IT Cosmetics Influencer performance program

The Challenge

Create a process to optimize the influencer channel & measure activation performance beyond likes.

The Solution

By leveraging unique links (UTMs) with each activation, we were able to track the behavior of every influencer’s audience on the brand website.

We used this information to build a feedback loop that measures individual influencer return on investment (ROI), produces more efficient campaigns, & segments audiences for full-funnel shopper journeys.

The Result

2.1x year-over-year ROI growth in the influencer channel.

Key Skills Applied

Influencer marketing, data analysis, team leadership, employee training.

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Event summary slide

Topline statistics from Lash Blowout influencer campaign

Detailed overview of top influencer performance for Lash Blowout, used to optimize spend on future influencer campaigns

A detailed summary of each influencer’s audiences, leveraged to connect with shoppers of specific demographics

Product performance report from the campaign, providing insights on cross-purchase behavior, related products to the influencers, & top samples ordered, which were retargeted to purchasers in full-size

Influencer campaigns don’t just impact social channels. I implemented a system to show campaigns’ impacts on other channels as well.