How a beauty brand produces 10 times the amount of content without increasing their marketing budget
As co-founder and COO at Makeup Eraser, Elexsis’ main focus is running and growing her company. Since Makeup Eraser’s birth, influencers have always been an important part of the brand’s growth and marketing strategy. Soon after the launch, Elexsis saw that beauty gurus were creating YouTube videos featuring her product, and one video amassed almost six million views. Thrilled with the organic exposure for her brand, Elexsis attempted to recreate the viral interest in her product online by trying her hand at the “pay for play” approach to influencer marketing.
After partnering with a few micro-influencers, Elexsis was finding it difficult to estimate the direct impact these sponsored posts had on sales. However, Elexsis was very impressed with the quality of the content that micro-influencers were creating for her brand. That was when Elexsis realized that the content that the influencers produced was even more valuable than their reach. With only a small internal team, it was difficult and expensive to produce content in-house. In comparison, influencer-generated content was inexpensive and accessible.
Makeup Eraser now uses their influencer program as an always-on content engine that provides the brand with content for their landing pages, social media, paid ads and retail store advertisements on and off-line.
When Makeup Eraser first launched, it was a product that was the first of it’s kind. When beauty vloggers began reviewing the product on YouTube, Elexsis realized that it was the word-of-mouth promotion the brand needed to capture the attention of makeup wearers who were committed to traditional forms of makeup removers. When planning her marketing strategy, Elexsis wanted to recreate the authenticity and virality of the YouTuber’s content, but she found that brand-produced content was expensive to make and it didn’t have the same ability to influence consumer purchasing decisions. Instead, Elexsis began reaching out to micro-influencers who were interested in collaborating with the brand through formal partnerships.
Before she discovered AspireIQ, Elexsis reached out to influencers directly through Instagram direct messages, with little success. Like many marketers, Elexsis found that connecting with and managing more than a handful of influencers without the proper tools is not scalable.
Although at this point Elexsis was only working with influencers at a small scale, she saw that micro-influencers were effective at driving online engagement and impressions for her brand. However, another challenge she was facing was measuring the ROI of influencer campaigns. After considering sales and other metrics that were difficult to track, she realized that the true value wasn’t limited to an influencer’s ability to drive engagement and sales but within the content the influencers produced. Partnering with influencers saved Elexsis thousands of dollars in content production costs. With each collaboration, she gained high quality content that she could repurpose on various marketing channels. With this realization, Elexsis shifted her influencer marketing objective to focus on increasing content production.
As the Makeup Eraser brand grew, Elexsis had an increased need for content but she knew she would not be able to increase her network of influencers manually. That was when she turned to the AspireIQ platform to help her connect with influencers, manage her relationships with them, track the results of the campaigns, and scale content creation.
Sourcing content for the Sephora.com launch
Makeup Eraser has been so impressed with the influencer-generated content they’ve received that they have repurposed it in in-store advertisements in several of their retailers—including Sephora.com and 238 Costco stores across the nation.
For example, Makeup Eraser is launching their recently acquired brand, Cellu-Cup, in Sephora stores. To prepare for the launch, Elexsis needed to provide Sephora with content that would be used on the product’s landing page on Sephora.com. Cellu-Cup is a brand that was originally based in France, and Elexsis wanted to add “the American touch” to the new content. Instead of trying to create content in-house, Elexsis ran a campaign on AspireIQ and was able to get all of the content she needed for the brand’s Sephora.com launch from influencers she partnered with on the AspireIQ platform.
Increasing content creation while reducing costs by 90%
Since partnering with AspireIQ, Elexsis has been able to increase content creation for Makeup Eraser on a massive scale.
“Content is something that typically you’d have to hire someone for. AspireIQ gives brands the ability to easily get content without having to hire a photographer or videographer–it’s a massive saving for the brand.”– Elexsis McCarthy, CCO at Makeup Eraser
Influencer-generated content is a fraction of the cost of professionally produced content, yet it does not lack in quality. Elexsis recalls spending $3,500 just for one professional video. For that price, she has received up to 10 videos or 30 pictures from influencers. That’s a 90% reduction of costs!
“I worked with a micro-influencer with only 13k followers, but her husband is a professional photographer. I think I spent around $50 on her video, but it could have been a created by a professional media company, the quality was so good.”– Elexsis McCarthy, CCO at Makeup Eraser
Always-on content engine
Since working with AspireIQ, Elexsis has been able to create long-term relationships with 50+ influencers that she knows can provide her with high quality content for product launches, paid ads, and various marketing campaigns.
The Makeup Eraser team no longer produces content in-house because, with the same budget, Elexsis can source 10 times the amount of content by partnering with influencers. And because influencer-generated content is a byproduct of her influencer marketing campaigns, she is able to extract the maximum value from each investment. Now, all of the content that Makeup Eraser uses in paid ads, on their website, and on their owned social media channels is repurposed from influencer partnerships.
Influencer-generated content is not only inexpensive and accessible, it is high performing. Unlike brand-produced content, influencer-generated content is diverse, and highly engaging because it comes from real fans of the brand. For this reason, Elexsis has seen amazing results when using influencer-generated content in paid ads on Facebook and Instagram.
“Influencer content brings a creative touch that one creative team can’t come up with internally. I find that most of the influencers are artists. It is their job is to create really cool content.”– Elexsis McCarthy, CCO at Makeup Eraser