Increasingly connected but also increasingly cautious: this is what consumers look like according to Connected Life, a Kantar TNS research study that examined trust among consumers in late 2017.

The results can be summarized with a quote by Seth Godin, one of the leading experts of the current economic and business scenario: “People don’t buy goods and services. They buy relation, stories and magic.”

Today, the efficiency of a communication campaign is measured by its ability to create continuous exchange and emotional engagement with the consumer.
This is no surprise for marketers – like us – who believe in a human-to-human approach and in the importance of embracing a more empathetic and human dimension, read our Humanifesto.

“People don’t buy goods and services. They buy relation, stories and magic.”
Seth Godin

Blumarine, when 
Sara Sampaio is not enough

How can you tell the value of an iconic brand in a way that is always innovative and engaging? Building on the fame of super top-models such as Sara Sampaio or Georgia Fowler is enough to move your audiences? No. It isn’t. Brands should show their human side. How? Here are some tips:

#1 Influencers marketing to win consumers’ trust

What is the driving force of influencers, a sort of hybrid figure between testimonials and consumers? It can be summarized in keywords: Authenticity, Normality, Storytelling, Inspiration.

“Many Instagram celebs used to post amazing pictures, but things are changing. It’s no longer about beauty, it’s about storytelling.”
Kevin Systrom, Instagram co-founder

The truth is simple. The success of the influencer wave stems from the fact that they are perceived as normal people: this is why the brands that talk through the voice of influencers automatically become more trustworthy.

All brands VS fashion brands on Instagram (average page interaction)

If we add that 55% of users look for style insights on Instagram, it goes without saying that when a fashion brand wants to expand its campaign reach, leveraging on Digital PR is the way to go.

This is why we selected 6 influencers - based on qualitative and quantitative criteria - who were able to convey Blumarine’s values to their communities in a genuine and engaging way, thus further amplifying our #BlumarineStories campaign.

#2 Maximize touch points and engagement with your target audience

If you want to succeed you need to show that you know your target and are able to capture their interest. For Blumarine, we strategically chose videos as the core tool in our plan as video is a very familiar and popular channel among them. The purpose:

  • Repositioning the brand within a younger audience
  • Increasing the brand’s awareness
  • Driving e-commerce sales.

#3 The right mix of digital planning to reach our target

The international planning of #BlumarineStories was developed based on their conversion potential and using:

Programmatic advertising – buying individual impressions, paid based on the actual views by a specific target, defined according to geographic, demographic, social, economic and behavioral criteria.

Social advertising – on Facebook, Instagram and YouTube, with carousels and Page Post Videos in order to boost local awareness and engagement.

Retargeting – in order to rekindle the interest of previous visitors to the brand’s e-commerce who didn’t make a purchase, using a call to action inviting them to buy.

The benefits of our approach – a recap:

  • A perfect balance to support brand awareness and increase sales
  • A constant focus on the brand throughout the whole campaign
  • A careful target selection in order to generate relevant leads
  • A constant analysis of users’ types and behaviors when they visit the brand’s landing page and e-commerce sites
  • An accurate measurement of results and constant optimization of the campaign’s performance.

Results

  • Over 20,000,000 impressions (+36% vs. planned impressions)
  • Over 128,000 clicks (+47% vs. planned clicks)
  • Average CTR of social campaign 1.5% (vs. a market benchmark of 0.35-0.60%)
  • Over 40,000 visits to the e-commerce site
  • Over 76,000 interactions with influencers’ content (+60% vs. planning).

Find out more on our #BlumarineStories case study

The Author

Anna Bianchi

Strategic Director @ The Ad Store Italia and Doctoral Candidate in Marketing

If you want to know more about our approach and on how to develop an effective digital PR campaign, email me at anna@adstore.it

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