Manage campaigns and influencer relationships  in one place

Charlotte Tilbury: A Timeless Success

The success story of Charlotte Tilbury is now internationally recognized. Since its establishment in 2013, the brand founded by the makeup artist has evolved into an empire, reigning atop the beauty and makeup industry as one of the most appreciated and utilized brands. Each new product launch is accompanied by a distinct communication and influencer campaign. Notably, the actor from the successful movie “Barbie,” @ncutigatwa (with 2.5M followers on Instagram), became the face of the new Magic Hydrator Mist. Revealed on TikTok in early June, this seasonal product joined the brand's iconic lipsticks, frequently sold out globally due to social media virality.

This collaboration gained considerable attention and secured a prominent place across all of the brand's social media accounts. On YouTube, a 'Shorts' video garnered over 2K views, presenting the actor's “Get Ready with Me” routine for the film's premiere. Meanwhile, the brand highlighted this exceptional partnership on Instagram through a 'Reel,' amassing over 514K views. The same video posted on TikTok has reached over 83.7K views at the time of writing. Charlotte Tilbury’s striking strength lies in creating omnipresence across its social platforms, leveraging the popularity of a trendy personality.

Liewood Design: Marketing Influence for Sustainable Values

Liewood Design, a Danish brand established in 2015, exemplifies the synergy between design and childcare, promoting positive change. Embracing sustainability and responsible materials, Liewood offers children's products in fashion, décor, furniture, and the culinary realm, featuring accessories for kids' meals. With 454K followers on Instagram and 1.4 million views under #liewood on TikTok, the brand has built an empire in just 8 years, allowing parents to blend aesthetics with parenthood.

@danijela.kusec (with 16K followers on Instagram) showcases the summer 2023 range, almost complete for her children, emphasizing the beauty and practicality of the products. Liewood’s children's meal accessories represent a revolution in the sector, departing from traditional flashy designs to offer ergonomic and transport-friendly options. Here, Liewood stands out by creating innovative products that seamlessly integrate into everyday life, prominently featuring designer Anne Marie Lie Norvig. The brand’s uniqueness lies in engaging the entire family as content creators, making them the essence and guarantors of the brand image.

Chipotle: Masters of TikTok Challenges

With 1.7M followers and 35M likes, Chipotle made a strategic move to invest significantly in TikTok in recent months. Recognizing that over 50% of its customer base constitutes Generation Z, particularly active on the platform, the company capitalized on this trend. Chipotle also discovered that Generation Z placed take-out orders as frequently as millennials but ordered 3 to 4 times a week.

In May 2019, Chipotle launched its inaugural TikTok challenge, #ChipotleLidFlip, during the summer vacation period for its target consumers. To bolster the hashtag's usage and maximize entries, the brand collaborated with Gen Z content creators who were avid Chipotle enthusiasts, including YouTuber David Dobrik (with 18.3M subscribers on YouTube). His TikTok video amassed over 600K likes, 1,700 comments, and over 15K shares within days! The #ChipotleLidFlip challenge garnered participation from hundreds of thousands of users worldwide, attempting the challenge and sharing their attempts with the branded hashtag.

Given the resounding success of this challenge (the hashtag #ChipotleLidFlip now boasting over 328M views), Chipotle swiftly recognized the potential of influencer partnerships. In August 2019, the brand collaborated with Loren Gray (with 49M TikTok followers) for National Lawyer Day, launching another hashtag challenge, #GuacDance, which also gained immense traction. Loren Gray's KOL video received nearly 709K likes and over 5K comments, sparking a viral trend. The campaign accumulated a staggering 500M views, setting a new record as the top-performing brand challenge in the United States. The hashtag has now amassed over 1 billion views. The TikTok challenge resulted in Chipotle serving the largest-ever portion of guacamole, totaling over 800,000 servings

An influencer marketing campaign can have several objectives: building brand awareness and visibility, increasing engagement on social media, conversion (sales, newsletter signups, free trials, etc.), or building your brand account community.

No more juggling between seven tabs from seven different applications as a team to organise campaigns. No more losing performance data in cross-platform collaborations, and no more manual preparation of weekly monitoring reports. With our unified platform, you can now manage and run each campaign seamlessly, accessing everything in one centralised location.

The most effective way to conduct influencer marketing campaigns is through an IRM tool like Kolsquare. Kolsquare allows you to search and analyze potential influencers for your campaigns, contact them directly and track all your campaign and KOL performance KPIs in one place.  

An influencer marketing campaign leverages social media personalities with strong communities of followers to promote products and services. The most effective campaigns are those in which brands partner with influencers or content creators who are considered experts in their specific niche.

Your collaborations with influencers can significantly propel your marketing strategy, as you're aware. Now, it's time to streamline their management across all your channels, providing you and your team the convenience you deserve: consolidating all steps into one platform, ensuring the entire team operates from a unified platform, and maintaining real-time control over campaign performance.

In today’s hyper-competitive market place creating long-term partnerships with qualified influencers is essential to ensuring sustainable performance of your influencer marketing strategy. The first step is ensuring that your brand values align closely with those of the influencer: meet with them personally and invite them to visit the company so they can evaluate you, as you evaluate them. Be transparent and fair in all your dealings; offer clear, honest contracts. Co-collaborate on content and trust their instincts when it comes to creating content that will resonate with their audiences.  

The Four M's of influencer marketing are Make the influencers work, Manage the relationship and campaign, Monitor progress, and Measure results. This framework guides you through your entire influencer marketing strategy, from finding the right influencers to creating reports.

It ensures you find influencers with the right size of reach and engagement to connect with users in your target audience. From there, campaign management and assessment are key.

The Four M framework shows that data is king for influencer marketing. Three of the four stages require time-consuming data analysis to get right.

To shortcut the process without cutting corners, choose an influencer marketing platform like Kolsquare. It will simplify every step of your campaign by providing AI-driven searches to help you find and manage KOLs with engaged audiences in your niche. Once your campaign is running, Kolsquare gives you in-depth reports filled with easily digestible and actionable insights.

An influencer marketing platform simplifies influencer management from start to finish. Here's how it works:

1. Find Influencers: A platform's intelligent search tools with advanced filters will ensure you can quickly select influencers who match your brand’s specific criteria.
2. Manage Campaigns: Communicate with influencers directly through the platform to coordinate campaigns and track deliverables from all your collaborations on one dashboard.
3. Monitor Performance: An influencer platform’s built-in analytics track campaign results based on engagement and other key metrics. They provide actionable and digestible insights that help you adjust your strategies to enhance effectiveness.

Platforms help you manage your influencer relationships efficiently and quickly achieve your marketing goals.

Kolsquare has an extensive network of over 3 million influencers with different-sized audiences, from nano to mega-influencers. Once you’ve found who you want to work with, you can manage your entire campaign through the platform, filtering out the noise and reducing operational complexity.

Book a Kolsquare demo today.

Agencies work closely with brands to develop marketing strategies. They often designate small teams to work with each brand and determine the right influencers from their database. However, many agencies specialise and only offer a limited pool of creators. And while agencies’ hands-on approach can guide you through your campaign end-to-end, it may result in higher costs.

Another way to develop an effective campaign quickly is to use an influencer marketing platform to access the data you need to identify the right influencers and develop successful strategies.

Platforms like Kolsquare make launching influencer marketing campaigns–even complex ones–easy. You can find influencers, outreach, manage relationships, and monitor results all on one platform.

An influencer program should be designed around your target audience. Ask yourself the following questions: Which social media platforms are they on? Who are the influencers engaging them? What type of content do they prefer?

This will help you identify which influencers can help drive awareness and through what method, whether it’s sending free products, using affiliate links, or forming long-term partnerships.

Once you've identified Key Opinion Leaders (KOLs) in your niche, you can create an in-depth campaign that reaches and engages with your target audience.

Developing a strong influencer network is key to a successful influencer marketing strategy. The most important thing is to find influencers who resonate with your target audience and whose content aligns with your brand’s aesthetic and ethos.

Use social media analytics and influencer marketing platforms to discover influencers who engage authentically with their followers and maintain high engagement rates.

To maintain your network, your approach to influencer relationship management should focus on building long-term relationships rather than one-off transactions. To build strong bonds, speak to influencers like people, understand their reasons for creating content, and communicate transparently about what you expect from the collaboration.

Choosing the right influencer management tools can streamline your influencer marketing strategy, helping you to effectively find, manage, and evaluate influencers with all sizes of reach.

Kolsquare is a popular influencer marketing platform that offers features like influencer discovery, campaign management, and performance analytics. You can keep in contact with influencers working on any platform on Kolsquare's simple dashboard.

Try a demo today!

Other platforms, such as Grin and Klear (now part of Meltwater), are strong contenders in the influencer management space. Grin offers AI-powered influencer discovery and relationship management tools, while Klear provides in-depth audience insights and campaign reporting.

Working effectively with influencer agents requires clearly defined campaign goals and budgets. Ensure you choose agents with a proven track record and clearly communicate your expectations.

Provide them with a detailed brief, trust their expertise to find the right influencers, and maintain open communication throughout the campaign for ongoing adjustments and optimisation.

It can be more effective to contact influencers directly through an influencer platform.

An influencer manager oversees and coordinates all aspects of influencer campaigns, such as selecting suitable influencers, negotiating contracts, managing communications, and ensuring that the content aligns with the brand’s goals.

Managers also monitor campaign performance, optimise strategies, and maintain relationships with influencers to maximise campaign effectiveness and ROI to produce better results.