Influencer marketing isn’t just a trend, according to Altimeter Research it is now “an integral part of any digital media plan”. Marketers are spending more and more on influencer marketing, but it’s hard to sometimes know if you’re setting up and leveraging influencer in the right way. Watch our new webinar featuring Yolanda Youts, Director – Shopper Marketing & Insights at Hain Celestial, as she discusses why she first used influencer marketing and the results she’s now seeing, with Linqia’s Director of Marketing, Alicia Mickelsen. Yolanda will walk through a few case studies, chat about lessons learned that you can implement at your own organization, and explain why an always-on influencer strategy is essential.

1. The Power of Influence
Harnessing the power of influencer marketing to
drive success beyond the organic feed

2. Alicia Mickelsen
Director of Marketing
Yolanda Youts
Director of Shopper
Marketing & Insights
Nice to
meet you!

3. Linqia automates the discovery and engagement of the right set of content creators, qualifies their content for optimal
performance across all media, and delivers guaranteed results backed by 3rd party measurement and attribution
SELF-
LEARNING
PLATFORM
QUALIFICATION
GUARANTEED
RESULTS
The Linqia Performance Platform

4. Meet the Brand

5. When and how can I repurpose influencer marketing
content created after my program ends?
How much of my overall budget should be allocated
to influencer marketing?
How can brands successfully leverage influencer
marketing as a testing & learning environment to
extract insights?
How can an always-on approach to influencer
marketing impact your larger media strategy?
1
2
3
4
Key
Takeaways

6. Influencer marketing is expected to
grow to a $10B industry by 2020

7. Poll
When did you last run an influencer
marketing campaign?
๏ One active right now
๏ Less than a month ago
๏ 2-6 months ago
๏ Almost a year ago
๏ Never

8. “
”
How did you get started?

9. Influencer Marketing in the Early Years

10. The Evolution of Influencer Marketing
2010
Democratized
influence gives
way; brands
partner with peers
vs. celebrities
2008
Celebrities + brands
lose credibility;
consumers seek
other references on
path to purchase
2011
Influencer
marketing proves
effective, but time
consuming to
execute
2012
Technology
catches up and
streamlines
execution
2018
New measurement
capabilities propel
the industry
2020

11. “
”
How did this campaign
get off the ground?

12. Enjoy a Cup Full of Flavor

13. Enjoy a Cup Full of Flavor x Linqia Influencers

14. Enjoy a Cup Full of Flavor x Linqia Influencers

15. “
”
What made you choose a
performance-based
methodology?

16. Awareness
Consideration
Purchase
Loyalty
Turning goals into action
Increase Brand Awareness
Leverage impressions to expose new
audiences to your
Engage Consumers
Optimize content in a way that inspires
audiences to engage/take action
Drive Traffic and Conversions
Use clicks as a proxy for purchase
intent or to drive sales

17. 57% of marketers said influencer
content regularly outperforms
branded content

18. The Results
Generate buzz and awareness around
Celestial Teas at specific retailer, success of
this activation was measured in clicks,
content creation and total engagements.
Program Objective
30k Clicks
11MM
Impressions
62KEngagements
100+Content Assets

19. “
”
How did your team extract
value from your pilot
program?

20. Going beyond the numbers

21. STORY THEME
NIGHT TIME
ROUTINE
HEALTHY DRINKS
FAVORITE FALL
DRINKS
FALL ESSENTIALS
FALL
TRADITIONS
Program Clicks
Social Engagements
Engagements Per
Blog Post
Program Insights
High Performing
Concept: Healthy
Fall Drinks:
Influencers who centered their stories
around “healthy fall drinks” drove
increased engagements per post
relative to other content themes.
These influencers shared posts like
“How to Create a Healthy Fall
Routine in Three Simple Steps” and
“Indulging in Fall Flavors Without
The Guilt”.

22. Amplification Insights
THE MOMMYHOODTWO BOYS ONE PUP
DREAMS + COFFEE TWO BOYS ONE PUP
Sample Content Amplified Top Performing Ad Units

23. Next-gen marketing campaigns are always on

24. Organic 3 -
Summer with
Celestial Teas
OCTOBER NOVEMBER JANUARY FEBRUARY MAY JUNE
TEST LEARN
Building an always-on strategy
Organic 1 - Enjoy a Cup
Full of Flavor Amp 1- Celestial
Teas at Retailer
Organic 2 -
Celestial Tea
Wellness
Amp 2- Celestial
Tea Wellness
Test Learn Optimize

25. “
”
How did you leverage the
assets created during the
program?

26. Going beyond the organic feed
Organic Syndication
Social Channels
Awareness Traffic Conversions
Marketing
Website + Newsletters
Lead Nurturing Traffic Conversions
Paid Media
Conversions
Social Ads + Native Ads
Awareness Traffic

27. “
”
What was your biggest
takeaway from these
programs?

28. The true value of influencer marketing
Performance
Tested
Content
Amplification
Rich Insights
Media
Efficiencies
Repurposable
Content

29. “
”
What percentage of budget
should marketers allocate to
influencer marketing?

30. How much should you be spending?
If you’re using influencer marketing that’s tied
to social channels, you should allocate 20-25%
of digital marketing spend. You can leverage
much of the content in other digital marketing
efforts to create more efficiencies
- Yolanda Youts
25%
“
”

31. Thanks for listening! Questions?