Influencer marketing is quickly becoming a channel that’s part of all comprehensive marketing strategies. So, what’s missing from this relatively, but incredibly exciting new channel? How to track and manage influencer campaigns, and scale!

1. Building Long Term Value
through Influencer Marketing
Mae Karwowski, CEO

2. ● Session Recording + Slides will be sent out
● Handouts can be found on the right
● Submit questions to our panelist
Today’s Logistics

3. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

4. O B V I O U S L Y
A Platform + Team That Scales
Influencer Marketing and Relationship
Building For The World’s Iconic Brands

6. Today’s Agenda
● Why Influencer Marketing?
● How To Build An Influencer Network?
● Case Studies & Best Practices
● Different Approaches To Influencer Marketing

7. Why Influencer Marketing?

8. On Average, Americans spend
5 Hours
a Day On Their Phone
Techcrunch 3/3/2017

9. 51%
of Time Spent Is on Social Apps
Techcrunch 3/3/2017

10. 92%
of Consumers Trust Peers
Over Ads and Celebrities
Entrepreneur 1/16/2017

11. Over 70% of Millennials Ad Block
Entrepreneur 1/16/2017

12. HOW TO BUILD AN INFLUENCER NETWORK
What Works:
● Form authentic long term relationships with
influencers
● Work at SCALE (100s - 10,000s of influencers)
● Prioritize product/experiences over payment
● Test, learn, optimize

13. HOW TO DRIVE REVENUE
What Works:
● Drive traffic
● Email sign ups
● Promo code redemption
● Create ads from influencer content
● Drive in store traffic
● Brand Awareness

14. Which Influencers to Work With?
Pyramid of Influence

15. Find the influencers who reach your
desired audience
IDENTIFICATION

16. Demographic, engagement, and
impression numbers
AUDIENCE
DATA

17. Product/Experiences > PaymentINCENTIVE

18. Photo Rights, Contracts Up FrontNEGOTIATIONS

19. Content Creation InstructionCREATIVE BRIEF

20. Emails for days.MANAGE
COMMUNICATION

21. Shipping and Packaging is ImportantLOGISTICS

22. Which Influencers’ Audiences
Respond?
CONTENT
PERFORMANCE

23. Organize Your Influencers,
Focus on the Best
MANAGE YOUR
NETWORK

24. Keep communicating and engagingUTILIZE YOUR
NETWORK

25. CASE STUDY 1:
Growing a Large Beauty Brand’s Online Community
25

26. C A M P A I G N O V E R V I E W
26

27. Campaign Overview
ASK: A large beauty brand reached out to
Obviously to launch their online community of
makeup enthusiasts.
RESULT: Over 150 influencers joined the brand’s
online beauty community, sparking discussions,
posting videos and reviews, and encouraging
their followers to join as well.
27

28. Gamification
Influencers were offered incentives for going
above and beyond the minimum brief
● We sent influencers gift cards to the site. When the Network officially launched, influencers
posted on Instagram featuring their favorite beauty products and put out a targeted call to
action for their audiences to follow them on the Network.
● Influencers earned additional products for remaining active on the Network. This generated a
massive variety of content for the brand from Instagram Stories, how-to videos, positive
reviews, and discussions. On average, influencers made 6x more posts on the community
board than required and created 1.75x more permanent posts on Instagram.
28

29. Located in Major Cities,
Audiences: 20-35 yr old
Sweet, Feminine Aesthetic,
Makeup Enthusiasts,
Reached Local Audiences,
Engagement over 2%,
Less than 10% Fake Followers,
Willing to Collaborate
Long-Term With the Brand
IDENTIFICATION

30. Post Minimum: 2 Instagram Posts,
3 Community Network Posts
Incentives offered for additional content
Most Active Influencers Represented the
Brand at Beautycon
Future Opportunities
CAMPAIGN STRUCTURE

31. Total
Per Post Average
Full explanation of KPIs available in Appendix
Engagement Stats
4,516 Likes
96 Comments
4,612 Engagements
10,016,470 Impressions
1,266
Reviews on
Website
2,644
Engagements on
Beauty Network
368 Instagram Posts
Campaign
Engagement Rate
3.6%
31

32. $1,020
EMV / IG Post
$342,076
Accrued EMV
EMV: Our EMV calculation is based on our proprietary formula.
We use Instagram’s ad manager to estimate a value for a every
like, comment and impression (per industry) and apply that
value to the engagement garnered by influencers. The EMV
represents what a brand would have to spend in traditional
social ads to have the same impact as the influencer content.
Full explanation of KPIs available in Appendix
Instagram EMV Stats
Additional Collaborations
32
Over 20 total
collaborations with this
brand, Obviously has
worked with 383
Influencers and generated
a total EMV of $511,204

33. C A M P A I G N C O N T E N T
33

34. 43K Followers
$1,593 EMV
167K Followers
$2,809 EMV
Instagram Content
34
128,007 followers
$4,371 emv // 5,851 likes

35. 13K Followers
$440 EMV
24K Followers
3.4% Eng. Rate
Instagram Content
35
41,860 followers
$1,199 emv // 1,303 likes

36. Instagram Content
36
62,994 followers
$1,644 emv // 2,143 likes
146,679 followers
$2,714 emv // 2,662 likes
33,464 followers
$1,404 emv // 1,735 likes

37. Instagram Content
37
174,699 followers
$1,864 emv // 1,276 likes
20,969 followers
$908 emv // 903 likes
27,944 followers
$658 emv // 643 likes

38. CASE STUDY 2:
How Long-Term Collaborations Outperform One-Off Campaigns
38

39. C A M P A I G N O V E R V I E W
39

40. H Y P O T H E S I S
Long term collaborations
outperform one off campaigns

41. Test Campaign Overview
ASK: Develop a wide network of influencers and
grow the brand’s overall social presence and
increase their online following.
RESULT: Over several campaigns, the brand has
worked with hundreds of influencers. It’s social
following has grown by 25%, generating an EMV
of over $680K.
41

42. First Campaign
42
● Obviously reached out to a group of 25 influencers and offered them gift cards for
their choice of clothing from the brand’s website.
● Influencers posted once on Instagram mentioning the brand.
● By the end of the campaign, influencers had amassed 30,753 likes and 2,101
comments. The campaign generated the equivalent of $26,159 in marketing value.

43. Raising the Bar
After the success of the first campaign, we
decided to take the relationship a step further
with ongoing projects.
● The brand selected their absolute favorite influencers to re-engage for another
collaboration, and Obviously reached out to more high-quality fashion influencers to connect
with the brand.
● To date, Obviously has run a total of 19 influencer campaigns for the brand, developing an
ever-expanding network of influencers with relationships to the brand.
● By constantly re-engaging their favorite influencers, the brand continues to raise the quality of
the content and their engagement.
43

44. Located across the United States
Audiences: 20-50yr old
Trendy and Sophisticated Aesthetic,
Interest in Fashion, Travel, and Lifestyle
Reached Local Audiences,
Engagement over 2%,
Less than 10% Fake Followers,
Willing to Collaborate
Long-Term With the Brand
IDENTIFICATION

45. Post Minimum: 1 Instagram Post per
project
Also incorporate blog posts, videos, and
Instagram Stories
Offered gift card to purchase their choice
of product from brand website
Future Opportunities
CAMPAIGN STRUCTURE

46. W H A T W E F O U N D
It really works!

47. W H E N A S K E D T O P A R T I C I P A T E
4x increase in influencer activation
compared to the one off
campaign

48. These influencers produced 3.75x
more content than the one off
campaign
W H E N A S K E D T O C R E A T E C O N T E N T

49. Total
Full explanation of KPIs available in Appendix
Campaign Results
20,867,821 Reach
25%
Increase in Brand’s Social
Media Followers
750,760 Likes
33,485 Comments
49
Overall, the brand’s cumulative campaigns have resulted in:
2.7%
Ave. Eng. Rate / IG Post
$687,910
Accrued EMV
EMV: Our EMV calculation is based on our proprietary formula.
We use Instagram’s ad manager to estimate a value for a every
like, comment and impression (per industry) and apply that
value to the engagement garnered by influencers. The EMV
represents what a brand would have to spend in traditional
social ads to have the same impact as the influencer content.

50. January
2017
March/
April 2017
May
2017
June
2017
July
2017
August
2017
EMV/photo $443 $746 $678 $1,109 $1,292 $1,227
Avg. Followers 26,468 35,485 37,017 74,767 47,737 45,372
Avg. Likes/post 812 1,138 948 1,688 1,315 1,244
Ave. Eng. Rate 2.1% 2.4% 2.6% 2.4% 3.8% 3.3%
Project Improvement Over Time

51. Brand Follower Growth Over Time
The brand’s Instagram following has been steadily rising over the course of their collaboration with Obviously. We
have also observed a strong correlation between influencer impressions and the brand’s followers.

52. Influencers are people, not ad units
2. Stop the Hustle
Influencers get to work with one brand they love, rather than a
bunch of one-off campaigns for several brands.
1. A Relationship Forms
If they’re authentically excited about the opportunity, this
makes for more and better content.
3. The Enthusiasm Shows In the Content
The audience responds to this excitement.

53. C A M P A I G N C O N T E N T
53

54. 13,768 followers
$802 emv // 1,390 likes
22,563 followers
$1,091 emv // 2,507 likes
Instagram Content
54
20,931 Followers
$1154 emv // 1314

55. 22,532 followers
$736 emv // 760
Instagram Content
55
35,175 followers
$832 emv // 1,551 likes
24,227 followers
$1,569 emv // 3,716 likes

56. Instagram Content
56
25,949 followers
$1,957 emv // 2,433 likes
73,372 followers
$2,960 emv // 2,043 likes
21,181 followers
$1,498 emv // 1,752 likes

57. Instagram Content
57
70,768 followers
$2,028 emv // 2,317 likes
103,109 followers
$2,290 emv // 2,586 likes
108,927 followers
$2,365 emv // 2,264 likes

58. Influencer Content for Ad Creative
58
Outperforms brand created assets by 35%

59. Email Acquisition Influencer Campaign
OBJECTIVE
25 influencers on Instagram to promote Sekkisei’s
Free Samples Distribution
CONTENT
In order to raise engagement, influencers were
sent 3 Sekkisei products that they promoted on
their accounts, driving their audiences to a
landing page.
RESULTS
27 Posts
19,000 Likes
866 Comments
15,000 Emails Captured

60. 1. INFLUENCER POST
Create a post on Instagram that sends
audience to quiz landing page, and
share the landing page on Blogs
1-3% click rate
2. SAMPLING
Users on landing page discover the
benefits of the product and enter their
information to receive the samples
40% - 50% sign-up rate
3. EMAIL CAPTURE
To receive quiz results or sample, users
will enter their mail and email addresses
END

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61

62. Questions for Today’s Speaker?
Mae Karwowski
CEO & Founder

63. contact
mae karwowski
mae@obvious.ly
NY - SF - LA - PARIS