Beauty under the influence

@FIGorout @sssourabh

Sourabh SharmaFIG or out

beauty under the influence

@FIGorout @sssourabh

Influencer Marketing

“popular kid in school” + “followers” + “marketing”

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Happy 9th birthday iPhone

happy 300th birthday marketing and technology

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“A hipster cousin of celebrity

endorsements”

“60% of beauty and

fashion brands use influencer

marketing“

“Native advertising and

embedded marketing message”

“Targeting and effectiveness”vs paid search, paid social media, 30

second spots, etc.

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Content, promotion, content and tools depend on objectives and budgets

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4Key Points

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do not just sell

influencer lifestyle + community

>product

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do not just sell

Chrissy Teigen (TV host / model): talks candidly, like herself, with an embedded message.

Followers it

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make the brand

relatable

2

resonate with a core emotion or message

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Pink to Queen Latifah talking about #GirlsCan and setbacks in a male dominated world

Non brand users chime in

make the brand

relatable

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make influencer

s the enablers

3

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make influencer

s the enablers

3

+ YouTube beauty expert Michelle

Phan =

em michelle phan

+ YouTube influencer Carli Bybel

= affordable eye shadow palette

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launch a new

product or line

4

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launch a new

product or line

launched effectively on Instagram

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3Caveats

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the saturation of influencers

NichesRed flags

Buyable followingsPlethora of Analytics

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the saturation of influencers Malcolm Gladwell

Influence =

Audience Reach (# of followers)

x Brand Affinity (expertise and credibility)

x Strength of Relationship with Followers

1

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59% of marketers say that engaging with influencers is a challenge

Influencers can endorse competing brands over a longer time period

2

questionable product loyalty

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regulatoryGuidelines on digital advertising:

“People who are paid for posts must disclose this in a clear and conspicuous way”

FTC(Federal Trade Commission)

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regulatory

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identifyinfluencers whose personalities and

beliefs are relevant to the brand

trustwill lead to loyalty

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Sourabh SharmaFIG or out

beauty under the influence

thank you!