Scalability at low costs and reduced times

In order to raise awareness, the Head of Digital had no doubt: Micro Influencers are fundamental. Because when it comes to welding the brand to a community, the capillarity of the Micro Influencer channel is the strongest leverage. And when branding is strong, conversions explode.

But when you want to engage +200 influencers only in Italy, cost planning and management time is crucial. Not only marketing costs, but also the costs of management, human resources and therefore the time needed to execute an effective strategy. How do you justify that to the CEO?

Content production

As the Head of Digital of Skinlabo knows very well, the channel of Influencer Marketing does not have to be on its own, on the contrary, it is a full-funnel channel that must be integrated to the brand's customer journey.

From this, the challenge of being able to control the production of content so that they could be effectively reused on the other active channels of the internal funnel. Especially in paid ads, newsletters, website, social media. Because there is nothing stronger than the authentic social proof of influencers.

With the budget calculator knowing the cost of the campaign was immediate even before starting. By selecting the type of campaign and the number of influencers you want to involve, you can have a clear and precise idea of the budget to be invested.

Through the Roundabout platform it was possible to understand how to customize the campaign so both the number of influencer and content, for the best results. Quickly! This step is fundamental to be able to distribute communication over time, but above all to produce content that can also be used by the brand itself.

In this way the cost of influencers marketing has been amortized for the creation of content.

Skinlabo’s winning strategy was to select a Micro Influencer team in the most relevant niche mix and to engage profiles using an optimized ambassador program from the first campaign. 

The optimization consists in activating monthly campaigns with a 50% of new profiles and a 50% of renewals (ambassador). From month to month, only profiles with the best fit in terms of communication and performance become ambassadors.

In order to be able to carry out a continuous and fast-paced awareness, the marketing team of Skinlabo has decided to use our tool, in particular to succeed in:

• Identify profiles in specific niches
• Analyze real performance and keep up to date
• Avoid negotiation of fees
• Avoid contact management, agreements and payments one2one
• Manage the shipments of the supplied products
• Plan the influencer PED in order to align it to the brands' PED
• Connect and analyze the impact
• Get the original contents to be reused

Awareness & Advocacy

With Roundabout, Skinlabo managed to perform 13 influencer activities in one year, involving 214 Micro Influencers in Italy, getting +6M of Impression and x8 ROAS.

The strong impact of the influencer activity generated a compound effect already after the first 6 months of activity, bringing the brand to be desired and loved not only by the consumer community but also by the influencer communities linked to the ambassador network.

Cost and time savings

Thanks to the use of Roundabout, the Skinlabo marketing team has achieved a significant economic impact on cost optimization, for a total of +60k € saved.

‍In particular, the saving on the administrative costs necessary to scale the influencer activity, avoiding the manuality of the processes of search, analysis and execution. With almost 20 active influencers per month to be managed with the support of a tool, they optimized the effort/man keeping a small team of people.

Lastly, the considerable savings on content production, optimized thanks to brief control, obtaining +1500 content (photo + video) at less than 1/3 of the price. Content that they could spend on all online channels with the additional benefit of being able to show high value social proof.