Teri’s take: The scoop on ‘Granfluencers’ and the best Valentine’s Day campaign
The article: How 3 brands crafted Valentine’s Day campaigns reflecting the times on Facebook, Instagram
How do you get 226% more purchase conversions, at a 6% lower cost per acquisition? Ask Adore Me. The brand ran a Valentine’s Day influencer campaign, targeting potential customers with relevant content based on purchase intent. The brand also began experimenting with Instagram Live and Live shopping to feature its special collection. Adore Me CMO Chloé Chanudet commented, “Adore Me has been increasingly impressed by the content created by its influencer community. Facebook’s advertising products allowed us to segment macro (at the top of funnel) and micro-influencer content (for conversion). This level of targeting does an amazing job at helping us better find the right viewers for our influencers.”
As we enter 2021 with no clear end to face masks and stay-in-place orders, brands are still finding ways to adapt their marketing to be mindful to the realities of today’s new normal. Adore Me’s campaign was a true testament to this in two ways. Firstly, by partnering with influencers rather than lingerie models that most people don’t identify with, Adore Me was able to bring authenticity back to a very commercialized holiday. Authenticity is becoming increasingly important to consumers. In fact, 65% of Americans research the company’s authenticity. Secondly, the brand met shoppers where they were by experimenting with practices such as Facebook’s Live Shopping, bringing a social aspect to online shopping.
The article: How ‘granfluencers’ are shaking up social media representation and influencer marketing
Aura Frames’ most successful influencer partnership last year was with Charlotte Simpson (@travelingblackwidow), a 65-year-old retired guidance counselor. Her content accounted for the brand’s best performing ad in 2020, bringing in nearly 5x more conversions than any influencer ad, with 6x more engagement than any ad creative. After years of perfectly curated content, Aura’s partnership comes at a time when people crave authenticity. The challenges posed by 2020 have made traditional, flashy influencer content incongruous with the harsh realities many Americans are facing. Now, audiences seek content that lifts up diverse voices and makes them feel good.
Historically, Aura Frames has worked with young, home decor influencers who display the digital frames in their stylish homes. The brand knew their product was a hit with grandparents, especially those who are away from their families due to COVID, but had yet to represent their main demographic in their marketing assets. Everyone wants to see themselves represented in the brands that they support – It’s no wonder why Charlotte’s content outperformed any ad creative they’ve tested before. Luckily, influencer marketing gives brands the unique opportunity to test new audiences without spending hundreds of thousands of dollars on market research or content that might potentially flop. If you’re entering a new market, try to partner with a new profile of influencer that resonates within that niche. Track the influencers’ performance and then use what you learn to determine who you partner with again.
As the pandemic continues to upend the ways people shop, direct-to-consumer startups are continuously looking for creative ways to reward customers. Many DTC startups don’t launch with a loyalty program — particularly if they launch with a limited product assortment — because customers may at most buy their products just once a year. But as startups start thinking about loyalty programs, they often have a few other objectives beyond merely encouraging customers to buy more. For example, some might also aim to get better data about what product types customer segments are most likely to buy over time.
Last year, AspireIQ surveyed more than 600 consumers, only 21.7% of whom said their favorite brand does a good job of interacting with them in a personalized way. But the desire to feel valued as an individual is there. While loyalty programs are a great way to inspire more purchases, they also go a long way to create these two-way connections between customers and the brands that they love. In fact, the number one way that surveyed consumers said they wanted to interact with their favorite brand was by joining a loyalty program at 52.2%. While these programs can take minimal effort to create, they have a major impact on both customer acquisition as well as retention.