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 celeb facialist (and the model’s namesake). In December 2021, the model launched its Energy Coach Peptide Enhance Moisturizer, which shortly turned 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 beneath, Eden Moscone, Influencer Lead Supervisor at Ole Henriksen discusses how the model sourced new companions on YouTube with a view 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 could 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 properly for our model, and is usually utilized by customers as a ‘search engine’ for brand new merchandise.” — Eden Moscone, Influencer Lead Supervisor at Ole Henriksen

Oftentimes product seeding campaigns could be unwieldy. Many manufacturers go for the “extra is extra” strategy, constructing large 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 on) and types could not get probably the most out of their efforts.

That is why it’s higher to your influencer gifting campaigns to have a excessive degree 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 properly for the model there, and it found that YouTube is usually used as a “search engine” for merchandise. That is maybe some of the troublesome issues about influencer advertising and marketing to get proper: utilizing efficiency and business insights to construct a method that’s tailor-made to your objectives. 

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

Used Traackr to Discover New Companions

“This YouTube product seeding marketing campaign truly had each an natural and paid factor to it. We included earlier companions within the paid portion of the marketing campaign, however for the natural facet 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 and marketing, this marketing campaign was multi-faceted. In an effort to generate probably the most buzz, Eden and her group determined to incorporate some sponsored posts alongside its natural influencer gifting. For the paid facet, Eden and her group reached out to current influencer companions. For the natural gifting facet, the group utilized Traackr to discover and vet new companions. Extra particularly the group used Traackr Studios, a characteristic 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 instrument, Eden and her group have been capable of look particularly for YouTube creators which might be between micro and mega tier, thinking about magnificence, skincare, and way of life, 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 small print of the gifting marketing campaign.
• Despatched marketing campaign web page to focus on listing of influencers: As soon as they’d their goal listing 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 Enhance Moisturizer. It additionally requested of us to acknowledge they’d be prepared to publish concerning the product on their channels (in the event that they favored 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. That is why it’s so vital 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. That is why Eden and her group prioritize clear communication with a view to construct belief with their companions.

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

• 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. Of us took a brief survey that requested them in the event that they needed to obtain product, and in the event that they have been open to posting on their channels in the event that they favored it. 
• Accumulate influencer data. Influencers that opted-in have been then requested to share delivery data — this lower 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 capable of:

• Sourced 1,000 new YouTube creators, with a excessive response charge. With the assistance of Traackr Studio’s the group sourced 1K new YouTube influencers, and obtained a 24% response charge to their outreach (fairly excessive!). Not solely have been these of us excited to obtain the Energy Coach Peptide Enhance Moisturizer, they posted about it! 
• Improved creator communication. Suggestions from influencers on this marketing campaign was vastly optimistic, with many saying they favored the method. Communication and expectations have 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 and marketing greatest practices from different business consultants, subscribe to our publication.