Three brands move forward with off-the-beaten-path influencer marketing strategies



Over the past year, we have all experienced massive changes in many aspects of our lives: the way we work, shop, socialize. Even as businesses reopen in many parts of the world and people trade masks for makeup, 2021 continues to be a time of transition, with the post-pandemic rules of life still taking shape.

Like just about every industry, the influencer economy has evolved dramatically from 2020 to 2021. For many content creators and their followers, the ambitious ethics of pre-pandemic influencer posts has been replaced by a heavy emphasis. on social impact and authentic connection. Meanwhile, the growing influence of Gen Z female consumers, who deeply value individuality and creativity, has paved the way for a proliferation of avant-garde makeup trends. In short, the old rules of influencer marketing were out of date and to be successful brands, like influencers, had to think outside the box.

In this article, we’ll dive into the innovative strategies that set three forward-thinking brands apart from the competition, and present the key takeaways that other brands can use to replicate their success.

Savage x Fenty stays true to reality with #SavageXIRL campaign

See you later, Victoria’s Secret. In 2021, the lingerie old guard officially retired, leaving Rihanna’s Savage x Fenty as the reigning queen of underwear. After steady momentum, the label recorded an explosive 153% year-over-year increase in acquired media (EMV) value from June 2020 through May 2021, grossing $ 331.0 million EMV. This growth was fueled by a 69% year-over-year expansion of the Savage x Fenty influencer community, which reached 5.3,000 content creators.

It’s impossible to talk about Savage x Fenty’s influencing strategy without mentioning the brand’s successful fashion show, which effectively replaced the late Victoria’s Secret runway as the the lingerie event of the year. While many fashion brands struggled to digitize their shows during the pandemic, Savage x Fenty hosted a blockbuster virtual event in October, featuring cameos like Lizzo and Cara Delevigne. The #SavageXFentyShow mentions generated $ 4.3 million EMV throughout the month (in comparison, Prada racked up $ 1.7 million EMV through content tagged # PradaFW21 when it aired online in February).

Savage x Fenty has also inspired a constant flow of high impact content through its ongoing #SavageXIRL campaign, which, in keeping with the brand’s focus on body positivity and self-acceptance, invites influencers to share unretouched photos of themselves in Savage x Fenty parts. While not a new initiative, the inclusive campaign took off in late 2020 and continued its momentum through 2021, with style bloggers such as Bella Ramos regularly displaying the brand’s lingerie in posters. loving messages at home. In total, #SavageXIRL mentions brought in $ 3.9 million EMV from June 2020 to May 2021, more than double its total of $ 1.7 million in the previous 12 months.

Danessa Myricks Beauty Shows Off In Cutting-Edge Makeup Looks

There’s no denying that the pandemic has been tough on the cosmetics industry – other than the occasional Zoom happy hour, home life offered few opportunities to get glamorous. So how did Danessa Myricks Beauty manage to not only escape the steep drops in EMV faced by many other makeup brands, but also almost double her total EMV? From June 2020 to May 2021, Danessa Myricks Beauty raised $ 61.9 million EMV, a 99% increase year over year, while her community of 3.0k influencers marked a 94% expansion year-on-year.

The secret of the brand’s success? Strong relationships with content creators who used makeup less for glamor and more for edgy self-expression. Take the brand’s main EMV influencer, makeup artist Linda Hallberg, who often finishes off her vibrant cropped folds with 3D rhinestones and even artificial flowers. Linda shouted Danessa Myricks Beauty in 119 awesome posts from June 2020 through May 2021, generating $ 2.8 million EMV.

Notably, Danessa Myricks Beauty actively invested in her partnership with Linda by offering the influencer opportunities to expand her own platform: in February, for example, Linda herself joined Danessa Myricks during a makeup demonstration during of The Makeup Show beauty convention, which took place virtually. This year. Danessa Myricks Beauty has also featured more widely in the cutting edge looks of established and smaller-scale content creators, raising $ 4.6 million EMV through #CreativeMakeup posts from June 2020 through May 2021, an improvement over the previous year. hashtag’s total of $ 1.1 million over the previous 12 months. .

Insert the name Here becomes the it-brand of e-girls

TikTok has introduced plenty of new trends to the social media landscape, from wacky dance videos to unlikely food combinations (Takis and cream cheese, are you up to it?). The main cultural contribution of TikTok is the “e-girl” aesthetic, characterized by dewy skin, bold eyeliner, and colored hair or wigs. One wig brand in particular has capitalized on the age of the e-girl to generate significant growth on social media: Insert name here. With a network of 2.5,000 influencers, the brand fueled $ 58.7 million EMV from June 2020 to May 2021, up 48% from the previous year.

Throughout the monitored period, Insert Name Here sent wigs and extensions to popular TikTok designers like Tatyana Joseph and Avani Gregg, who proudly showed off their new “dos.” The two Gen Z stars made the brand’s top 10 EMV drivers, contributing $ 635.3,000 and $ 611.8,000 respectively, while #TikTok mentions raised 637.1,000. $.

In addition to strengthening its influence on the abbreviated video platform, the brand caused a stir by teaming up with powerful influencer Liane Valenzueva for a clip-on ponytail product released in September. Longtime Insert Name Here fan, the lifestyle blogger enthusiastically touted the release of her wig and consistently sported it on Instagram, becoming the brand’s # 1 revenue stream with $ 2.6 million EMV out of 151. publications.

As influencers and consumers begin to venture out of their homes and readjust to in-person gatherings, the social media landscape will continue to transform. That said, adaptability, innovation and openness will remain the key to the growth of brands won media. From the accomplishments of Savage x Fenty, Danessa Myricks Beauty, and Insert Name Here, here are some steps any brand can take to inspire a sustained and impactful online conversation.

  • Build authentic relationships with influencers (and consumers)
    In 2021, the aspiration is out and the authenticity is in it. After spending over a year on Zoom, we all know a little too much about the back walls of each other’s bedrooms, which, coupled with the collective trauma of a global pandemic, makes claims to feel a bit out of place. Rather than reverting back to Instagram’s larger-than-life glamor around 2019, brands can tap into the warmer, more eccentric energy of today’s influencer community by launching campaigns that invite creators to content to show their true colors, like #SavageXIRL.
  • Embrace creativity
    As social media moves away from the filtered, flawless aesthetic, content creators are increasingly keen to celebrate their individuality through artistic self-expression. When partnering with influencers, brands need to be careful not to stifle the inspiration of their advocates with strict content guidelines. By giving influencers a creative agency over their work and allowing them to take risks, brands benefit from content that showcases the full spectrum of their fans’ abilities.
  • Keep an eye out for emerging trends
    Conversations on social media change rapidly and trends can emerge overnight. Being the first to conquer a new subculture (like e-girls) can be hugely profitable as aesthetics and niche interests become mainstream. By staying connected to the online communities that matter to your brand and responding quickly to emerging movements, you can ensure that your brand’s message remains relevant.



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