We’re delighted to announce the launch of our new Video Series ‘Meet The Clients’ where we are joined by industry titans from global brands. In each video, they’ll give their unique take on the increasing power of influencer marketing. They’ll also share how Wearisma’s solutions help drive the success of their online strategies and achieve their KPIs.
In Episode 1, we welcomed Global Brand Advocacy Manager from MADE.COM, Emma Little, to share her insight into how the brand has achieved impressive results from their recent campaigns and how Wearisma’s solutions have contributed to their success.
Don’t have time to watch the full video? Check out the short snippets or read our favourite bits from Emma’s chat below.
MADE.COM’s strategy and the benefits of using Wearisma
Discover what was so important to MADE.COM when choosing an Influencer Marketing Insights Partner, how they achieved their objectives, and how MADE.COM’s latest brand campaign generated 4x the average Engagement Rate for the brand.
Emma’s take on the future of Influencer Marketing
Find out the role Influencer Marketing has played in the success of MADE.COM’s in-house efforts, how the pandemic has changed this landscape and what Emma Little’s predictions are for the biggest obstacles to the growth and future within this space.
Wearisma’s tools have enabled us to not only find creators but also see how our project is performing and help us inform future campaigns.”— EMMA LITTLE, BRAND ADVOCACY MANAGER, MADE.COM
In 2019, MADE.COM announced that it was internalising its influencer marketing team. What role has Influencer Marketing played in the success of your in-house efforts?
From keeping the team in-house, we’ve managed to keep a direct relationship with the creators rather than relying on an agency to have that relationship. It has meant we can keep the influencer marketing strategy lined up with the wider 360 marketing plans. It also allows us to work directly with Wearisma, to use data-driven insights to influence our current and future projects.
How do you think the pandemic has changed the influencer marketing landscape?
From an industry point of view, the pandemic has changed the influencer marketing landscape because brands are starting to rely more on creators to create content. I see brands give a lot of creative control to influencers.
Brands have shifted their budget to creator marketing and content, away from out-of-home and ads. Specifically for MADE.COM, people have been at home and Wearisma data revealed that there was a 70% increase in Engagements for #homeware content on YouTube between 2019 and 2020. For us, it was a really positive impact.
What is important to you when choosing an Influencer Marketing Insights partner and why did you pick Wearisma?
For us, we want to be able to track really easily what work we’re doing, who’s talking about us, when, how often, and what they’re saying (UGC). Wearisma can offer that, along with ease of reporting. For us, it’s important to see a snapshot of our work and enable us to showcase the reporting to the wider business, feeding it back in a really simple way. The platform also allows us to build a community more so than anybody else.
Our recent survey found that 76% of people would be encouraged to purchase from a brand if they were first provided with gifts. How has MADE.COM evolved its gifting strategy to achieve its KPIs?
We’re really focused on building a community of true advocates and loyalty. We have moved away from gifts in return for a sales strategy, into more of a paying it forward and community-based-focused project. Not only does this give the creator more autonomy and purpose but it creates more long-lasting relationships. In order to do this, Wearisma’s tools have enabled us to not only find creators but also see how our project is performing and help us inform future campaigns.
MADE.COM’s latest brand campaign generated 4x the average Engagement Rate for MADE.COM, what were the main contributing factors to this success?
The fact that it was a wider 360 campaign shows the power of a tied-up marketing project. It ensures that the influencer marketing element was built into the beginning part of the campaign. We were also able to tap into the emotional connection of home which is very relevant right now.
A big part of it for us was trialling TikTok for the first time on both organic creator’s channels and our paid channels. According to Wearisma’s report, TikTok was the most successful platform for this campaign and it generated almost double the ER of Instagram stories and 4x the brand’s average.
What do you think will be the biggest obstacle to the growth of the influencer marketing space?
The biggest obstacle to the growth within the space is when influencer marketing is integrated into the wider marketing mix but brands do not understand the value and power of incorporating it within their wider plan.
Another contributing factor is when brands do not have a clear reason to work with creators, why or what they’re paying them, and when they’re not using data-driven insights or reporting to really think through that strategy and approach.