Manucurist on Breaking into the US Market with Influencer Advertising and marketing I Traackr

Manucurist is a Parisian nail model that has develop into a client and influencer favourite for its innovation, sustainability, and health-focused mission. It’s identified greatest for its Inexperienced Flash innovation, the world’s first LED nail polish that could be a inexperienced, plant-based various to conventional gel.

Whereas the model was based in 1996, it has solely just lately began to intentionally increase its attain past Europe. In Might 2021, it began its official growth into america and in December of 2022, launched its US influencer advertising and marketing program with Traackr. Within the article under, Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist shares how the model has constructed its influencer advertising and marketing program within the US. 

Manucurist on Breaking into the US Market with Influencer Advertising and marketing

How Manucurist outlined its US influencer advertising and marketing technique

“After I first got here to the US market, I rapidly realized that the influencer advertising and marketing methods we had been utilizing in Europe wouldn’t give us the identical efficiency. The US market is so totally different from the European market! I knew that we would wish to rethink the kinds of content material and influencers that we have been partnering with to really seize US customers’ consideration.” —  Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist 

The very first thing that Asma and her workforce did was conduct analysis to verify her principle that the US market would wish a unique influencer advertising and marketing technique. This analysis concerned attending webinars, studying articles on-line, and utilizing Traackr to guage what content material sorts, influencer profiles, and platforms have been working greatest for rivals within the US market. A few of their findings included:

Content material. A key distinction that Asma and her workforce had discovered between US and European customers is that European customers reply nicely to bougie, stylish, and shiny content material. Alternatively, US customers appeared to have interaction extra with informative content material that focuses on product efficacy and substances, which resonates with the model’s present positioning technique, as they’re nonetheless within the model consciousness section for the US market. And, after conducting a Sentiment Evaluation, the workforce was capable of be taught extra about US customers’ notion of their merchandise — particularly noting that they responded nicely to content material highlighting Manucurist’s superb colours.

Marketing campaign sort. Asma and her workforce knew that they wished to give attention to constructing model consciousness by means of gifting campaigns — after which finally increase out to sponsored content material, and ambassador/affiliate campaigns.

Influencer sort. Primarily based on their aggressive analysis and deep dive into actual Manucurist buyer’ notion, the workforce began defining the kind of influencer they wished to companion with. They wished somebody who:

• Would seize consideration with enjoyable, instructional, or distinctive content material
• Be capable of spotlight Manucurist’s wide selection of merchandise and colours, and present actual love for the model
• Might showcase the big selection of angles that make Manucurist enticing to various kinds of audiences 

How Manucurist used Traackr’s influencer advertising and marketing platform to raise its program

“I begin day-after-day with the Model Buzz function, the place Traackr pulls in all of the natural and paid influencer mentions of your model. Seeing all content material that influencers put up about Manucurist fills me with optimistic power and makes me really feel prepared and excited to put on all of the hats that I’ve to put on for the day.” — Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist 

Other than utilizing the Model Buzz function to encourage and maintain a finger on the heart beat of influencer content material, Asma and her workforce used Traackr’s influencer advertising and marketing platform to: 

Discover and vet influencers

Realizing which content material sorts US customers discover participating helped Asma and her workforce slim their seek for influencer companions. Utilizing Traackr, they have been capable of finding influencers that created the correct of content material by conducting key phrase searches. For instance, they might search influencers’ previous content material for phrases associated to nail colours, nail artwork training, and their very own model identify. As soon as they’d an inventory of influencers who produced related content material, they then used Traackr to double verify that they’d audiences situated within the US, and excessive content material efficiency (engagement charge, video views, and many others).

Handle paid and natural campaigns 

After discovering and vetting each influencer for each their paid and natural campaigns, Asma and her workforce have been capable of seamlessly handle communications, divide up duties, and maintain monitor of timelines in Traackr’s platform, saving them worthwhile time.

Report on program and marketing campaign efficiency

“One of many issues that I like most about Traackr, is that it offers you the flexibility to dig down additional into the info. If I’ve slightly to know time to arrange for a gathering, I really feel assured that I can go into Traackr and pull out the info I want to point out the worth and impression of what we’re doing.” — Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist 

Asma and her workforce are very performance-driven, and are at all times searching for methods to optimize their methods based mostly on information. To do that, they used Traackr to repeatedly verify in on their marketing campaign and program efficiency. A few of the information that was obtainable to them from Traackr embrace:

• Content material monitoring — Traackr routinely pulls in posts containing the model’s high key phrases and hashtags (model identify, merchandise, rivals, pursuits, and many others). This allowed the workforce to maintain monitor of all marketing campaign content material in a single place and monitor their marketing campaign’s deliverables.
• Marketing campaign measurement — Traackr permits groups to trace desired outcomes like consciousness and engagements, taking a look at KPIs like # of mentions, # of engagements, estimated impressions, # of engagements, and extra. It additionally permits groups to drill down into the content material, platforms, and creators that supplied probably the most impression.

Conduct aggressive analysis

Final, however definitely not least, Asma and her workforce use Traackr to benchmark their efficiency towards their rivals. 

“Traackr is the very best influencer advertising and marketing platform that we’ve used thus far. It’s an entire device that means that you can automate your work and align your workforce, whereas additionally providing you the most important influencer database obtainable. Its benchmarking function with the Model Vitality Rating (VIT) was additionally game-changing for us. We primarily use VIT to guage the efficacy of our influencer advertising and marketing applications specializing in how we measure up by way of content material, platforms, and influencer companions.” — Asma Ben Rhouma, US influencer advertising and marketing supervisor for Manucurist 

For these which might be unfamiliar with the Model Vitality Rating (VIT), Traackr developed this complete efficiency metric so manufacturers can measure their share of voice throughout social channels. Particularly, VIT measures the visibility, impression and belief of influencer content material mentioning your model. Manufacturers like Manucurist have discovered VIT to be important metric for evaluating influencer advertising and marketing program success as a result of it’s:

• Complete. VIT is one complete metric to measure total viewers consideration, and is the one metric that rolls up all publicly obtainable efficiency information in a significant method.
• Comparable. VIT permits entrepreneurs to rank their very own model efficiency towards rivals utilizing one total metric, fairly than in a number of separate KPIs (ex. video views and engagements). 
• Unpackable. VIT supplies a framework for understanding the parts of an efficient influencer technique. Manufacturers like Manucurist use the metric as a strategy to dive into their very own previous efficiency to see what labored, search for areas they will enhance on, and create in-depth examinations of rivals’ methods. 
• Actionable. VIT supplies a benchmark for central intelligence and actionable insights. Groups can set targets for bettering on previous efficiency or inching out rivals by analyzing an space of their influencer technique that may very well be improved. 

Be taught extra about VIT.

Manucurist’s US influencer advertising and marketing outcomes thus far

In November of 2022, Asma and her workforce launched their first paid influencer collaboration within the US! Utilizing Traackr, they discovered a fantastic influencer to be their first sponsored companion. That campaigned earned:

• 344K video views
• 2.88% engagement charge
• 76.6 in VIT 

This sponsored marketing campaign was so profitable that Asma and her workforce finally expanded the marketing campaign to Meta adverts, the place the content material additionally carried out nicely.

Manucurist’s gifting marketing campaign efficiency has additionally been fairly robust! Since January 2023, the model’s natural marketing campaign has earned:

• ~200 particular person influencer mentions
• A 3.66% common engagement charge
• 1.11K in VIT

If you wish to keep updated on the superb work that Asma and her workforce are doing at Manucurist, comply with the model on Instagram or TikTok at @manucurist!