In our last post, we discussed influencer marketing and how it is making its way into our social feeds– and into our marketing meetings. Now that we see how influencer marketing can be beneficial to one’s company, it is time to look at the research and strategies that this kind of campaign would entail. When approaching something of this magnitude, one should be asking themselves things like:
What kind of data and analytics would I need to run a successful campaign?
Let’s take Kate Upton for example. Kate Upton, for those who are not familiar, is an American model who is most famous for her Sports Illustrated Swimsuit spreads. Since she has been featured in SI Swim her career skyrocketed, landing her several cosmetic and high-fashion campaigns and even some movie roles. It is only natural that one of the most famous swimsuit models in America would be hired to promote female products. Upton has been endorsing things like bikinis and skin care for years and has become the face of the famous cosmetic line Bobbi Brown. While this seems like the perfect fit, as one would assume that many women would follow Upton on social media and therefore be exposed to Bobbi Brown products, our data proves otherwise. According to HYPR’s analysis of Kate Upton’s followers across all social media platforms, 78% of her followers are men with a majority of them being between the ages of 33 and 39. Now I don’t know about you, but does that sound like the optimal audience for a Bobbi Brown campaign? We don’t think so either.
Along comes a game called “Game of War: Fire Age.” Game of War spearheaded a groundbreaking campaign, with none other than Kate Upton as its face. Upton proves to be the best figure to promote this sort of game for the exact same reason she doesn’t fit Bobbi Brown: her following base is made up of guys. So, when men see a beautiful swimsuit model in a commercial for a game, it is only natural for their interest to be peaked. Game of War produced several commercials and promo videos featuring Upton to be aired at major events like the Super Bowl; the results did not disappoint at all. The Super Bowl ad has been viewed roughly 11.5 million times since it has aired and even earned Game of War the number two spot for highest grossing mobile game. This is a clear example of where demographic data can prove to be both beneficial and malevolent to a company’s influencer marketing campaign, but no matter how you look at it, the demographic data is absolutely necessary.
So, where do I get this data from?
Well, we’ve been waiting for you to ask! The answer is one word, four letters: HYPR. HYPR is the Google of the Influencer Marketing space. We provide search capabilities and in-depth insights pertaining to the audience demographics of the respective followings of every social influencer in the world. The information generated by HYPR’s sophisticated databases and algorithms empowers marketers to not only make educated conclusions about a given influencer, but also target influencers whose followings match desired demographic, geographic and sociographic profiles. HYPR makes influencer marketing a science, instead of a guessing game, and saves its clients significant time, money, and resources. HYPR has the manpower, data, and capability to activate an entire influencer marketing campaign from start to finish. From signing up to the platform, to choosing an influencer, to coordinating the media post or appearance, we are here to guide you every step of the way.