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Incubeta Ignite X Marks & Spencer - Influencer Marketing

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Incubeta Ignite X Marks & Spencer - Influencer Marketing

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Marks and Spencer international's Hannah Tyrrell presents a piece on how to create the perfect strategy for an influencer marketing campaign, based on M&S's current influencer strategy. She explores monitoring success not only on ROI but also on maximising the value of the content provided.

Marks and Spencer international's Hannah Tyrrell presents a piece on how to create the perfect strategy for an influencer marketing campaign, based on M&S's current influencer strategy. She explores monitoring success not only on ROI but also on maximising the value of the content provided.

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Incubeta Ignite X Marks & Spencer - Influencer Marketing

  1. 1. Hannah Tyrrell Social Marketing Manager Marks and Spencer M&S’s Approach to Influencers ©2020 INCUBETA. ALL RIGHTS RESERVED.
  2. 2. M&S INFLUENCER MARKETING HANNAH TYRRELL INTERNATIONAL SOCIAL MARKETING MANAGER
  3. 3. PLANNING AN INFLUENCER CAMPAIGN CLARITY: Be clear about what you’re trying to achieve with influencers MEASURABILITY: Set a clear and fair KPI for defining success (ROI) PRECISION: Select the right collaborator(s) to achieve that goal AMPLIFICATION: Maximise and extract value from every collaboration
  4. 4. “84% of marketers feel proving ROI of influencer marketing is a challenge” Influencer Intelligence - Influencer Marketing 2020
  5. 5. CAMPAIGN & GOAL SETTING AWARENESS CONSIDERATION DECISION KPIs SHOULD BE: 1. Relevant to your campaign goal 2. Use cost per result metrics to allow for benchmarking ROI REACH / IMPRESSIONS= CPM ENGAGEMENT= CPE SALES =ROAS
  6. 6. “...marketers listed brand promotion as their primary reason for working with influencers” Talking Influence - PerformanceIN (October 2019)
  7. 7. AWARENESS: REACH THE RIGHT AUDIENCE
  8. 8. “Choosing the right influencer... can help create relevancy within a receptive target audience to ultimately drive business” The Drum (November 2019)
  9. 9. CONSIDERATION: BE FASHIONABLY RELEVANT Challenge: M&S is seen as uncool and unstylish Solution: Engage fashion tastemakers to style M&S product; challenging that perception and driving consideration amongst their fashion-conscious audience
  10. 10. CONSIDERATION: BE LOCALLY RELEVANT Challenge: M&S trades in counter-seasonal markets, like Australia Solution: Engage a selection of Australian influencers to create seasonally relevant, market-appropriate content to localise the M&S product offering
  11. 11. “With average savings of 24% ... influencer content is set to replace stock images and professional shoots” Talking Influence - PerformanceIN (Oct ‘19)
  12. 12. DECISION: EXTRACT VALUE FROM CONTENT +41% orders +1.7ppt CVR +33% CTOR +22% sales
  13. 13. “In the future, brands and influencers will work even closer to build and foster communities that engage in a shared passion for what those brands make” Talking Influence - PerformanceIN (Oct ‘19)
  14. 14. DECISION: MAXIMISE RELATIONSHIP VALUE ✓ Negotiate payment to improve cost-efficiencies ✓ Organic coverage and additional deliverables ✓ Presents a genuine collaboration with truly invested influencers ✓ Build greater trust with audience, who value consistency ✓ Block competitor collaborations to help own that space
  15. 15. RELEVANCY Their voice, authority & credible opinion AUDIENCE Their values, brand alignment & following CONTENT Their imagery, videos & words Stop trying to prove influencer ROI Focus on extracting and maximising value CONCLUSION:
  16. 16. THANKS FOR YOUR TIME

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