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

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This month we’re breaking down the highest UK influencer collaborations within the following classes: Prime Performers, Most Talked about, and Greatest Publish 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 developments and influencer marketing campaign breakdowns, subscribe to our month-to-month Magnificence E-newsletter

Mehron

Greatest influencer collab: Dominique Allison (@dominiqueallisonx)

  • Prime Performing Model: VIT* Measures Model Efficiency in Influencer Content material
  • Nice Engagement Charge 
  • 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 have 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 completely different Halloween make-up seems to be incomes a median engagement charge of 17.4% on 10 of her Instagram Reel movies. As an alternative of following together with typical Halloween seems to be, Dominique tapped into the rising curiosity in astrological indicators and created a collection of astrological make-up seems to be. The truth that there are 12 indicators additionally made it straightforward for her to showcase Mehron’s merchandise all through the complete month!

Charlotte Tilbury 

Greatest influencer collab: 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 have been intrigued by Jacinta Spencer. What particularly piqued our curiosity was how she makes use of her social platforms otherwise. 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 aid you communicate extra successfully to your goal shopper. 

Study extra about how the mid-tier can assist you construct a program that steadily improves in our case research with Avène.

MAC

Greatest influencer collab: 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 turning into an more and more necessary factor 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 offers distinctive insights in regards to the model and merchandise like in his pink forehead tutorial. The data and keenness that Dominic is ready to share along with his viewers fuels this incredible partnership. 

EOS

Greatest influencer collab: Hayley Morris (@hayleygeorgiamorris)

  • Greatest put up effectivity: Manufacturers incomes essentially the most VIT* per Influencer Point out
  • Unconventional Companion 
  • Nice Storytelling
  • Excessive Engagement

What makes it work? 

  • Model affinity >> all the pieces else: We regularly hear feedback alongside the strains of “#advert seems to be inauthentic, it’ll flip clients away from our model.” Hardly ever do we discover this to be the case. When a model genuinely aligns with a creator’s values, it the truth is 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 among her hilarious TikTok movies. Hayley, identified 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 lifelike experiences people undergo when shaving. Humor + worth = a profitable marketing campaign. 

Thanks for tuning on this month! Don’t overlook to subscribe to our e-newsletter to get the newest insights and developments in magnificence and influencer advertising and marketing.  

Each month, the Traackr Magnificence Model Leaderboard experiences 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 mixture rating of visibility (attain), impression (engagement), and model belief (high quality of name point out).

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