Prepared for Ryan D. | Delivered February 22, 2020
Influencer Marketing Case Studies
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To provide case studies with supporting information about the efficacy of influencer marketing.
Case #1: Tiffany & Co — Transformation of brand perception
Tiffany & Co had the
challenge of transforming the brand
perception to attract consumers who were trendy and fashion forward. The concept they came up with was to use an edgy and rebellious collection that spoke to creativity and versatility while using Lady Gaga as their influencer to market the collection.
The new product offering called HardWear was launched during the Super Bowl and was
directly aligned with Lady Gaga's
involved making an entrance with Lady Gaga's video narrative and opportunistic placement and well as maintaining the momentum through messaging and publications.
Tiffany & Co's marketing involved
targeting customers on YouTube and Facebook
as well as those who searched for Lady Gaga and selecting only influencers who aligned with what HardWear collection symbolized.
10% increase in
sales for the first of 2017 when compared to that of 2016 in North America, a 135% increase in search for HardWear collection products between February 2017 and June 2017, increased views on YouTube, a 148% increase in ad recall and an 8-point increase in Brand Affinity in North America.
Case#2: Thymes — Reaching target audience
Thymes had the
of reaching its target audience and increasing product sales and decided to leverage an influencer marketing campaign with authentic content.
Thymes formed a partnership with Linqia which helped them to
target and bring brand awareness
to women age 25 – 55 using 71 “power-middle” influencers with an audience of between 10,000 and 250,000 followers.
influencers shared Thymes' products
with their respective audiences for Mother's Day as well as the holidays.
423% purchases above the target, more than 15,000 visits to Thymes website, 10.9 million potential impressions, and 17,164 online engagements across social media posts as well as blogs. This was as a result of the 1,062 pieces original content created by Linqia influencers in the marketing campaign.