According to Inc. Magazine’s Inc 5000, Mavrck is one of the “nation’s fastest-growing private companies and fastest-growing influencer marketing platform.” As such, insights from this industry leader and expert have been utilized to illustrate, identify, and present best practices in influencer marketing for CPG brands.
Within the ecosystem of influencer marketing shown above, brands do best when they focus on inspiring demand, affirming need, and validation of the consumer experience.
Table of Contents
1. Inspire Demand
- Brands should create original content (including things like social posts and videos, blogs, and cursed recommendations) which will help to accelerate discovery and consideration.
- 74% of surveyed consumers say they are more likely to further explore a product when it is suggested by someone they know and/or trust.
- Godiva inspires an accelerated path to purchase with influencer and user generated content as shown below:
- As a result, Godiva achieved a 43% increase in organic brand engagement on Instagram.
- Kraft Foods implemented an influencer-led campaign surrounding the #LoveforKraft hashtag on Instagram. As a result, the brand saw the following:
- “Hundreds of influencers across YouTube and Instagram, some with millions of followers, partnered with HelloFresh or joined the affiliate program, according to IDG Advertising.” An example of one of their influencer-led efforts can be seen in a post from “fitness and lifestyle vlogger Remi Cruz, who has about 3.9 million subscribers between two channels on YouTube, partnered with HelloFresh in 2019 in a video titled “Cooking with Remi is Back.” The video, which garnered nearly 400,000 views since, shows Cruz cooking a HelloFresh meal and sharing her code that gives viewers $80 off their order.”
2. Affirm Need
- Activate the influencer network through likes, shares, comments, and other social interactions which signal confidence.
- 49% of consumers state that they rely on recommendations from influencers when making a purchase.
- “Consumers have the opportunity to engage with no fewer than 12 different indicators of social proof, varying from recommendation widgets displaying influencer and user-generated content to average star ratings.”
- Lumē is an “aluminum-free deodorant for the whole body designed to control odor for up to 72 hours.” The brand worked with Facebook to create a social campaign which would “increase awareness of its brand among potential new customers while focusing on sales and instilling loyalty in its current customer base.”
- They “created entertaining videos and showed them to a broad audience to introduce the product to new people. They showed the ads primarily to women with interests in natural products, essential oils, aromatherapy, skin care, and so on. The marketers also created lookalike audiences based on their current customers to find people most likely to buy the products.”
- The 2019 campaign on Facebook saw the following results:
- A increase by a factor of 7 in purchases with tailored ad creative
- 3.5 times return on ad spend with tailored ad creative
- 1.5 more purchases with vertical video than with horizontal
- 44% higher return on ad spend with vertical video than with horizontal
- One of the company’s 2020 ads, a spoof of holiday movies seen on various networks each year, can be viewed here. “The mini-movie, with its pitch-perfect cast and idyllic setting, has landed north of 1 million views so far.”
3. Validate Experience
- Empower the influencer network to submit product reviews and ratings which will help to boost review volume and rating quality across SKUs.
- 81% of consumers state they read what other people post online about a particular product before making a purchase decision.
- Brands can see a 10-15% increase in sales when there is a corollary increase in reviews and ratings.
- The first and last touchpoint in the consumer journey is reading reviews.
- Amazon’s influencer marketing ecosystem can be seen in the below graphic:
