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Successful eCommerce Influencer Marketing Campaigns

September 14, 2020 Posted by Uncategorized 0 thoughts on “Successful eCommerce Influencer Marketing Campaigns”

2020 is a flourishing time for the eCommerce industry. The outbreak of Covid-19 in the beginning of 2020 has shifted consumer buying behaviour from offline to online shopping and accelerated the growth of the eCommerce industry. With more and more businesses joining this attractive market, brands need a powerful marketing strategy to differentiate themselves from the rest, build loyal customer relationships and drive sales and traffic for their sites.

It’s no secret that Influencer marketing is a powerful marketing strategy to help brands obtain valuable leads. There are various advantages when brands partner with social media influencers, including the ability to capture attention and build trust among their followers. In fact, a lot of eCommerce players have made significant investments in influencer marketing to expand their reach to online customers and establish dominance in this highly competitive market. 

In this article, let’s take a look into successful influencer marketing campaigns in the eCommerce industry and find out what are some takeaways! 

Shopee

Since its launch in 2015, Shopee has grown into one of Southeast Asia’s leading e-commerce platforms. 

This year, the platform kickstarted the year-end shopping season with its 9.9 Super Shopping Day. Alongside with a massive line up of deals and promotions, Shopee’s localized influencer marketing strategy achieved considerable success in capturing the preferences of each market country.

For the Singapore market, Shopee Singapore partnered with a huge number of local influencers in different tiers to expand their presence and reach on social media. The brand also announced its partnership with cultural icon Phua Chu Kang – its first brand ambassador for Singapore. This decision marks another milestone for the platform as it continues to build on a hyper-localized approach.

To deepen its engagement with local audiences, Shopee Singapore also partnered with SGAG to spread awareness about a variety of deals and promotions for 9.9 Super Shopping Day.

The 9.9 Super Shopping Day was also a major success in Thailand. Alongside with more than 100 influencer posts on Instagram from the 1st to 11th September, Shopee Philippines attracted huge engagement from redirecting followers on social media to their app. Special highlights include a countdown and live streaming marathon with local celebrities to celebrate the Super Shopping Day. The number of hours spent watching Shopee Live streams increased 3 times from an average day, with 2.5 times more items purchased during live streams. 

At the same time, Shopee Vietnam partnered with famous Vietnamese singers to perform at the countdown party which is shown exclusively on Shopee Live. By focusing their marketing efforts on celebrity endorsement, Shopee was also able to reach a much larger audience in Vietnam.

 

Xem bài viết này trên Instagram

 

🔥 Binz và những nghệ sỹ hàng đầu đã sẵn sàng! Còn bạn thì sao? . ✨ Ngoài những khoảnh khắc giải trí đỉnh cao, 9.9 Show – Săn Quà Cả Năm còn dành tặng người dùng cơ hội săn quà hot nhất từ trước đến nay: . 🎟️ Nhanh tay để nhận ngay các gói sử dụng sản phẩm/dịch vụ miễn phí trong vòng 1 năm từ các thương hiệu nổi tiếng 🎟️ Cơ hội sở hữu SamSung Galaxy Note20 Ultra duy nhất ngày 9.9 🎟️ Nhận ngay hàng ngàn voucher 99k vào ngày 8.9 và 9.9 🎟️ Xu thưởng được nhân 3 toàn bộ các livestream #ShopeeVN99 . > Và rất nhiều ưu đãi khác. Xem ngay để không bỏ lỡ: https://shopee.vn/ShopeeLive-99-Show . #ShopeeLive99Show —————————– 9️⃣.9️⃣ NGÀY SIÊU MUA SẮM – Từ ngày 19.8 đến 12.9 👉 https://shopee.vn/9-9-ngay-sieu-mua-sam . ☀️ Săn mã freeship cho đơn từ 0Đ 9h & 21h mỗi ngày ☀️ Bộ sưu tập deal hot chỉ 9K ☀️ Săn voucher hoàn xu 99K . #ShopeeVN99 #ShopeeNgaySieuMuaSam . —————————– #Shopeevn #Onlineshopping #Shopee #Shopping #muasam #promotion #sale #freeship #2020 #love #instagood #instadaily #tbt #photooftheday

Bài viết do Shopee Vietnam (@shopee_vn) chia sẻ vào

Takeaway: With the localized marketing campaigns, Shopee was able to engage their local customers and achieved considerable success in their target market. Taking time to learn about your target market and customizing your campaigns is a powerful tactic your platform targets different markets with distinctive needs and purchasing behaviors. 

Tokopedia

It is not surprising that Indonesia is a hot market for eCommerce players as the industry is expected to reach an impressive compound annual growth rate of 34.6 percent by 2021, driven by the use of the internet and a growth in GDP (Gross domestic product). With several big players in the country such as Shopee, Lazada, Bukalapak, Tokopedia found its own way to get their brand noticed.

Unlike many eCommerce players that run their influencer marketing campaigns all year round, Tokopedia’s strategy is to push their marketing effort at the most suitable time. With the outbreak of Covid-19, early 2020 witnessed a surge in online shopping in Indonesia due to social distancing. From March 2020, Tokopedia launched its influencer marketing at scale in a bid of dominating social media in Indonesia in this special period. They partnered with hundreds of Indonesian influencers to promote their platform and spread the word for a variety of promotions such as free shipping, flash sales and cashback to urge customers to shop on their website.

According to our Influencer Marketing Report, Tokopedia was among the most active brands on social media in Indonesia in the first half of 2020. Their hashtags #tokopediabebasongkir (Meaning: Tokopedia free shipping) and #friendsofTokopedia were among the top trending hashtags in Indonesia in 2020. While other players such as Lazada and Shopee also pulled off their marketing campaigns during these times, Tokopedia managed to gain the most attention with their influencer marketing campaigns. 

Takeaway: Tokopedia’s campaign is a good example of choosing the right time to launch their campaign. For startups or small businesses that have limited marketing budgets, it is important to determine the right timing to push your marketing effort so as to stand out against competitors in a crowded market.  

 

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Let’s check out our latest report about influencer trends that happened in Indonesia last month! 1. @tokopedia , one of the largest Indonesian online marketplaces, is the most active brand on social media in Indonesia in March 2020. This brand partnered with a number of local influencers to spread the word for a variety of products and their promotion of free postage to facilitate online shopping in the period of self-isolation. 2. With the outbreak of #Covid19, everybody is encouraged to stay at home as part of the global effort to prevent the virus from spreading. This explains why #dirumahaja (meaning “stay at home”) is the most trending hashtag in Indonesia last month. Next comes #tokopediabebasongkir (meaning “tokopedia free shipping”), and #hypermartxberitasatu , a hashtag used by @hypermart_id , a retail chain in Indonesia, to promote for their items. 3. @fiersabesari and @ofarguchi are the top influencers with the highest engagement in Indonesia last month! With his recent song about embracing and helping other people, Fiersa Besari has captured social media’s attention and received great compliments from his fans. Ofar Guchi came in second with his engaging post promoting for the men supply brand @leaveittosmith . . . . . #affable #influencers #kol #marketingtrend #marketingplatform #influencermarketingplatform #trendanalytics #influencermarketing #socialmediainfluencer #instagraminfluencer #microinfluencers #lifestyle #instagramanalytics

Bài viết do Affable (@affable.ai) chia sẻ vào

Tiki

With 35.4 million online shoppers and the growth rate of 30% year-on-year, Vietnam is another attractive eCommerce market in Southeast Asia. Among many influencer marketing campaigns launched by local and foreign players, Tiki, a strong Vietnamese-owned eCommerce platform, managed to stay ahead of the curve with its unique influencer marketing campaign.

Starting from May 2019, Tiki officially launched its campaign “Tiki Di Cung Sao Viet” (Meaning: Tiki with Vietnamese artists). With the purpose of increasing brand awareness via Youtube and reaching out to Millennials and Gen Z consumers, the campaign banked heavily on sponsoring more than 50 music videos produced by popular Vietnamese singers. All the videos have Tiki’s logo in the beginning and scene of Tiki staff delivering a blue gift box to customers. Among the music videos they sponsored, there were 37 videos on Top Youtube Trending and 16 music videos on Top 1 Youtube Trending!

Within a year, Tiki’s blue gift boxes and its brand name appeared in more than 2 billion times, reaching 300-400 million users. According to Tiki’s representative, this campaign is 20 times more effective compared to other regular forms of advertising on this platform. The success of the campaign helped Tiki’s average access reach over 33 million, ranking 2nd nationwide after Shopee in the second quarter of 2019.

 

Takeaway: One of the factors contributing to this campaign’s success is the right choice of social media platform. According to Vietnam Internet Statistics 2019, Youtube was the most active social network in Vietnam in 2019, followed by Facebook and Instagram. While the foreign players such as Shopee and Lazada focus their promotion efforts on Facebook and Instagram, Tiki made the right choice by leveraging Youtube as their main marketing channel. 

Another lesson we can learn from “Tiki Di Cung Sao Viet” is the hidden message behind their campaign. By sponsoring to help Vietnamese artists create high-quality music videos, Tiki claimed its position as a Vietnamese platform in the local eCommerce market. They care about the community and are willing to take action to support its local culture and values.

Zalora

Zalora is a fashion eCommerce platform that has a strong presence in the eCommerce industry in the Southeast Asia market. Part of their marketing success lies in their innovative and dynamic marketing campaigns that successfully engage with young audiences. A typical example of such a strategy is their TikTok Hashtag Challenge to drive awareness and new shoppers during their fashion festival held in Singapore in 2019.

In September 2019, Zalora ran a 6-day hashtag challenge called #Zstylenow. The challenge invited TikTok users to make a “Z” signal with their hands, which would trigger the guise of an instant outfit change. The challenge was spread widely in the TikTok community as it is easy to follow and participants had a chance to show off their fashion styles. The campaign also involved the participation of many hot TikTok influencers such as bunnyleehyorin, jaylyn_shuting. According to TikTok’s report, the challenge garnered over 990k views, 1.1K+ user-generated videos and 19.75% brand takeover CTR.

@jaylyn_shutingJoin ##Zstylenow from 6 Sept to 11 Sept to win $200 worth of Zalora products🔥 ##fashion 加油💕♬ Getaway – CHUNNYT

@karboen##zstylenow ##ZALORAFashionFestival @tiktoksg @zalora 🇸🇬❤️ join and win 200$ worth zalora!♬ Getaway – CHUNNYT

 

Besides driving many app installs and new shoppers, the #Zstylenow challenge succeeded in attracting a lot of people to visit “ZALORA Fashion Festival” and to share the event on TikTok.

Takeaway: Trendjacking is the recipe behind Zalora’s successful campaign. Back in 2019, when there were not many brands in Southeast Asia paying attention to TikTok, Zalora was among the first brands to adopt the TikTok Hashtag Challenge. The ability to spot and quickly adapt to new trends has helped Zalora become a popular eCommerce platform, especially among young consumers. It is important for brands to anticipate and quickly respond to new trends in order to engage and generate conversations with online audiences. 

As Instagram has recently released its newest feature, IG reels, check out How Is It Different From TikTok and How Brands Can Run Successful Campaigns with It.

Bonus: Taobao Live

One of the most effective ways to enhance a customer’s shopping experience is live-streaming. While most of the live-streaming platforms these days focus on game and entertainment, the integration of eCommerce and livestream has already become a hit in China a few years ago.

In 2016, Alibaba officially launched its eCommerce live-streaming channel Taobao Live. In the next 3 years, Taobao Live became a hit with a rapid increase in the number of users and revenue. According to Taobao’s representative, in 2019, there were 60,000 live-stream shows hosted daily by Taobao influencers or Taobao shop owners. One of the hottest influencer partnerships ever seen on Taobao Live is the collaboration between Viya Huang and Kim Kardashian.  

Last year, American media personality Kim Kardashian partnered with Viya Huang, Chinese’s top Taobao live-streamer, to introduce her beauty brand KKW Fragrance to the Chinese market. All 15,000 bottles were sold out within minutes of live streaming, according to the Alibaba report. 

 

In the future, live-streaming will continue thriving in China with the entry of new platforms such as Red Live-streaming, Kuaishou (Kwai), the second hottest video app in China, and WeChat. 

At the moment, Amazon has decided to enter the live streaming space with the launch of Amazon Live as live streaming is an effective way of enhancing online shopping experience. Facebook is also currently trialing its new feature, Facebook Marketplace Community, which enables merchants to sell items on a live-stream. With that in mind, live commerce is definitely an emerging trend we can expect to change the landscape of the world’s retail industry in the future.

 

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How influencer marketing changes after Covid-19

How influencer marketing changes after Covid-19

May 2, 2020 Posted by Uncategorized 0 thoughts on “How influencer marketing changes after Covid-19”

Will influencer marketing stay the same after Covid-19 ends? Probably not.

The last few months have brought about significant changes to the landscape of influencer marketing: Many businesses have to close temporarily, travel influencers are losing their jobs; brands are finding new ways to reach out to customers. In this challenging time, some brands are effectively adapting their strategies to stay connected with their customers, creating new influencer marketing trends that can last very long after the pandemic ends.

Let’s dive into it now, and here are our predictions of influencer marketing after Covid-19!

1. Video marketing is going to thrive in 2020

Before Covid-19, video content has been predicted to be the future of influencer marketing. This prediction was secured by the rise of TikTok, a popular video-centric platform that had up to 500 million monthly active users only 3 years after its launch.

Amid Covid-19, TikTok became one of the most downloaded social media apps in Q1 2020 as the number of installs reached up to 1 billion worldwide. Given the current situation that people are staying at home more than ever, TikTok is rising as a great source of entertainment which allows users to create funny clips with creative video templates and a set of trendy music. Some brands have started including TikTok in their influencer campaign strategy as a new way to engage with their audience.  

Dettol India, a brand of cleaning supplies and disinfectant, has recently capture social media’s attention by launching TikTok #HandWashChallenge, in which they partnered with Indian TikTok influencers with millions of followers to spread the word for their campaign. The videos quickly became viral with more than 8 billion views in just 4 days. Up to now, the challenge has surpassed more than 60 billion views one month after it started off. Although there is no report that Dettol’s sales increased after launching the challenge, the brand successfully captured social media’s attention and raised awareness about their products.

Together with TikTok, live content on IGTV, Facebook and Youtube are also expected to thrive in 2020.

2. Influencer marketing and eCommerce are going hand in hand

Life under self-quarantine has brought about a big shift in consumer’s shopping behavior. As people are spending more time on the internet, they’re also buying more things online. 

In late February, RedMart, a Singapore’s leading online supermarket site, saw a great increase in online grocery as people were rushing to stock up on essentials. Now the demand is off its peak, yet it is still higher than normal. In the U.S. market, Amazon hired 100,000 new employees in March 2020 to support their warehouses and delivery network in response to the surge in demand for online purchases amid Covid-19. 

As the line between social media and E-commerce is more blurred than ever, brands are taking this opportunity to strengthen their social media presence via influencer marketing. A typical example of this collaboration is Tokopedia, one of the most popular Indonesian e-marketplace. Last month, this firm partnered with a number of Indonesian influencers to spread the word for their products as well as the promotion of free postage to facilitate online shopping in the period of self-isolation.

Liketoknow.it is another e-commerce platform that is emerging amid Covid-19. This new platform allows influencers/bloggers to make a commission from sales of products they wear in their posts. Last month in Vietnam, the website has increasingly been mentioned by a lot of influencers who had their items featured on the website.

3. User-generated content (UGC) is the next big thing

Before Covid-19, user-generated content has already been appreciated by brands as it promotes authenticity and personalization to influencer posts, thus attracting more engagement. 

Amid Covid-19, user-generated content has proved itself to be an effective influencer campaign strategy. As a result of social distancing, people are spending more time online than ever, looking for more personal connections with others online. Understanding that need, many brands have adopted this type of content to generate more engagement from the audience.    

Additionally, since influencers not allowed to go out, their typical monotonous high-fashion photoshoot is being replaced with simple, friendly photos taking from home. With this shift in content marketing, followers are more likely to develop a sense of personal connection with their influencers, resulting in better reach and engagement with influencer’s content. 

4. Brands are going to place more emphasis on conversion rate

It goes without saying that the goal of influencer marketing can vary depending on the brand’s strategy in different periods. However, with the recent outbreak of Covid-19, the uncertainty in business environments has urged marketers to look for ways to optimize their budget and maximize the benefits of influencer campaigns. With that in mind, placing great emphasis on the conversion rate seems to be an ideal influencer campaign strategy.

Recently, Ai Home, the first Malaysian smart home and full-range lifestyle gadget retailer has partnered with many influencers to spread the word for their promotion using promo codes with influencers’ names such as “Joenne”, “Chailing”. This brand also captured social media’s attention by creating #AiStayHomeChallenge, in which influencers encourage their followers to upload their pictures and tag 3 friends to join the challenge with them. By integrating different types of influencer campaigns (affiliate marketing and creator contests), Ai Home successfully built up brand awareness and was able to kept track of their sales conversion through influencer marketing. 

 

While there are lots of predictions about influencer marketing landscape after Covid-19 ends, one thing we all agree is that influencer marketing will continue thriving! With people increasingly using social media, brands that have not yet caught up on using influencer marketing now realized the benefit of being able to connect and engage with their consumers via social media influencers.

As social media influence is turning into a billion-dollar industry, Affable is one of the best influencer campaign platforms that help you choose the right influencers and measure the effectiveness of your influencer marketing campaigns. Feel free to contact us if you have any questions or experience your free trial at https://www.affable.ai! 

 

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Is B2B Influencer Marketing A Good Idea?

July 2, 2018 Posted by Influencer Marketing 0 thoughts on “Is B2B Influencer Marketing A Good Idea?”

Like most people, we used to hold an opinion that influencer marketing was better suited for B2C businesses, but we were wrong. As long as your product/service has customers and people who are super-fans of your brand, then chances are you can exploit influencer campaign benefit as part of your growth strategy for your B2B enterprise.

How B2B influencer marketing is different

1. Expertise of Influencers

Mostly B2B companies sell software or technology solutions which aren’t things that technology and business influencers can just take a picture to drive sales any time soon! It just doesn’t happen that way. What works for an influencer or a Key Opinion Leader (KOL) is their credibility and though not impossible, it is not easy to find influencers who have an extensive background in IT themselves. Influencers that should be a part of your B2B influencer campaign strategy are Key Opinion Leaders, niche-topic experts, influential members of a community, industry-facilitated authorities, expert journalists, or consultants.

Interactions with Audience

The buying funnel for B2B customers also differs from B2C in the way that the former doesn’t typically get impressed by an Instagram post on saas, go to a corporate website and purchase the software. Although a post may bring brand awareness, their buying cycle starts by checking the authenticity of the product, reading reviews, making price comparisons and checking for features. As you can see, it isn’t an on-the-spot purchase as compared to buying a bag.

Longer Buying Cycle

B2B enterprises usually have long buying cycles of about 3- 6 months, and it is said that customers would not prefer to not contact vendor until their two-thirds of the way through the decision-making process. This is where influencer campaign benefits comes into play as research shows that influencer recommendations can accelerate the buying cycle.

Furthermore, while these short-term benchmarks can help measure the initial reception of the engagement, B2B sales strategies are typically built on longer-term relationships and sales cycles, and many of the most important KPIs will emerge months after the campaign ends.

Research has foaund that 87% of B2B buyers give more credence to content created by influencers in their industry.

How To Do B2B Influencer Marketing Right

1) Short-term campaigns:

When you brand officially launches a new product and would like to increase product’s awareness, the right influencer campaign strategy is to work with industry leaders or macro-influencers to drive your brand’s message to a larger market.

Consider American Express’ Love My Store campaign where they aimed to increase the placement of AmEx signage on storefront windows nationwide.  First, they partnered with Grace Bonney (known for her blog Design*Sponge) to create 6 beautiful storefront decals and that reflected the values of the store to potential customers while making it clear that AmEx card shoppers were accepted.

B2B Marketing

 Source: http://shortyawards.com/8th/love-my-store-campaign

 

At the same time, they also worked with HGTV’s Emily Henderson on a series of videos that taught store owners design tips, placement of AmEx signage and merchandising to attract customers.

 

American Express B2B

 Source: http://shortyawards.com/8th/love-my-store-campaign

2) Building Long-Term Customer Relations:

Perhaps you want to retain existing customers or rebrand your business to build long-term brand loyalty, this influencer campaign strategy strategy will depend on micro-influencers who have a high-engagement rate with their followers.  For example, an email marketing expert might discuss top trends for the coming year, best practices and so on. Once signed up with an Email Marketing platform, he/she might start talking about how the partner firm can make the process easier.

Source: https://sumo.com/stories/hubspot-marketing

 

HubSpot is great at this kind of marketing as it invests heavily in updating their blogs with content from micro-influencers who have digital marketing and sales backgrounds. Not only does HubSpot benefit from fresh perspectives on their website but also its partners also gain from Hubspot’s exposure.

3) Gaining Leads

This type of campaign gets straight to the point and allows you to access the influencer’s audience for leads. Creating a custom discount code for every influencer you work with allows you to drive sales rather than just gain awareness. Plus having an ‘exclusive’ discount code for an influencer will spark more interest by giving the audience a feeling of being special.

 

Every B2B business can exploit influencer campaign benefit, yet planning and launching an effective one takes a lot of time and effort.  Affable has helped multiple B2B businesses launch impactful influencer campaigns and help them new audiences and leads from the right Instagram influencers. So if you’re thinking of setting up something similar for your business, try Affable.ai today and catch the influencer marketing wave before it’s too late.

 

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