Influencer Marketing with UK based Influencers | Everything You Need to Know

What is influencing? If you’re on social media, chances are you’ve scrolled past an

influencer campaign. A social media influencer is an individual who has established

credibility through their social media presence. The purpose of their role is to

collaborate with brands to promote a specific product or service on their platform

and boost sales for the company by influencing their audience through word of

mouth and trust. This article will take a look at UK based company “In The Style”

and how they made £65k in sales in the first hour launching their new collection in

collaboration with influencer Lorna Luxe.

In The Style took part in a documentary with BBC, showing the ins and outs of the

lead up to their launch day of their new collection.

How did in In the Style launch the campaign?

They created buzz around the brand by holding an influencer event prior to their

launch. This entailed flying influencers, including Lorna Luxe (800k Instagram

followers at the time) to a luxury destination in Cannes. The trip consisted of the

influencers, with a combined following of 18 million, posting and advertising the

clothing collection to their audience on their social media platforms. These

influencers, all of which have high credibility within the fashion world ultimately

influence consumers to purchase these clothes on the launch day, which was

successful, with In The Style selling £65k in the first hour.

Firstly, you need to understand the purpose behind building influencer relations

and the objectives of your campaign. For example, you may want to increase

brand awareness to strengthen brand image. This could be achieved by collaborating with an influencer suited to your brand and target audience. As a result, followers who give their confidence to said influencer may gain trust in your brand more which can boost sales.

Secondly, understanding how to research influencers is key for your company. You

need to understand your audience in order to find an influencer best for your

company. For example, if you are a beauty brand, a beauty influencer would be

sufficient. However, you must consider that not all beauty influencers share the

same audience, some may target middle-aged individuals, some may target

millennials. You can find your perfect influencer through research. How? By

searching relevant hashtags, google alerts or blogger outreach programmes.

Ensure that you plan out your campaign in phases and establish a clear timeline for

when your influencers should post.

What about your ROI?

Finally, you must have a clear knowledge on how to calculate your ROI from

influencer marketing. This can be achieved in a few simple steps.

Firstly, you should set campaign goals and SMART objectives such as increasing

sales by x% or reaching new target audiences. To make these objectives SMART, you

need to define the metrics to measure your campaigns success. For instance, if you

are aiming to increase revenue, define by how much in price or percentage growth.

Our final tip, if you are working with multiple influencers, measure their

success using metrics. This way, you can understand which influencer is the most

efficient for your brand and which aren’t meeting your expectations. This can be

marked by total impressions, number of clicks to your site and revenue.

Looking to get started with your influencer campaign? Send us a quick e-mail at andrada@missandrada.com and book your FREE consultation call. We’re more than happy to help