Beauty under the influence
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Transcript of Beauty under the influence
![Page 1: Beauty under the influence](https://reader036.fdocuments.in/reader036/viewer/2022062822/587c09b51a28ab03768b5251/html5/thumbnails/1.jpg)
@FIGorout @sssourabh
Sourabh SharmaFIG or out
beauty under the influence
![Page 2: Beauty under the influence](https://reader036.fdocuments.in/reader036/viewer/2022062822/587c09b51a28ab03768b5251/html5/thumbnails/2.jpg)
@FIGorout @sssourabh
Influencer Marketing
“popular kid in school” + “followers” + “marketing”
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@FIGorout @sssourabh
Happy 9th birthday iPhone
happy 300th birthday marketing and technology
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@FIGorout @sssourabh
“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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@FIGorout @sssourabh
Content, promotion, content and tools depend on objectives and budgets
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@FIGorout @sssourabh
4Key Points
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@FIGorout @sssourabh1
do not just sell
influencer lifestyle + community
>product
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@FIGorout @sssourabh1
do not just sell
Chrissy Teigen (TV host / model): talks candidly, like herself, with an embedded message.
Followers it
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@FIGorout @sssourabh
make the brand
relatable
2
resonate with a core emotion or message
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@FIGorout @sssourabh2
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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@FIGorout @sssourabh
make influencer
s the enablers
3
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@FIGorout @sssourabh
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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@FIGorout @sssourabh
launch a new
product or line
4
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@FIGorout @sssourabh4
launch a new
product or line
launched effectively on Instagram
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@FIGorout @sssourabh
3Caveats
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@FIGorout @sssourabh1
the saturation of influencers
NichesRed flags
Buyable followingsPlethora of Analytics
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@FIGorout @sssourabh
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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@FIGorout @sssourabh
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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@FIGorout @sssourabh3
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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@FIGorout @sssourabh3
regulatory
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@FIGorout @sssourabh
identifyinfluencers whose personalities and
beliefs are relevant to the brand
trustwill lead to loyalty
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@FIGorout @sssourabh
Sourabh SharmaFIG or out
beauty under the influence
thank you!