Manucurist is a Parisian nail model that has turn out to be a shopper and influencer favourite for its innovation, sustainability, and health-focused mission. It’s recognized finest for its Inexperienced Flash innovation, the world’s first LED nail polish that may be a inexperienced, plant-based various to conventional gel.
Whereas the model was based in 1996, it has solely not too long ago began to intentionally increase its attain past Europe. In Could 2021, it began its official growth into america and in December of 2022, launched its US influencer advertising program with Traackr. Within the article beneath, Asma Ben Rhouma, US influencer advertising supervisor for Manucurist shares how the model has constructed its influencer advertising program within the US.
Manucurist on Breaking into the US Market with Influencer Advertising and marketing
How Manucurist Outlined its US Influencer Advertising and marketing Technique
“Once I first got here to the US market, I shortly realized that the influencer advertising methods we had been utilizing in Europe wouldn’t give us the identical efficiency. The US market is so totally different from the European market! I knew that we would wish to rethink the sorts of content material and influencers that we have been partnering with to really seize US customers’ consideration.” — Asma Ben Rhouma, US influencer advertising supervisor for Manucurist
The very first thing that Asma and her workforce did was conduct analysis to substantiate her idea that the US market would wish a unique influencer advertising technique. This analysis concerned attending webinars, studying articles on-line, and utilizing Traackr to judge what content material varieties, influencer profiles, and platforms have been working finest for rivals within the US market. A few of their findings included:
Content material. A key distinction that Asma and her workforce had discovered between US and European customers is that European customers reply properly to bougie, stylish, and shiny content material. Alternatively, US customers appeared to interact extra with informative content material that focuses on product efficacy and elements, which resonates with the model’s present positioning technique, as they’re nonetheless within the model consciousness section for the US market. And, after conducting a Sentiment Evaluation, the workforce was in a position to study extra about US customers’ notion of their merchandise — particularly noting that they responded properly to content material highlighting Manucurist’s superb colours.
Marketing campaign kind. Asma and her workforce knew that they needed to concentrate on constructing model consciousness via gifting campaigns — after which finally increase out to sponsored content material, and ambassador/affiliate campaigns.
Influencer kind. Primarily based on their aggressive analysis and deep dive into actual Manucurist buyer’ notion, the workforce began defining the kind of influencer they needed to companion with. They needed somebody who:
- Would seize consideration with enjoyable, academic, or distinctive content material
- Be capable of spotlight Manucurist’s big selection of merchandise and colours, and present actual love for the model
- May showcase the big selection of angles that make Manucurist enticing to various kinds of audiences
How Manucurist used Traackr’s Influencer Advertising and marketing Platform to Elevate its Program
“I begin day by day with the Model Buzz function, the place Traackr pulls in all of the natural and paid influencer mentions of your model. Seeing all content material that influencers put up about Manucurist fills me with constructive vitality and makes me really feel prepared and excited to put on all of the hats that I’ve to put on for the day.” — Asma Ben Rhouma, US influencer advertising supervisor for Manucurist
Other than utilizing the Model Buzz function to encourage and hold a finger on the heartbeat of influencer content material, Asma and her workforce used Traackr’s influencer advertising platform to:
Discover and vet influencers
Understanding which content material varieties US customers discover partaking helped Asma and her workforce slender their seek for influencer companions. Utilizing Traackr, they have been capable of finding influencers that created the correct of content material by conducting key phrase searches. For instance, they may search influencers’ previous content material for phrases associated to nail colours, nail artwork training, and their very own model identify. As soon as that they had an inventory of influencers who produced related content material, they then used Traackr to double test that that they had audiences situated within the US, and excessive content material efficiency (engagement price, video views, and so on).
Handle paid and natural campaigns
After discovering and vetting each influencer for each their paid and natural campaigns, Asma and her workforce have been in a position to seamlessly handle communications, divide up duties, and hold monitor of timelines in Traackr’s platform, saving them worthwhile time.
Report on program and marketing campaign efficiency
“One of many issues that I like most about Traackr, is that it offers you the power to dig down additional into the information. If I’ve a bit to know time to organize for a gathering, I really feel assured that I can go into Traackr and pull out the information I want to indicate the worth and affect of what we’re doing.” — Asma Ben Rhouma, US influencer advertising supervisor for Manucurist
Asma and her workforce are very performance-driven, and are at all times on the lookout for methods to optimize their methods primarily based on information. To do that, they used Traackr to repeatedly test in on their marketing campaign and program efficiency. A number of the information that was accessible to them from Traackr embrace:
- Content material monitoring — Traackr routinely pulls in posts containing the model’s high key phrases and hashtags (model identify, merchandise, rivals, pursuits, and so on). This allowed the workforce to maintain monitor of all marketing campaign content material in a single place and monitor their marketing campaign’s deliverables.
- Marketing campaign measurement — Traackr permits groups to trace desired outcomes like consciousness and engagements, KPIs like # of mentions, # of engagements, estimated impressions, # of engagements, and extra. It additionally permits groups to drill down into the content material, platforms, and creators that supplied essentially the most affect.
Conduct aggressive analysis
Final, however actually not least, Asma and her workforce use Traackr to benchmark their efficiency towards their rivals.
“Traackr is one of the best influencer advertising platform that we’ve used to date. It’s an entire software that means that you can automate your work and align your workforce, whereas additionally providing you the most important influencer database accessible. Its benchmarking function with the Model Vitality Rating (VIT) was additionally game-changing for us. We primarily use VIT to judge the efficacy of our influencer advertising applications specializing in how we measure up by way of content material, platforms, and influencer companions.” — Asma Ben Rhouma, US influencer advertising supervisor for Manucurist
For these which might be unfamiliar with the Model Vitality Rating (VIT), Traackr developed this complete efficiency metric so manufacturers can measure their share of voice throughout social channels. Particularly, VIT measures the visibility, affect and belief of influencer content material mentioning your model. Manufacturers like Manucurist have discovered VIT to be essential metric for evaluating influencer advertising program success as a result of it’s:
- Complete. VIT is one complete metric to measure total viewers consideration, and is the one metric that rolls up all publicly accessible efficiency information in a significant approach.
- Comparable. VIT permits entrepreneurs to rank their very own model efficiency towards rivals utilizing one total metric, slightly than in a number of separate KPIs (ex. video views and engagements).
- Unpackable. VIT offers a framework for understanding the elements of an efficient influencer technique. Manufacturers like Manucurist use the metric as a strategy to dive into their very own previous efficiency to see what labored, search for areas they will enhance on, and create in-depth examinations of rivals’ methods.
- Actionable. VIT offers a benchmark for central intelligence and actionable insights. Groups can set objectives for enhancing on previous efficiency or inching out rivals by inspecting an space of their influencer technique that might be improved.
Be taught extra about VIT.
Manucurist’s US Influencer Advertising and marketing Outcomes
In November of 2022, Asma and her workforce launched their first paid influencer collaboration within the US! Utilizing Traackr, they discovered a fantastic influencer to be their first sponsored companion. That campaigned earned:
- 344K video views
- 2.88% engagement price
- 76.6 in VIT
This sponsored marketing campaign was so profitable that Asma and her workforce finally expanded the marketing campaign to Meta advertisements, the place the content material additionally carried out properly.
Manucurist’s gifting marketing campaign efficiency has additionally been fairly sturdy! Since January 2023, the model’s natural marketing campaign has earned:
- ~200 particular person influencer mentions
- A 3.66% common engagement price
- 1.11K in VIT
If you wish to keep updated on the superb work that Asma and her workforce are doing at Manucurist, observe the model on Instagram or TikTok at @manucurist!
