Elevating influence: An agency’s leap into real results influencer marketing

This post is sponsored by KOLS.ASIA.

In the world of influencer marketing, our agency had a big challenge: standing out online in a saturated space with influencers. This is the exciting story of our agency’s transformative journey – we not only received attention on social media, but also real and impressive results. Say “hi” to the time of “real user campaigns”, and the rise of the key opinion consumer (KOC).

Navigating the challenge: Rising above digital saturation

The Eucerin ProACNE Solution found itself losing ground online as competitors flooded social media with influencers. Our traditional influencer strategy, once effective, had reached a saturation point, demanding a sharp strategic pivot.

The conventional methods employed by key opinion leaders (KOLs) or celebrity endorsements were falling short in sparking meaningful engagements. What emerged from this challenge was a strategy that not only encouraged influencers to provide added value, but also highlighted noticeable results of using the Eucerin ProACNE Solution.

The innovation: KOCs taking centre stage

In came the 1-9-90 strategy where we generated buzz and awareness through A-listed celebrity KOCs. We utilised 1% of the overall influencer marketing budget); generated talk-ability and showcased product benefits through the 9% of mega to micro-tier influencers; and finally utilised the majority (90%) of the influencer marketing budget on real user testimonials, showcasing not only the product efficacy, but real and raw genuine testimonials from users who used the products and saw the results.

To regain social share of voice and establish the credibility of the Eucerin ProACNE Solution, we formulated a strategy centred on delivering real results. Each KOC boasted a follower count of between 1,000 and 5,000. Equipped with Eucerin ProACNE Solution products, these KOCs embarked on a journey of creative expression, sharing testimonials that distinctly showcased the transformative results they achieved.

Execution: Orchestrating user-generated content and giveaways

The symphony of the campaign featured 500 carefully chosen KOCs, thoughtfully divided between Instagram and TikTok, and further categorised into micro and nano influencers. Each influencer received three Eucerin ProACNE Solution products and was tasked with creating either an Instagram Reel or TikTok video, providing a unique and personal portrayal of their skincare journey with the products.

To enhance reach, all 500 KOCs conducted mini giveaways, resulting in a staggering total of 2,500 winners. To ignite further creativity, an internal contest was launched, motivating the top 20 KOCs to compete for cash prizes and an assortment of Eucerin products.

The delivery and posting of content was meticulously organised into five batches, each comprising 100 KOCs, strategically launched over two weeks.

Performance: Exceeding expectations and shaping conversations.

With a budget allocated for success, the campaign exceeded expectations – doubling the estimated reach to over 600,000 people in two weeks. With 90,000-plus engagements, and a 4% overall engagement rate at a cost per engagement rate of RM0.83, it successfully regained the engagement market share from competitors.

This strategy transformed influencer marketing while setting a new industry benchmark. Welcome to the future, where real results matter, and the key opinion consumer reigns supreme.

Elevating influencer marketing: The pivotal role of user-generated content surpassing project-generated content

User-generated content has seen a steady rise in importance for influencer marketing because of its authentic nature. Cultivating genuine engagements from the audiences, it strengthens the trust through peer recommendations, creates a sense of community, and is cost-effective.

By allowing brands to tap into the diverse creativity of the influencers, they are thereby able to form a dynamic and relatable brand narrative that resonates on a personal level with consumers, nurturing long-term loyalty and engagement, while also providing a real-time reflection of how products integrate into diverse lifestyles, contributing to a more inclusive and effective marketing strategy.

If you want to find out more about how we used the 1-9-90 strategy to create buzz and talk-ability through our influencers, get in touch and let’s do some great stuff.