As millennial consumers continue to reject traditional advertising but listening more to recommendations from beauty experts on social media, influencer marketing has started to become one of the main new drivers of customer acquisition for beauty brands around the world.
However, still just a few companies employ advanced analytics tools to maximize return on investments, states Popular Chips, a worldwide AI-Driven Influencer Marketing and Analytics Platform, that provides much-needed data to the Influencer Marketing landscape.
Popular Chips offers insights to over one billion accounts and is arguably the most user-friendly data and management platform currently available. Its goal is to simplify the entire Influencer Marketing process in one click and to help brands make strategic decisions about influencers, content creation and campaign KPIs.
Pond’s, Unilever’s large beauty brand, started to employ advanced analytics solutions and AI-driven insights to improve the efficacy of their influencer marketing campaigns with the intent to place itself ahead of the competition in the beauty industry.
Facilitated through Unilever Foundry, the platform that accelerates collaboration between brands and disruptive startups, the Pond’s global brand marketing team & Popular Chips partnered on a successful 2-month pilot in Q4 2017. The pilot was so successful that the Global brand team is bringing this solution to its local teams in over 10 countries around the world - in SEAA, South Asia, Africa & the Americas.
Through this partnership, Unilever’s brand aims to streamline its processes in different areas, particularly influencer selection, content optimization and real-time performance analysis.
Working with Popular Chips expedites the influencer search process and ensures that Pond’s finds the right influencers to work with by allowing to search for influencers based on their followers’ demographics (country, age and gender) and by ensuring that the influencers they collaborate with always help them reach their target audience. Unilever’s brand also benefits from Popular Chips AI-powered Fake-Follower Recognition (fraud and spam detection), which helps ensure Pond’s to only work with genuine influencers who reach the right target audience and ensures brand safety.
Pond’s also uses Popular Chips to analyze each influencer’s posts to understand in what types of content the influencer’s followers are interested. This ensures that the content produced remains true to the influencer’s image, resonates with the influencer’s audience and obtains high engagement.
Real-Time Performance Analysis
As the campaign is taking place, Pond’s uses the platform to track its progression in real time. Crucial information about whether the collaborated content is hitting their KPIs, and how much is being spent for each unit of engagement, is automatically calculated. Pond’s adapts its strategy in real time to ensure the most impactful content brings the best results.