Pierre Fabre is the 2nd largest dermo-cosmetic laboratory on this planet and the 2nd largest personal French pharmaceutical group. Within the US, Pierre Fabre USA has an intensive portfolio of prestigious manufacturers equivalent to Eau Thermale Avène, Klorane, René Furterer, Glytone, and extra.
Within the article beneath, Elena Suarez, Affiliate Director of PR and Influencer Advertising at Pierre Fabre USA shares how she constructed its influencer program from scratch throughout a time of unprecedented uncertainty and alter.
How Pierre Fabre USA Constructed a Profitable Influencer Program
Crafted a tailor-made technique with the power to pivot
“After I joined Pierre Fabre in 2019 there was no inside PR division and no influencer program. The technique felt very straight from the standard ‘playbook’, together with issues like massive gifting campaigns, minimal analytics, and no in-person influencer occasions. When the COVID pandemic hit and all the pieces modified. The rationale why we have been in a position to rapidly and efficiently pivot was as a result of we did the exhausting work of clearly defining our objectives and key areas of differentiation, and didn’t enable ourselves to get distracted by competitor noise.” — Elena Suarez, Affiliate Director of PR and Influencer Advertising at Pierre Fabre USA
Constructing an influencer program for a big model from scratch is not any small feat. There are sometimes quite a lot of concerns and transferring elements, and it may be overwhelming to construct a method that’s measurable, predictable, and (if profitable) repeatable. To deal with this problem, Elena and her staff:
Outlined and prioritized key areas of differentiation. Every model has a singular character and differentiation level, and, in accordance with Elena, understanding and clarifying these two issues can present a powerful however versatile basis in your influencer program. This will help you identify who you companion with, what content material you place out into the world, and extra. For instance, Avène is a portfolio model with a French pharmacy heritage, and is rooted in dermatology with merchandise which are focused in direction of delicate pores and skin. To be able to craft Avène’s individualized influencer program, Elena first hung out researching who was educating and speaking brazenly about delicate pores and skin points on social media. This led her to search out skincare and dermatologist influencers — most of which have been prepared to strive Avène’s merchandise as a result of they have been already carefully aligned with their viewers’s wants and pursuits. Elena’s recommendation to different entrepreneurs? Don’t waste your time development chasing or copying competitor methods. There isn’t one technique to construct a superb influencer program, so it’s vital to search out your individual path to success!
Set clear key efficiency indicators. When Elena kicked off Pierre Fabre USA’s influencer program, she knew it was vital to set key efficiency indicators (KPIs) so they might simply measure success and determine areas of enchancment. For the reason that unique influencer program was meant to construct model consciousness and affinity, her and her staff set common KPIs like variety of activated influencers, video views, common engagement price, and distinctive hashtag makes use of. Then for extra particular campaigns like influencer product seeding, Elena set related “quantity” or exercise objectives. For instance, she would monitor the variety of new influencers connections or product sends. When she began Pierre Fabre USA’s influencer product seeding campaigns, there have been solely 15 influencers per week (roughly 60 a month), however since then it has quickly expanded to a listing of over 1,000 influencers that continues to develop.
Tip: Study extra about easy methods to set objectives and KPIs in your influencer program.
Created room for adaptability. The unique influencer program technique that Elena set out for Pierre Fabre USA in 2019 included traditional components like natural influencer product seeding, sponsored content material, and in-person occasions. Nonetheless, quite a lot of this needed to shift when the COVID-19 pandemic took maintain in 2020. Fortunately, lots of the objectives, goals, and key messages that the staff had outlined for his or her influencer program may very well be translated into different initiatives. For instance, in-person influencer occasions have been not allowed attributable to shelter-in-place mandates, so the staff morphed them into academic Instagram Lives. Equally, influencer product seeding campaigns remained a staple, however turned extra complicated. Elena and her staff needed to keep away from waste and likewise weren’t certain how a lot area every influencer needed to retailer merchandise — this meant they prevented doing mass sends, and as a substitute chosen influencers fastidiously and requested every one to opt-in to receiving merchandise. (Extra on this within the subsequent part.)
Developed various and artistic partnerships with prime influencers
“I’m actually passionate in regards to the relationship part of influencer advertising and marketing! If you wish to construct up a powerful community of companions in your influencer program you have to be scrappy, personable, and artistic. That is very true in case you are making an attempt to construct long run model advocates on a price range! I’m at all times difficult myself and my staff to repeatedly put money into their influencer relationships, even when it could take a while to see the return.” — Elena Suarez, Affiliate Director of PR and Influencer Advertising at Pierre Fabre USA
Influencer advertising and marketing is, at its coronary heart, all about constructing sturdy relationships. Should you don’t have a powerful community of companions, then your influencer program will fall quick. Elena and her staff did a number of good issues when constructing their community of companions for his or her influencer program:
Leveraged use circumstances to personalize influencer product seeding campaigns. To keep away from waste and inefficiency, Elena and her staff needed to ensure that they have been strategic about how they gifted merchandise. The staff did this through the use of product use circumstances to search out prime influencers. For instance, they used Traackr to discover influencers that had beforehand posted about challenges that their merchandise assist clear up like thinning hair and eczema breakouts. The staff additionally used Traackr to judge how influencers’ posts about gifted merchandise carried out — influencers that had excessive efficiency have been then thought of for paid partnerships.
Tip: Do you know that 61% of entrepreneurs report that lower than half of influencers receiving gifted merchandise truly submit on social media? Try our current influencer product seeding report back to uncover extra information, ideas, and techniques which may assist your influencer program.
Prioritized a various set of influencer companions. The sweetness business is a extremely saturated area, particularly in relation to influencer advertising and marketing. Elena and her staff knew they wanted to work with greater than conventional magnificence influencers, in order that they created influencer “subcategories”. A few of these embody: pores and skin specialists (physicians, dermatologists, and different pores and skin professionals), “skintellectuals” (common customers and influencers who’re captivated with all issues skincare), comedians, and mothers. These influencer subcategories have been activated in accordance with every model’s tone and wishes. For instance, portfolio manufacturers Avène and Glytone are centered round training and science — so the staff partnered with physicians.
Invested in relationship constructing and artistic campaigns. To make sure alignment, earn model love, and enhance creator retention, Elena and her staff targeted on constructing sturdy relationships with every influencer. A part of this was achieved just by spending time with each influencer, and a part of it was achieved by discovering distinctive methods so as to add worth to their influencer companions. In the course of the pandemic the staff wasn’t in a position to put money into quite a lot of conventional sponsored partnerships attributable to low price range, in order that they discovered a technique to assist causes that their influencers cared about. For instance, #AskAvene was an Instagram Reside sequence that targeted on the tutorial side of the model. Dermatologist companions like Dr. Mona Gohara, Dr. Ted Lain. Dr. Adeline Kikam, Dr. Elyse Love, Dr. Onyeka Obioha, Dr. Latanya Benjamin, and Dr. Jenny Liu have been requested to come back on each week and talk about a subject and pores and skin concern. In return for taking part on this section, the staff despatched Avène merchandise to a charity or hospital of the physicians selection. By the tip of the sequence, there have been over 10K merchandise donated to completely different charities whereas additional creating an incredible relationship with key opinion chief (KOL) physicians.
Embraced a performance-driven influencer advertising and marketing mindset
“Knowledge is essentially the most highly effective device out there for influencer advertising and marketing groups! This is the reason it is so useful to see that we’re getting extra platforms (like Traackr) to assist us measure and analyze efficiency metrics, spend effectivity, and value equivalency. At Pierre Fabre USA, we use information to grasp what we’re doing properly, set benchmarks for ourselves to work towards, and to uncover the place the “grey area” or alternatives for enchancment lie.” — Elena Suarez, Affiliate Director of PR and Influencer Advertising at Pierre Fabre USA
One of many trickiest and scariest elements of beginning a brand new influencer program is that you simply don’t have previous information to base price range or projected efficiency on. Fortunately, Elena was ready to make use of her prolonged expertise in influencer advertising and marketing to approximate what “good” efficiency regarded like for the completely different campaigns that the model was working.
As soon as the model accomplished its first few campaigns, one of many first orders of enterprise was to do a full efficiency audit. For instance, with a few of its early influencer product seeding campaigns, the staff evaluated:
- Which influencers talked about them essentially the most?
- Which influencers carried out finest? (earned essentially the most engagements, most video views, and highest engagement price?)
- Which influencers integrated the messaging and tone that match the model?
- Primarily based on the above, which influencers would move the “spend effectivity” take a look at in the event that they have been to be introduced on as sponsored companions?
One other instance was the model’s first TikTok marketing campaign, which had over 25 influencers. On this case, the staff evaluated:
- Variety of mentions per influencer
- Efficiency metrics per influencer (complete posts, engagement price and views)
- Spend effectivity per influencer (price per view, price per engagement, and many others)
- Value equivalency per influencer utilizing Traackr’s Model Vitality Rating (VIT)
Tip: Should you’re simply getting began and are not sure easy methods to measure or report on success, we’ve got a template for the last word influencer program report.
Pierre Fabre USA’s influencer program outcomes thus far
“Our main purpose has at all times been to make sure that we’re rising model consciousness, whether or not it is via natural or sponsored campaigns. As we glance to our future campaigns, we’ll proceed using a data-led technique, whereas making certain that we’re staying aggressive with our KPI’s, and leveraging a wholesome mixture of platforms and tendencies.” — Elena Suarez, Affiliate Director of PR and Influencer Advertising at Pierre Fabre USA
Provided that Pierre Fabre USA’s price range was small for its first marketing campaign, the staff initially set conservative KPIs. However because of the model’s skill to select the precise companions, develop actually participating content material, and leverage a number of social platforms, their outcomes far surpassed their objectives:
- 15 energetic influencers and posts (67% over purpose)
- 7,434,611 video views (1387% over purpose)
- 9.6% engagement price (380% over purpose)
- The marketing campaign additionally resulted within the creation of a brand new hashtag (#30secondstosoothe) which when first launched had 6.7M views on TikTok however now has 9.1M views
This was the start of Pierre Fabre USA’s paid influencer campaigns, and since then the group has continued launching completely different ones throughout all of their manufacturers, difficult themselves with aggressive KPI’s every time. Two standout successes embody:
- Avène’s Cicalfate+ Restorative Protecting Cream marketing campaign earned a 2.7M attain, 4.66% engagement price, and a spike in gross sales that helped shift it to the present primary product inside the Avène portfolio.
- Klorane’s Nationwide Dry Shampoo marketing campaign highlighted the cult favourite Dry Shampoo with Oat Milk, activating 98 creators and leading to 41M attain and a 7.3% engagement price. This product remains to be a favourite and prime performer inside the model portfolio.
Elena and her staff additionally use Traackr’s Model Vitality Rating (VIT) metric to repeatedly glean new insights and monitor the efficiency of their influencer program. For instance, in 2022, regardless of having a decrease variety of activated influencers, the model efficiently elevated their VIT attributable to sturdy content material efficiency and influencer loyalty. This 12 months, the staff is seeking to improve that VIT success much more by sustaining its sturdy model advocates whereas additionally placing further emphasis on activating extra influencers.
If you wish to keep updated on the wonderful work that Elena and her staff are doing at Pierre Fabre USA, observe the manufacturers on Instagram at @aveneusa @glytoneusa @renefurtererusa and @kloraneusa!