Marks and Spencer international's Hannah Tyrrell presents a piece on how to create the perfect strategy for an influencer marketing campaign, based on M&S's current influencer strategy. She explores monitoring success not only on ROI but also on maximising the value of the content provided.

1. Hannah
Tyrrell
Social Marketing Manager
Marks and Spencer
M&S’s Approach to
Influencers
©2020 INCUBETA. ALL RIGHTS RESERVED.

2. M&S INFLUENCER
MARKETING
HANNAH TYRRELL
INTERNATIONAL SOCIAL MARKETING MANAGER

3. PLANNING AN INFLUENCER CAMPAIGN
CLARITY: Be clear about what you’re trying to achieve with influencers
MEASURABILITY: Set a clear and fair KPI for defining success (ROI)
PRECISION: Select the right collaborator(s) to achieve that goal
AMPLIFICATION: Maximise and extract value from every collaboration

4. “84% of marketers feel proving ROI of
influencer marketing is a challenge”
Influencer Intelligence - Influencer Marketing 2020

5. CAMPAIGN & GOAL SETTING
AWARENESS
CONSIDERATION
DECISION
KPIs SHOULD BE:
1. Relevant to your campaign goal
2. Use cost per result metrics to
allow for benchmarking ROI
REACH /
IMPRESSIONS= CPM
ENGAGEMENT= CPE
SALES =ROAS

6. “...marketers listed brand promotion as their primary reason
for working with influencers”
Talking Influence - PerformanceIN (October 2019)

7. AWARENESS: REACH THE RIGHT AUDIENCE

8. “Choosing the right influencer... can help
create relevancy within a receptive target
audience to ultimately drive business”
The Drum (November 2019)

9. CONSIDERATION: BE FASHIONABLY RELEVANT
Challenge: M&S is seen as uncool and unstylish
Solution: Engage fashion tastemakers to style M&S product; challenging that
perception and driving consideration amongst their fashion-conscious audience

10. CONSIDERATION: BE LOCALLY RELEVANT
Challenge: M&S trades in counter-seasonal markets, like Australia
Solution: Engage a selection of Australian influencers to create seasonally
relevant, market-appropriate content to localise the M&S product offering

11. “With average savings of 24% ... influencer content is
set to replace stock images and professional shoots”
Talking Influence - PerformanceIN (Oct ‘19)

12. DECISION: EXTRACT VALUE FROM
CONTENT
+41%
orders
+1.7ppt
CVR
+33%
CTOR
+22%
sales

13. “In the future, brands and influencers will work even
closer to build and foster communities that engage
in a shared passion for what those brands make”
Talking Influence - PerformanceIN (Oct ‘19)

14. DECISION: MAXIMISE RELATIONSHIP VALUE
✓ Negotiate payment to improve cost-efficiencies
✓ Organic coverage and additional deliverables
✓ Presents a genuine collaboration with truly invested influencers
✓ Build greater trust with audience, who value consistency
✓ Block competitor collaborations to help own that space

15. RELEVANCY
Their voice,
authority & credible
opinion
AUDIENCE
Their values,
brand alignment
& following
CONTENT
Their imagery,
videos &
words
Stop trying to prove
influencer ROI
Focus on extracting
and maximising
value
CONCLUSION:

16. THANKS FOR YOUR TIME