For marketers and business owners who are just getting started on implementing creators into their marketing campaigns, it can be intimidating. How do you choose the best creators and ambassadors for your brand? And once you have them, how do you effectively use them to achieve your goals and maximize return on investment? Let’s take a look at how Sephora has used influencer marketing to boost their numbers.
Companies have different names for their influencer teams. Sephora has their “Sephora Squad.” Each year, they select a new group of creators to take part in their marketing campaigns throughout the year. These creators tell their own stories, perspectives and personal beauty journeys. The members of the Sephora Squad not only get free swag and products to feature on their social channels, but also have the opportunity to attend industry events and to be featured on Sephora’s own social media, which is a huge draw for this community.
A big part of Sephora Squad’s success is the fact that followers have a hand in deciding who gets into the squad. To choose the 24 people that make up the squad, they use follower testimonials to see which applicants best fit their brand and then take that information to pare down thousands of applicants. It allows them to ensure an appropriate mix of ages, genders, gender identities, races and sexual orientations. And of course, it also allows for the inclusion of people with all kinds of skin and hair textures.
Others have tried to duplicate this, but the main reason for their success is that they put their social media followers in the forefront. Because of this input, the company ensures that there is someone relatable to every customer in the Squad, allowing the brand to create an emotional connection with its fans and drive sales.
Don’t worry if your company doesn’t have the manpower of a larger company. Creating your own influencer marketing campaign does not have to be difficult or time consuming. Set up a free demo today to see how we can help you get started with your first campaign.