Artisan Council is a New York-based boutique advertising company that was based in early 2013. Artisan Council’s mission and journey is to create merchandise and options that can reply, entertain, and fulfill manufacturers’ strategic wants of right now and tomorrow. The group of numerous and extremely dynamic innovators at Artisan Council has made it some of the wanted businesses within the digital advertising area.

In September 2022 Artisan Council’s shopper belif, a cult favourite Korean skincare model, wished to run an influencer marketing campaign to construct consciousness for its The True Cream Aqua Bomb moisturizer. Within the article under, Nick Ghilardi, senior influencer advertising supervisor at Artisan Council particulars how the company launched a profitable influencer marketing campaign for its shopper with a holistic technique, tailor-made influencer listing, and a little bit of humor. 

How Artisan Council Drove Product Consciousness with an Influencer Marketing campaign

Developed inventive influencer marketing campaign messaging

“For this influencer marketing campaign, we knew that we wished to have group, humor, and leisure on the heart of the technique. We’ve used this strategy earlier than and seen nice success — even on hard-to-win platforms like TikTok. As soon as we had an thought of how we wished the marketing campaign to really feel, we simply wanted to establish the theme.”  — Nick Ghilardi, senior influencer advertising supervisor at Artisan Council

To establish the theme of the marketing campaign, the Artisan Council group employed social listening to dial into belif’s group (the model’s returning clients/followers). They observed that the belif group usually talked about the necessity to “top off” on their Aqua Bomb moisturizer so that they wouldn’t run out. 

So, enjoying off of the frequent phrase “FOMO” (worry of lacking out), Artisan Council determined to dub this influencer marketing campaign “FORO” (worry of working out). The thought was to focus on how belif’s The True Cream Aqua Bomb moisturizer is a necessary in any skincare routine, whereas additionally retaining issues mild, enjoyable, and actionable.

Used Traackr to seek out influencers

“Pulling off a fantastic influencer marketing campaign actually begins with selecting the correct companions. No matter the kind of marketing campaign (gifted or paid), you need the content material to really feel natural and pure. So as to try this, you want to have companions which are nicely matched and aligned along with your model.”  — Nick Ghilardi, senior influencer advertising supervisor at Artisan Council

Artisan Council has had success with working with a mixture of comedy, magnificence, and way of life influencers for magnificence campaigns. This influencer marketing campaign continued to push this technique by leaning onerous into content material that balances leisure with product promotion. This resulted in comedic skits and episodic content material that additionally promoted the Aqua Bomb moisturizer’s worth and advantages.  

By way of companions, the group determined to work with a combination of their current roster and new comic influencers. So as to discover new influencers, Artisan Council used Traackr’s influencer advertising platform. Extra particularly, they seemed for female and male influencers who had a mix of comedy and way of life content material, totally on TikTok. Because of their skill to layer related influencer search parameters, the group was capable of establish 12 companions who had been the right match!

Ghilardi additionally emphasised how essential it’s for manufacturers to select a various roster of influencers. Not solely is it essential for illustration, however having a various group of influencer companions additionally “helps you hit all of your shopper targets”. That is one thing that many manufacturers and businesses are intentionally pursuing. For instance, hims & hers just lately shared about the way it focuses on discovering numerous influencers in each influencer marketing campaign it produces.

Utilized a simplified influencer transient

“So usually I see manufacturers desirous to push lots of product messaging on their influencer companions. It’s essential to resist this intuition! Make sure that your influencer briefs aren’t too heavy or restrictive. Of us don’t need to watch or learn content material that’s nearly your merchandise — they need to be entertained and educated.” — Nick Ghilardi, senior influencer advertising supervisor at Artisan Council

As soon as the group solidified its influencer roster, they despatched out open-ended briefs with the objective of inspiring content material with an natural really feel. Every transient solely had 3 elements:

1. The FORO marketing campaign title and idea
2. Speaking factors on the product advantages (cooling and refreshing “drink of water” for boring pores and skin, obtainable at Sephora and Ulta Magnificence)
3. Particulars on cost and timing

These brief briefs allowed every influencer to find out how the marketing campaign would greatest match into their web page, and the outcomes spoke for themselves! The influencer marketing campaign content material turned out to be not simply academic, however entertaining, with many influencers together with the product in brief, humorous skits. 

Transformed influencer marketing campaign content material to conventional adverts

“We made positive to buy the utilization rights for all of our influencers’ content material, as a result of we knew we might need to function them in a few of our adverts. In case you are considering of doing the identical factor, be sure to work that into your preliminary influencer contract! There’s nothing worse than having to renegotiate utilization after your marketing campaign has already launched.”  — Nick Ghilardi, senior influencer advertising supervisor at Artisan Council

On condition that Artisan Council is a holistic digital company, the group was uniquely positioned to take this influencer marketing campaign one step additional. 

So as to get essentially the most worth from their influencer marketing campaign, the group bought utilization rights for all of their companions’ content material. This allowed Artisan Council’s in-house inventive group to make the most of bits and items of that content material in conventional promoting. Equally, Artisan Council’s social group posted in regards to the FORO marketing campaign all through the entire month of September. 

Influencer marketing campaign outcomes

By leaning right into a inventive and entertaining influencer marketing campaign theme, sourcing new companions with comedic potential, and retaining influencer briefs brief and candy, belif’s True Cream Aqua Bomb was an enormous success!

Extra particularly, this marketing campaign resulted in:

• 2,277,638 views
• 142,013 engagements
• 11 activated mega tier influencers (1M+ followers)
• 3 activated mid-tier influencers (50K+ followers)

And among the greatest content material got here from influencers like Allessandro (@mualesandro), Jackie Aina (@jackieaina), Brooke lynn (@brooke_lynnmilne), and Snega (@skincarebysnega). This influencer marketing campaign additionally helped Artisan Council and belif generate some nice conventional promoting. 

If you wish to keep updated on the unimaginable work that the Artisan Council group is doing, observe them on Instagram at @artisancouncil!  In the event you’re curious to be taught extra about influencer advertising greatest practices from different trade consultants, subscribe to our publication.