How is the impact of Influencer campaigns measured?

[Dimaeiya333]

We carry out an evaluation after each operation, measured with Kolsquare . We look at engagement, volume of likes and views. We also work with nano and micro influencers, we like to work with them to create various moments together and transmit our human values.

We use EMV , which is a priority criterion that gives us visibility into what this medium brings. It is a way to show the performance of influencer marketing and share it internally.

Let's talk about live selling: is that something you do?
For a few months now we have been trying to maintain a rhythm of one live show per month to present our new products and trends. The community is really enjoying it and the views have multiplied. We have recently developed Live Commerce , a live show designed to boost sales, with the presence of a fashion consultant filmed from the store.


How do you find the KOLs you work with?
Through Kolsquare , of course, but we also have KOLs coming to us more and more. vp media email database It is a great result for us that the situation is turning around and that content creators are turning to us directly. The topic of inclusive fashion is in our DNA: we want to represent all women and all body types, we look for different profiles with whom we can develop long-term collaborations, which are aimed at everyone and have involved communities.


What are the keys to an effective social marketing strategy on TikTok?
We have been on TikTok since August 2020, almost a year, with a first test at the beginning of the school year. We are often cited on TikTok, users create their own videos with our outfits. For our own content, we are starting slowly, we are building a strategy. We have to adopt a lighter tone, tinged with humor, close to a community, that of teenagers, that we are starting to get to know, although the network is diversifying. There is a real evolution of influence on TikTok that is more than interesting to explore for a brand like ours.

Any future trends in influencer marketing and social media?
First of all, there are nano-influencers , below 10K subscribers. This is not new, but it is exploding: they are closer to communities, they are more authentic, and customers need transparency and to hear real opinions. On the format side, there is the strong evolution of video. It transmits other messages, offers more movement, dynamism and creativity. In addition, KOLs have incredible knowledge in this field. Being an influencer is a real job, it is not that simple!