How We Helped E-commerce Brand Yours Get 99% Lower CPM with Influencer Marketing
Here's how we used our influencer marketing solutions to help skincare brand Yours find success in the massive US market.
ABOUT YOURS
How do you enter a market as big and competitive as the US with a new product? That’s the question that beauty and skincare brand “Yours” (also known as LoveFromYours) had when they decided to partner with Nativex to tackle this challenge. Brands entering the US market will generally face an uphill battle as the competition is fierce and campaign costs can be quite high.
Yours is a Swiss-based brand that focuses on eco-friendly skincare products. The brand recently unveiled a new personalized skincare service that analyzes users’ skin conditions and recommends tailored products. By leveraging this new service, the company is hoping to better understand its customers and their needs while at the same time providing them with the products they actually want.
OBJECTIVES
Yours wants to expand its global presence and enter the US market and generate brand awareness with a relatively limited marketing budget.
Generate brand awareness in the US market
Expand brand presence with cost-effective campaigns
STRATEGIES
- Partnering with the right influencers. We paid special attention to selecting only the best-suited influencers for this campaign, partnering with mid-size influencers specialized in producing high-quality cosmetics content. The influencers produced promotional videos, interacted with fans, and acted as brand ambassadors by highlighting product features and giving recommendations to their fans to increase conversions.
- Timing campaigns to maximize impact. We conducted research to find the best time to release our campaign and we launched it in early October. The timing was based on several factors including the time of the year, COVID pandemic restriction relaxation, increased spending willingness among target users, and more.
- Optimizing the link between brand and influencers. We acted as the bridge between Yours and the influencers recruited for this campaign, ensuring all communication between the brand and the influencers was quick and clear. We also followed up with data right after the campaign videos were released and used the insights to continuously update and improve campaign results by asking influencers to also reach out to their male fans (a relatively smaller target audience for the brand) in order to expand the brand’s reach. Lastly, we provided an in-depth campaign analysis at the end in order to help the brand gain valuable insights that can be used for future campaigns.
KEY RESULTS
Following our campaign, our campaign videos were viewed over 3.3 million times and generated over 137,000 likes in the process, helping Yours maximize its brand awareness in the US market. At the same time, our efforts resulted in 99% lower CPM – only $0.06 compared to an industry average of around $15 – $20.
Understanding and navigating the influencer market across regions and verticals is a significant challenge for most brands and advertisers. This is why our influencer marketing solutions can help our partners save time and resources, while at the same time maximizing their campaign ROI around the world.