Case Studies

Challenge

Missguided wanted to scale their influencer marketing programs. With many Influencer marketing stakeholders across digital and PR teams resources were not being used efficiently. Missguided was also lacking a unified reporting and tracking to evaluate influencer activity.

Solution

Brandnew provided Missguided with a centralised system where each team member receiving their own login. Campaigns, influencer relationships, results, and planning could now be accessed and easily coordinated between departments.

Results

With Brandnew’s platform, Missguided was able to recruit a ‘Brand Army’ of influencers accessible across the organisation and able to run multiple campaigns in parallel. The streamlined workflow allowed Misguided to launch and maintain “Always on” activities with minimal hands on co-ordination. With Brandnew’s comprehensive reporting Missguided was also able to understand which influencers generated the best results and continuously improve the ‘Brand Army’ in order to optimise budgets.

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Colossal Go Extreme

L’Oréal Paris supported the launch of their new mascara with a photo contest on Instagram. Influencers encouraged their fans to share dark, mysterious makeup looks and product shots for a chance to win a trip to New York.

22 Influencers made 36 campaign posts using the hashtag #darkside and more than a 1000 posts were generated by the Instagram community. This resulted in 121,837 total interactions on the campaign posts and generate a 30% account growth for @maybellinenewyorkde.

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The eyes are the windows of the soul.

A post shared by Galina Jahns 🎀 (@galina90) on

Love the Ocean

The goal of the campaign was to support the joint Davidoff and National Geographic project aimed at raising awareness and helping protect the ocean. Influencers received bottles of Davidoff Cool Water fragrance and posted photos showing what the ocean means to them.

Each influencer posted a total of four images, two of which featured the limited edition of the Davidoff perfume bottle. They encouraged their followers to support the campaign by posting their own photos and tagging them with #LoveTheOcean, #WhatMakesTheOcean and @Davidoffcoolwaterperfumes mention. This resulted in additional 7,655 community posts reaching 56M people all around the world.

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Colour and Taste

Premium and authentic, each square of Green & Blacks chocolate is made with passion and the finest ingredients. Instagram influencers helped promote Green & Black’s unique mix of taste and colours through bright and lively photos.

25 selected lifestyle and food loving influencers received packages of Green & Black’s chocolate, which they featured in their Instagram posts using the hashtag #greenandblacks. As a result, the campaign reached 6.94M people, achieving over 16K likes and comments and gaining 2,419 followers for Green & Black’s Instagram account: @greenandblacks.

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Absolut Warhol

To celebrate Andy Warhol, the creator of Absolut’s logo, the brandlaunched a limited Andy Warhol Absolut Vodka edition. Influencers helped promote the launch with colourful and creative pop-art photos.

Seven influencers received an “Absolute Warhol” set, consisting of an Andy Warhol designer bottle and some stickers. They used these to reflect pop art in their posts. Followers were encouraged to join the campaign by sharing their own pictures tagged with #absolutwarhol for a chance to win one of the Warhol bottles. As a result, 1,866 community posts were generated and the campaign reached 4.3M people.

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Challenge

Cannon needed to improve the way influencers were managed in the organisation, going away from decentralised spreadsheets and slow influencer payouts. This became a priority after a large scale campaign was planned where Canon needed to identify a new group of influencers within the creative space.

Solution

With the Pro Plus subscription Cannon had access to the full product stack with the support of a dedicated success manager. The extra support allowed Cannon to deploy quickly and get assistance in areas where the team had less experience.

Results

Through the chat function, Canon was able to contact and grow relationships with new influencers. Access to live and detailed reports allowed the marketing teams at Cannon, and their agency partners, to understand the impact of their influencer marketing activities and continually optimise their influencer spend. Canon was also able to build relationships with over 50 new influencers within the Photography and Creative space. They were also able to streamline and reduce the number of invoice payouts from over 75+ to 1 through the automated payout system.

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Challenge

Marriott have always worked with a close network of brand ambassadors. They have a strong (and likeable) brand and lots of opportunity for great content. However, their key challenge was scaling this whilst retaining personalised relationships and close control over the type of content that was being produced.

Solution

Audience demographic analysis was used to find influencers with the best audience in terms of location, income and age. Our team helped Marriott to build meaningful influencer relationships across 21 counties Globally. Marriott have full Success Management support from our team to keep control over the type of content being posted, and always ensuring the right tone of voice is used.

Results

Marriott are now able to run many types of influencer activity. One of which being ‘Always on’ which involves building deep relationships with key ambassadors over 12 month periods.  Another type is more campaign lead, mainly focussed around new property openings, or a promotion launch. On average, Marriott’s campaign reach is 17million per month with an average engagement rate of 3.2%.

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