As the summer season was nearing, DMS was approached by Lumiere Optics with the request of “celebrating” the beginning of the Summer Season in a fun and entertaining manner.
Lumiere Optics, a specialty chain of optical stores, wanted to increase the sales of their mid to high range glasses ranging from Ray-Ban to Tom Ford, etc.
The decision was to start an influencer marketing campaign. The influencers would post videos to suggest different looks with the glasses mentioned above, show which ones are their favorites to wear and showcase the glasses overall.
Like any other project, especially an influencer marketing campaign, some problems had to be tackled and eliminated before as well as after the completion of the project.
The first issue that we had to solve was tracking sales. Previously, during similar projects, Lumiere Optics could not find a solution to this. Hence it was a pain point that we had to target. Since their website did not work correctly, tracking the online sales was nearly impossible. We suggested offering different coupon codes for each influencer to share with their audience as an optimal solution. For instance, Madonna 20 provided a 20% discount for a specific period, so when a customer went to buy the product and said the code, the company could track that they decided to purchase after seeing the influencer’s video.
The second issue that was of utmost importance was the potential threat of spam audiences. Since we decided to select the influencers with a following of 50000 people, who are considered micro-influencers, it meant that some of them could have spam accounts following them. Hence, before choosing the influencers for the project, we went through and analyzed the audiences of many Instagram/Facebook influencers using the analiza.io website’s tools and narrowed the list down to only those influencer accounts that had an average engagement rate higher than 3%, which eliminated the spam account threat. Later, after choosing the three influencers for our campaign, we requested their statistics to check their spam scores and engagement rates additionally. The three influencers that corresponded to our selection criteria were Madonna Harutyunyan, Diana Malenko, and Lilit Muradyan.
The results were better than we even expected. The influencers’ videos collected 53,355 10-second-video views within the first week of the campaign, and a 3.8% average engagement rate, which reflected in double sales. The campaign had an ROI (Return on Investment) of 100%, which is considerably high for a similar project.
Additionally, after the successful collaboration, the three influencers even decided to share the campaign on their stories for free.