulted in:

• 2,277,638 views
• 142,013 engagements
• 11 activated mega tier influencers (1M+ followers)
• 3 activated mid-tier influencers (50K+ followers)

And a number of the finest content material got here from influencers like Allessandro (@mualesandro), Jackie Aina (@jackieaina), Brooke lynn (@brooke_lynnmilne), and Snega (@skincarebysnega). This influencer marketing campaign additionally helped Artisan Council and belif generate some nice conventional promoting. 

If you wish to keep updated on the unimaginable work that the Artisan Council staff is doing, comply with them on Instagram at @artisancouncil!  In the event you’re curious to be taught extra about influencer advertising finest practices from different business specialists, subscribe to our publication.