#HMLeague
Are you getting the most ROI out of your influencers?
With such a oversaturated market - how do you make sure your brand stands out, the partnership is authentic, and you see results? You build relationships with the influencers and co-craft a mutually beneficial long-term ambassador program together.
We want to work with people who will love the brand, spread positive sentiment and brand values, beyond a ‘one and done’ contract.
what is an influencer
It’s all about utilizing different content creators to produce content on behalf of your brand. These people have a strong influence on a brand’s industry or target audience.
In a marketing strategy, a brand enters an agreement with the influencer where the influencer exposes their audience to the brand’s messaging or content for a specific campaign or time period.
The influencer marketing industry is on track to be worth up to $15 billion by 2022 (Business Insider Intelligence).
why build an influencer strategy
The benefits of influencer marketing include:
Build trust with your customers
Maximize your brand reach
Diversify your content assets
Tap into difference audience sizes to diversify influencer objectives (sales to reach)
Reach (niche) target audiences
Introduce value to your audience by introducing them to new content
Show up for your customer by adding diversity through representation
how to turn your influencers into ambassadors
The team came up with 12 steps to define the success of our ambassador program. Here is some of what I learned:
For the prework, we focused on finding the right talent, and determined budgets for fees and activations before “sealing the deal” with our #HMLeague.
We kicked off our launch with sending personalized welcome kits for our ambassadors, along with the first creative brief. We determined ways of working to prepare for our influencer content going live!
Pulling KPIs for monthly reporting, we accessed our ambassadors’ analytics to see what works and what doesn’t work. This helps us make decisions on how to move forward.
results and key takeaways
Ambassadors do more. By treating influencers as if they were interviewing for a position at our brand, we’re able to build relationships by working off feedback sessions and scaling results.
The Palm Springs event that kicked off #HMLeague during festival season had a total of 68 posts contracted, but influencers posted 554 posts. The event generated more traffic and revenue on social than previous Black Friday social periods (Google Analytics).
“Being a part of the H&M League has been a fundamental element of my success this year. My engagement is better than ever and because of this exposure I’ve gained strong exposure to new audiences and followers. My H&M content is now some of top content!”
— @officiallyquigley (335k followers)