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Planning and analyzing your influencer marketing campaigns

Laureline — Thu, 02 Jun 2022 09:50:37 +0000

Influencer marketing is now, without a doubt, one of the most effective digital levers. Nevertheless, it is difficult to know how to approach an influencer marketing campaign! The Stellar tool is there to help you: it makes influencer marketing accessible to everyone.

A good influencer marketing strategy has to follow 4 steps:

Define your influencer marketing strategy
Which objective? Which targets? What message? What DNA for your brand?
Research, identify and analyze influencers
This step is key! This is where you will choose relevant influencers for your campaign. Thanks to Stellar’s search engine, you can search and identify the influencers that are relevant to you, among a catalog of more than 20 million influencers present in France but also internationally.
Managing your influencer campaign
It is now time to move on to the concrete part of the project: planning the campaign, creating the brief, contacting the influencers, following up on the relationships, paying them etc.
Tracking the impact The last step is to monitor the impact and ROI. This step is a laborious one if it is done without the help of a dedicated tool. Thanks to our tool, it is possible to have access to a global view of the campaign’s performance as well as to all the influencer’s statistics.

If you want to learn more about these 4 steps that make a successful influencer marketing strategy go read the article from Web & Marketing Co’m in collaboration with Stellar.

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Predicting and measuring the success of an influencer campaign

Laureline — Tue, 10 May 2022 08:50:22 +0000

In 2022, more than 75% of advertisers were planning on using influencer marketing, as it has undeniably become one of the most effective marketing levers. It is therefore now essential to use a tool that can help to correctly understand an influencer marketing campaign.

Stellar’s SaaS is a tool that allows you to manage your influencer marketing strategy from A to Z. It facilitates the daily life of marketing professionals for their influencer campaign, it helps anticipate your results and measure your real performance.

To learn more about how our tool works and what it offers, read the article in French of Siècle Digital.

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Stellar winner of 3 awards at the Cas d’Or of Performance Marketing ! 🏆🏆🏆

Laureline — Mon, 04 Apr 2022 10:32:33 +0000

Stellar and its partners, La Redoute and Awin Global, received 3 awards in 3 different categories at the first edition of the Cas d’Or of Performance Marketing held on February 17, 2022 in Paris: Gold in Innovation, Gold in Influence Marketing and Bronze in Awareness and Performance. These awards honor the tech and performance collaboration between Stellar SaaS, La Redoute and Awin Global.

The Cas d’Or, a spotlight on the best 100% Performance Marketing solutions

For more than 20 years, the performance-oriented Digital Marketing has been in constant growth. It is made up of actors, publishers, agencies, affiliation platforms whose economic model is indexed and/or driven by results.

The Cas d’Or of Performance Marketing showcased representative cases in this segment, through partnerships between publishers, platforms and solutions, agencies, advertisers and e-retailers.

A prestigious jury composed of decision-makers in digital marketing and acquisition had the heavy task of selecting the winners of the 2022 Cas d’Or of Performance Marketing. This jury was composed of, among others:

Audrey Leblanc, Digital Director, Communication & Marketing for Celio
Clémence Bussière, Head of CRM & Acquisition for Printemps
Emilie Lambrot, Acquisition & Data Performance Manager for Hermès
Guylain Meykiechel, Head of Global Acquisition & Media Strategy for Deezer
Marion Graff, VP Marketing & Digital Senior Brands for Meetic
Olivier Granda, Traffic Acquisition & E-Commerce Manager for But
Raphaël de Boishéraud, Digital Marketing Manager B2C for EDF

The entire list of jurors here.

The winning case: How to create a powerful influencer marketing entity by combining perf-influence and brand influence? Rethinking your processes with the Stellar technology

More than ever, the organization of teams in a marketing department must be re-thought. Silo management must be replaced by flexible and collaborative organizations. La Redoute France understood this and with its partner AWIN, they have decided to rely on Stellar technology to rethink the way they use influence in the leading fashion and home goods retailer.

Challenge for La Redoute: creation of an influence brandformance entity

Create synergies in influencer campaigns that have been run for too long in parallel and asymmetrically by two different teams with distinct objectives: the performance team (traffic and conversions) and the brand team (visibility, image). The objective is to eliminate the boundaries between branding and performance in order to be more efficient and remain competitive in the sector. The breakthrough innovation lies in the structural modification of the organization between the different marketing departments of La Redoute.

Solution: change your processes with the Stellar technology

The Stellar platform has enabled La Redoute and AWIN:

to find and map relevant influencers according to their universe, the audiences they reach and the objectives they can reach (visibility or conversions) while providing a common database to the teams in order to avoid duplicating contacts and actions.
to organize projects and communications with influencers in a transparent manner for a global view of all teams. The result: industrialization of processes, intensification of collaborations (from 80 partners in December 2020 to 500 in June 2021) and a duplication of actions.
to make quick cross-platform campaign assessments, with automatic content feedback, and efficient, with a detailed view of the KPIs achieved and cost-effectiveness: by campaign, by social media and by influencer. Results: 1 single campaign for 2 teams and several objectives.

Implementation of the device – Success Story: La Redoute Black Friday campaign

For the holiday season and the Black Friday, La Redoute launched a 360° promotional and branding campaign to increase the visibility of its actions during this period of shopping, good deals and gifts. Using the Stellar platform, the company selected micro and macro influencers, whose focus was on family, fashion and/or lifestyle. Over 80 partners were monitored on the Stellar tool in less than 4 weeks.

Results:

An exceptional reach of 39 million
12 million followers reached
726K engagement
2500 sales out of 100,000 clicks

Stellar seen by La Redoute – Interview with Anna Faure, Head of Media at La Redoute

Q: Stellar, failure or success?

Anna Faure: “For La Redoute, it’s clearly a great success because we’ve finally found a tool that allows us to manage our influencer campaigns more effectively, both on the branding and performance side, through the choice of influencers with whom we’ll collaborate, the implementation of campaigns and, last but not least, the performance monitoring.

Q: A real asset in a brand/performance strategy?

AF. : “Stellar is a real asset in our influencer performance strategy, because at La Redoute, we’ve been working on the influencer segment for many years, but each time it was split between two teams: the team that managed the branding part and another team that managed the performance campaigns. Thanks to Stellar, we were finally able to combine these two teams through a common tool that allowed us to monitor the management of our influencer campaigns much more efficiently, between the choice of influencers, the identification and management of campaigns, and the performance monitoring part, which allowed us to monitor all of the actions, both branding and performance, operated by La Redoute, using the same tool.”

Q: What impact did this have on the organization of your marketing department?

AF. : “The implementation of Stellar at La Redoute has also allowed us to better organize our services and our organization within the marketing and communication department. Indeed, we were able to unify our strategies more easily, have common objectives and work much more collaboratively, whether it was in identifying influencers, ensuring that there was only one contact by one person and that there was no duplication in the collaboration, to be able to implement campaigns much more effectively with perhaps common objectives, once again, which could meet branding objectives as well as performance. And last but not least, the performance tracking part, because thanks to Stellar, we can much more easily track all the KPIs that we track at La Redoute, and once again from the more branding KPI’s to the more performance KPI’s and have all that on the same tool to be able to easily share internally, to our management for example.”

https://stellar.io/wp-content/uploads/2022/04/Anna-Faure-Avis-Stellar_3.mp4

About Stellar, La Redoute and Awin Global

Stellar: The Stellar solution makes influencer marketing smarter, simpler and more effective for everyone. The software allows you to identify influencers, analyze their profiles and audiences, launch collaborations and track published content and results. Stellar is today the most complete solution to collaborate with the right ambassadors and launch effective and ROI-producing influencer marketing campaigns on social media.

La Redoute: For 180 years, La Redoute has been making the French art of living in fashion and home decoration accessible to the greatest number of people. La Redoute is a timeless company, a transgenerational story based on creation and permanent innovation. The La Redoute website is visited by more than 7 million unique visitors every month and La Redoute’s reputation in France is considerable: 99% awareness among 18-65 year olds.

Awin Global: With 20 years of experience with more than 17,500 advertisers and over 225,000 active publishers, Awin manages the largest network of affinity publishers in the world. Awin offers solutions adapted to publishers at the beginning of the buying process, such as influencers, to keep them active and loyal.

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How to find influencers for your campaigns?

Laureline — Mon, 28 Mar 2022 09:15:56 +0000

Finding the right influencers for your influencer marketing campaigns is a long process. Indeed, it is not easy to find influencers that are relevant to the product, the service or anything you want to promote.

In order to avoid wasting valuable time manually searching for influencers, tools like ours exist. Stellar will help you carry out your influencer marketing campaign, from the first to the last step.

In addition to discovering more about our tool and how it works, it is important to learn more about influencers and influencer marketing: What is influencer marketing? What is an influencer? How to find the right influencers?

To learn more about the world of influencer marketing and the Stellar tool, read the article in Journal du CM.

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The Major trends in influencer marketing for 2022

Laureline — Thu, 27 Jan 2022 09:07:02 +0000

It is undeniable: the way we communicate on social networks and collaborate with influencers has changed. For good reason, the COVID-19 pandemic has completely overturned the codes of information consumption, shaping at the same time the new relational and commercial models of tomorrow.

These major upheavals have been accompanied, for almost two years, by a meteoric rise in the use of social networks and online purchases, but also by a stronger engagement of communities, allowing influencer campaigns to flourish through TikTok videos, live streams on Twitch or even virtual reality video games.

Above all, they have had a positive impact on the mindset and requirements of everyone in the influencer marketing sector, pulling our industry upwards in a way. What mattered this year and will matter more than ever in 2022 are the values of transparency, authenticity, accountability, integrity and effectiveness, which will be guaranteed by a winning combo of education, best practices and solid technologies. To gain visibility, credibility and conversion in 2022, it will therefore be necessary to embrace these strong values and to show more audacity, more vision, and more consistency.

In order to guide you into this new era, it is as a software provider and influencer marketing agency that we unveil our «Influencer Marketing Trends 2022» report. Our idea here is not to give an overview of all the new trends, but to highlight the winning strategies for creating relevant, effective, credible and meaningful influencer campaigns in 2022.

14 trends in influence for the year 2022

1. Transparency and professionalism

In 2022, it is no longer a time for ambiguity, but rather for transparency regarding the identification of partnerships, paid or not, between brands and influencers. To learn how to master this legal and ethical framework, training courses and schools of influencer marketing are proliferating, aimed at opinion leaders as well as brands and marketing teams. For its part, the law is specialising in the field of influence marketing in order to better protect the players in the sector, i.e. brands, agencies and influencers.

2. Responsible influencer marketing

Strong and committed values will be more than ever at the heart of influencer marketing campaigns in 2022. An expectation from consumers who now buy a product partly for the values of the brand that markets it, but also from influencers who no longer hesitate to refuse a collaboration due to lack of alignment with the brand. However, «being» will no longer be enough in 2022, it will also be necessary to «do» by carrying out concrete actions in order to support the defended causes.

3. Amplification and consistency

In 2022, an influencer marketing strategy can no longer be thought of as a stand-alone, but must be initiated or derived from a more global communication strategy, in order to create coherence in the various messages and thus increase the campaign’s influence. Implementing an amplification strategy will then become the norm, but this will not be done without a clear contractualisation of intellectual property. Furthermore, marketing agencies that master the 360 will become your best allies.

4. Influencer mix, genres and formats

2022 will be about variety and diversity: variety of content creators (mega, macro, micro, nano, superfans and brand advocates), variety of genres (human influencers, virtual influencers and animals) and variety of available formats (videos, photos, carousels, Lives, Stories, audio…). Whether it’s during different campaigns in the year or within the same campaign, you will have to vary in order to achieve creative and performing content.

5. Long-term collaborations

In 2022, one-off collaborations will give way to long-term partnerships in order to gain authenticity and credibility with communities, maintain a better relationship between campaign actors and obtain a regular flow of content over the year. These collaborations can then take two forms: as a thread, where the influencer becomes a brand ambassador for the year, or as a product co-creation, for the duration of the creation of a campaign or a product, hand in hand.

6. Co-creation

More than ever, the year 2022 will be characterised by the growing involvement of influencers with their campaigns. Co-creation of a campaign with an effective strategy adapted to consumers’ expectations or co-creation of a product for innovative campaigns with high conversion power, influencers will no longer be considered as simple communication relays, but will become real partners integrated within the brands’ sales and marketing teams. Consumers will also make their voices heard. Integrating them into the creative process will become imperative to the success of your campaigns.

7. Storytelling

Consumers are becoming more and more resistant to strictly promotional messages, looking for more authenticity and emotion in content. In order to meet these new expectations, marketers will have to turn to storytelling, the art of narration and emotions to win over consumers. Vlogs, testimonials, unboxing, hauls… These formats, very often videos, will have to be tested quickly to react.

8. B2B influencer marketing

B2B influencer marketing is developing at breakneck speed and will become a must in 2022, shaking up the standards of influencer marketing. Beyond the number of subscribers and the engagement rate, the power of the influencer’s expertise will now become key in your selection criteria. As for the leading communication channels in the B2B context, LinkedIn will take pride of place, followed closely by Twitter, Facebook and blogs.

9. Short videos (TikTok, Reels and Shorts)

In 2022, TikTok will continue its rise to power, imposing the new codes of social feeds at the same time. With Instagram Reels and YouTube Shorts as strong challengers, short videos will attract more creators and brands for their fun, dynamic and immersive nature.

10. Podcast

Beyond video, audio is also experiencing phenomenal growth, attracting more and more listeners, but also brands. Influencer marketing in 2022 will not be possible without podcasts, whose forms of monetisation are constantly growing and diversifying, nor without social audio (Facebook Live Rooms, Twitter Live Spaces, Spotify’s Greenroom…).

11. Twitch

Twitch was undoubtedly the platform of all records in 2021, but also the one of evolutions (diversified content beyond gaming and an increasingly feminized audience), becoming a channel to take very seriously in the influencer marketing sector. If you want to invest in this platform in 2022, you will have to launch campaigns that are in line with the platform’s codes of practice, in particular its gamification.

12. Live Shopping

As the global Covid-19 pandemic has pushed consumers to shop online more, web and social giants have seen these changes as growth opportunities, developing social selling and live shopping at high speed. Whether on social networks or e-commerce sites, the newly available features will help content creators and brands alike to maximise their performance, opening up new sources of visibility, engagement and revenue.

13. Influence in the age of the metaverse

What will be the future of influencer marketing in the Metaverse? Some forward-thinking brands, mainly in the fashion and automotive industries, suggest that marketing will evolve via 3D gaming and NFT. In any case, brands will need to create their digital doubles in 2022 if they want to consolidate their status as leading, innovative and connected companies. To do so, they will need active ambassadors in the Metaverse or virtual influencers who are perfect in the role of first inhabitants of this virtual world.

14. Tech and Data

Influencer marketing is evolving. In order to adapt to the new codes and uses easily and efficiently, a data-driven approach is essential. Modern tools, leveraging AI and machine learning, help identify relevant influencers based on their stats, audience authenticity, and transparency; and help evaluate the performance of collaborations in terms of sales, ROI, and audience feedback.

The Stellar White Paper: a complete and informative book

Influencer marketing is evolving at a fast pace and it is sometimes difficult to keep up with all the current trends. For this year 2022, Stellar has launched its white paper listing the 14 major trends, listed above, to implement or take into account in the future for a successful influencer campaign. These trends are explained and analyzed in detail for an in-depth understanding of the industry.

For this book, we have chosen to support our predictions with market stakeholders coming from all horizons of the influence ecosystem. Indeed, each trend is supported by inspiring testimonials from experts (brands, agencies, agents, media, legal experts and influencers) from major companies such as Colgate-Palmolive, RTL Belgium, Publicis Consultants, TBWABelgium, The Walt Disney Company… and Stellar!

In addition to the testimonials, concrete examples of successful campaigns and advice for professionals are provided for each trend to help marketers implement them in their strategy. All the keys to a winning influencer marketing strategy to make a difference in 2022!

Preview of the White Paper

To give you a preview of what to expect, we invite you to discover this carousel published on LinkedIn which includes the 14 trends discussed in the White Paper and excerpts from the testimonials of some of our 37 experts.

Discover our White Paper and make your future campaigns more impactful!

Download the entire book now:

In French : ici
In English : here

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Influencer marketing: trends to follow in 2022

Laureline — Tue, 04 Jan 2022 15:18:16 +0000

Influencer marketing is one of the fastest growing sectors. Social networks are now extremely popular, as a result, influencers are gaining in importance: they are numerous and have a significant impact on consumption patterns. It is therefore of undeniable importance to invest in influencer marketing now.

In order to help influencer marketing professionals build the best possible strategy, we have gathered in our White Paper all the trends of the year 2022 to follow in influencer marketing.

The importance of storytelling, B2B marketing, the success of Twitch, live shopping, AR/VR and Metavers are explained in the article of Siècle Digital.

Interested in discovering the 2022 industry trends in detail and learning more about all of these topics? Download our free white paper now!

Stellar will use your contact information to provide products and services to you. This information will be use in accordance with our data management policy. You can unsubscribe at any time.

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In 2021, Stellar is supporting the Telethon

Laureline — Fri, 19 Nov 2021 10:32:47 +0000

After supporting the AFM-Telethon for the first time in 2018, Stellar renews its desire to support the French association as an official influencer partner. Mobilizing influencers around strong and impactful actions on social media is the ambition of this partnership, and more generally the ambition of Stellar.

For several months now, we have all been living in an exceptional and difficult environment: the worldwide pandemic of COVID-19 has indeed turned our habits and our society upside down.

Today, altruism and kindness are more necessary than ever. This has also been felt in the influencer marketing community, where many brands and influencers have supported vaccine research and other non-profits in their efforts, highlighting the positive power of influence in times of crisis.

One year later, the commitment of influencers to causes remains as strong as ever.

What is the AFM-Telethon?

The “Association Française contre les Myopathies” (AFM) translated to “French Association against Myopathies” is an association of committed activists, patients and parents of patients that organizes every year, since 1987, a charity event – the Telethon – to finance research on rare and severely disabling genetic diseases. The AFM-Telethon was born of a conviction and a desire: to cure diseases long considered incurable.

The AFM-Telethon has three missions:

To heal: research and development of innovative therapies
Helping patients (care, support)
To communicate knowledge to families, professionals and the general public.

The Telethon is a popular movement that is unique in the world because of its scope. It gives the AFM-Telethon association the means to fight against the disease. Indeed, year after year and thanks to the loyalty of donors, partners and volunteers, the Telethon has changed the destiny of thousands of children. The association allows patients to benefit from diagnoses, adapted care paths, a better quality of life and, for some, the first treatments. Tomorrow, with everyone’s support, the Telethon can continue to change everything.

The #TelethonChallenge to make a difference

Since October and until December, Stellar is pleased to volunteer its technology, its network of influencers and its teams to the #TelethonChallenge movement. We have invited a large number of influencers, including @Camisandra_off, @Lawrameschi and @Ninoarial, to join the #TelethonChallenge movement via our platform, with a simple mechanism: launch the challenge of their choice (sports, humor, dance, etc.) on Instagram and TikTok and encourage their communities to participate.

The objective: to raise awareness in their communities, to mobilize them to advance research and to support the fight against rare diseases led by the AFM-Telethon, including through donations.. Indeed, influence also makes it possible to have an impact on mentalities and help raise awareness in communities on societal, environmental and solidarity issues.

The objective: to raise awareness in their communities, to mobilize them to advance research and to support the fight against rare diseases led by the AFM-Telethon, including through donations. Indeed, influence also makes it possible to have an impact on mentalities and to help raise awareness in communities on societal, environmental and solidarity issues.

As the Live format is very popular, the influencers will also have the possibility to organize one with a researcher or a young person of the association to exchange and answer questions from the community. This is an opportunity to highlight authentic exchanges and increase the visibility of the association and its fight.

@jordanthefreestyler À votre tour de faire une crossbar pour le #téléthonchallenge Pour ce projet je nomine @capuchemantv @kafifoot ♬ son original – jordan meunier

@mtombola J’attend vos vidéos ! #telethonchallenge #telethonbondisplushaut les meilleures vidéos risque de passé à la TV ! LETS GO ! @telethon_france #pourtoi ♬ son original – MOUSSIER TOMBOLA

A 6 hour live on Youtube

On December 4th, from 6pm to midnight, the digital show of the Telethon will be broadcasted live on Youtube. It will be an opportunity to put the spotlight – on the official website and social media – on the challenge makers and to make the donation counter explode. Celebrity surprises are also planned for each level of donations reached.

The creators will be invited to talk about their challenge, the feedback they received from their communities, and will participate in a sequence where they will have the opportunity to redo the challenge, to participate in a challenge on stage, etc.

A digital evening that promises to be full of surprises!

Operation TikTok

The ultra-trendy social media TikTok is a partner of the Telethon this year. Since the launch of the Telethon Challenge, the platform highlights the hashtag of the same name with a dedicated corner. This corner is highlighted, and the TikTok publications of influencers are pinned on the front page. Tiktok also allows the promotion of Live (with push notifications to users).

A significant boost for the association!

Stellar at the Telethon launch party

On Tuesday, October 5, 2021, Stellar was invited to celebrate the launch of the Telethon during a unique evening. This event was an opportunity to discover the entire digital ecosystem of the Telethon, and especially its role as a leader in solidarity in the digital age. The different teasers of the #TelethonChallenge and #TelethonGaming events were presented.

An impressive panel of influencers and partners were present to cover the event and share with their followers the progress of the evening and to create content announcing the rest of the campaign.

@camisandra_ #telethondigital @MOUSSIER TOMBOLA @baptistefera @elliott_officiel @valeriandh @hugogaudi @Sofian Le Geek @YekaisOfficiel @Téléthon @Monsieur Alex @Victoria girlss ♬ Might Be – Remix – DJ Luke Nasty

In an interview, Stellar, represented by Cathy Pill and Charlotte Cabane, explained the influencer marketing part that will support the whole campaign and will allow to “make the buzz” thanks to the participation of many TikTok personalities.

#Stellar x @Telethon_France– Interview @ Téléthon DigitalCathy Pill & Charlotte Cabane parlent de l’engagement bénévole de Stellar pour l’association via les #telethonchallenge. Objectif: mobiliser les communautés des influenceurs afin de récolter un maximum de dons. pic.twitter.com/pKFIKSnyPx

— Stellar (@stellar_influ) October 27, 2021

A complete, necessary and impactful campaign of which we are proud to be a part. There is nothing more gratifying for Stellar and its teams than to put the power of influence at the service of associations and just battles.

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