Practical guide for a successful influencer marketing strategy: Fashion and clothing sector

On this page

• Message from the CEO of mmode

1. 1. Introduction
   1. 1.1. Background
   2. 1.2. Influencer marketing: definition
   3. 1.3. Why work with influencers?
2. 2. Overview of influencer marketing in the United States
   1. 2.1. Growing budgets
   2. 2.2. Target audiences for campaigns
   3. 2.3. Effectiveness of influencer marketing campaigns
   4. 2.4. Main uses of influencer campaigns
   5. 2.5. Types of influencers preferred by brands
   6. 2.6. Platforms preferred by brands
3. 3. What you need to know before starting
   1. 3.1. Understanding who influencers are
   2. 3.2. Assessing the four key platforms
   3. 3.3. Optimizing various influencer marketing tactics
4. 4. How to work with influencers
   1. 4.1. Define your goals
   2. 4.2. Identifying the appropriate influencers
   3. 4.3. Communicating effectively with influencers
   4. 4.4. Measure the results of your campaigns
5. 5. Tools for building your campaigns
6. 6. Case studies
   1. 6.1. J3L Lingerie
   2. 6.2. Katherine Karambelas
7. 7. Directory of New York fashion influencers
   1. 7.1. Celebrity (over 1 million)
   2. 7.2. Mega (300,000 to 1 million)
   3. 7.3. Top (100,000 to 300,000)
   4. 7.4. Mid-tier (10,000 to 100,000)
   5. 7.5. Micro (fewer than 10,000)
   6. 7.6. Summary table of New York influencers
8. 8. Conclusion
9. 9. Lexicon
10. 10. Checklist

Message from the CEO of mmode

Thanks to our partner Global Affairs Canada and the expertise of the Made in agency, the mmode Cluster is proud to contribute to the Practical Guide for a Successful Influencer Marketing Strategy - Fashion and Clothing Sector, which will be a valuable tool for businesses in our sector that want to rely on influencer marketing in their export strategies.

The mandate of mmode, the Metropolitan Fashion Cluster, is to contribute to the growth and outreach of Quebec's fashion industry in local and international markets. As a key element in commercial strategies for creative businesses in our sector, influencer marketing has a range of innovative possibilities for market development.

What businesses in our ecosystem provide the consumer goes beyond a consumer good: they provide a brand image that is well defined and has a strong history. Influencers are an important vector for communicating the intention of a brand to a target audience in a given territory.

1. Introduction

The fashion sector involves many actors, who form a complex ecosystem. It is made up of a multitude of activities that take place throughout the value and supply chains, including creation, design, manufacturing, distribution, representation, marketing, and retail sales activities. The manufacturing, wholesale and retail industries are all part of this ecosystem.

This 2019 Practical Guide is presented in its first version to help Canadian businesses in the fashion and clothing sector use influencer marketing better. First of all, the guide presents influencer marketing in the United States, supported by key figures and data. It then describes the various existing platforms and tactics used in influencer marketing to detail the step-by-step creation of a good strategy. Finally, the Guide will provide tools that will help businesses to create their own strategies and measure their impact, along with case studies, food for thought, and suggestions for tackling future challenges.

1.1 Background

Businesses are increasingly using the Web and social networks to introduce and promote their products. Whether by AdWords, Facebook, Twitter, LinkedIn, and many others, there is no shortage of choices for online advertising. However, an increasing number of consumers are using ad blockers, which inhibit advertisements. Furthermore, it must now be acknowledged that content is king: consumers are crazy for photos, videos, and podcasts. Content consumption is increasing exponentially. In that context, using influencers to create on-brand messages can be a very profitable initiative.

Influencer marketing has become an indispensable approach for both small and large businesses. Having a strong online presence can increase a business's effectiveness and productivity while reducing its marketing costs. The possibilities are immense, and this approach is taking off for Canadian businesses in the fashion and clothing sector that are seeking to increase their exports, mainly to the United States. However, influencer marketing needs to be an integral part of your marketing strategy, from the very outset!

1.2 Influencer marketing: definition

Influencer marketing relies on the fame of Web personalities^{Footnote 1} (not inaccessible celebrities) in order to transmit a promotional or informative message. The advantage of these influencers is that they have succeeded in creating an engaged community with which they are connected every day. They are a part of the daily lives of their subscribers, who trust their advice. The impact of influencers is thus immense, particularly because consumers are increasingly blocking Web ads by using ad blockers.

The influencer marketing approach consists first of identifying the individuals who create conversations that have an effect on brands, products and services, and then developing a relationship with those individuals in order to establish collaborative agreements.

Marketing initiatives that include influencer recruitment can be used for various purposes: launching a product, increasing its visibility, expanding its online community, developing products or markets, and so on.

By using influencer marketing as an approach in their marketing strategy, Canadian businesses can:

• Promote their competitive advantages;
• Anticipate the dynamic of their target markets, particularly American markets;
• Multiply conversion rates;
• Target their clients or potential clients more accurately.

1.3 Why work with influencers?

Influencers (bloggers, Instagrammers, YouTubers, etc.) who specialize in fashion and clothing have for years been major sources of inspiration and information for consumers. They play a role in overall brand perception or how people wear clothing, as well as in decision-making by related purchasers. In that context, influencer marketing strategies provide many advantages, including the following:

• Because they are loved by consumers, influencers have an audience that is already receptive to their ideas and recommendations.
• Their subscribers trust them. The bonds that they build with the influencer are incomparable to the relationships that are developed between customers and brands.
• They can help businesses create content that is positive, validating, and in line with consumers' needs; in fact, influencers have just as much experience as users.
• Collaborating with them provides tips and ideas that allow for communications to be refined for the target audience.

High-quality goods and services from Canada are in demand; online luxury boutiques (SSENSE, NET-A-PORTER, etc.) have a strong presence on the Web. There is a clear interest from consumers, but deciding to engage in influencer marketing and working with American influencers is not without challenges and risks. While Canadian businesses very clearly understand traditional marketing, they do not grasp the advantages of influencer marketing and the use of local influencers quite as well. Canadian businesses should first recognize that the American market is extremely competitive, and that using a more targeted marketing approach may be key to their success in the United States.

In this guide, you will find a presentation on influencer marketing in the United States and all the steps for creating an influencer marketing strategy, particularly the essential elements to know before adopting this strategy, such as existing social media platforms and tactics used in the field, as well as advice for implementing a good influencer strategy. You will also find a list of practical tools, case studies, and a lexicon of key terms used in the industry.

2. Overview of influencer marketing in the United States

Influencer marketing has skyrocketed in the past 10 years, and is embraced by the heads of fashion brands, particularly in the United States. According to a study conducted by Simply Measured in June 2017, more than half of brand executives think that influencers are "essential" to their social efforts.^{Footnote 2}

This reference guide is useful for understanding the main mechanisms that govern the use of influencer marketing to develop local and international markets. Local specificities can be applied to types of content, the use of other platforms, the choice of influencers, regulation and so on, but the principles remain the same, in the United States and elsewhere.

2.1 Growing budgets

WhoSay, an influencer marketing business, found that 70% of American agencies and brand marketing specialists surveyed in November 2017 predicted budget increases for 2018. In addition, 18.6% of American marketing specialists who participated in the Linqia survey expected to spend at least $100,000 US per influencer marketing program in 2018, an increase of 13.1% over 2017.^{Footnote 2}

In the more specific sector of fashion, luxury and cosmetics, close to 80% of American professionals stated that they had influencer campaigns in place in 2017, an increase of 13% over the previous year.^{Footnote 3} The report also revealed that 22% of professionals who had not worked with influencers in 2017 attributed that, in 52% of responses, to budget constraints.

2.2 Target audiences for campaigns

Influencer marketing can be used to reach various target audiences and age categories.

However, 76.4% of brand executives stated that their target audience is mainly the millennial generation (24-38 years old).^{Footnote 4} (See figure 1)

Figure 1: Text description

Age	Percentage
Between 24 and 38 (Millenials)	76.4
Between 39 and 53 (Generation X)	19.8
Between 6 and 23 (Generation Z)	3.1
Between 54 and 72 (Baby Boomers)	0.7

2.3 Effectiveness of influencer marketing campaigns

Are influencer campaigns effective? The answer is yes. Studies have found that influencer marketing is a good tool for promoting brand awareness, and also for building customer loyalty and boosting sales.

• 89.6% of professionals in the field confirmed that their activities with influencers generated brand awareness for their businesses or products.
• 73.3% reported that influencer campaigns were effective at building customer loyalty.
• 69% found that influencer marketing was effective at boosting sales.

2.4 Main uses of influencer campaigns

Influencer marketing can be used for various goals, including product launches, events, promotion activities, and announcements.

Some 42% of professionals stated that product launches were the most successful scenario for which they used influencer campaigns.^{Footnote 4} (See figure 2)

Figure 2: Text description

User scenarios	Percentage
Product launches	41.6
Events	28.1
Content promotions	24.5
Corporate announcements	1.4
Other	4.4

2.5 Types of influencers preferred by brands

Micro-, macro- or mega-influencer? That question comes up frequently when it comes to choosing the campaign's influencer(s). The following are the preferences of professionals in the fashion, luxury and cosmetics sector:

• 45.8% preferred working with micro-influencers (from 10,000 to 100,000 subscribers).
• 33.6% chose macro-influencers (from 100,001 to 500,000 subscribers).
• 9.3% stated that they preferred to work with mega-influencers (from 500,001 to 1.5 million subscribers).
• 11.3% also stated that it is more effective to work with influential celebrities.

2.6 Platforms preferred by brands

In the fashion, cosmetics and luxury sector, the platform that is preferred by brand specialists remains Instagram (35.8%), followed by Facebook (16.3%), blogs (13.1%), and YouTube (12.4%).^{Footnote 4} (See figure 3)

Figure 3: Text description

Platforms	Percentage
Instagram	35.8
Facebook	16.3
Blog	13.1
YouTube	12.4
Twitter	8.6
Snapchat	5.6
LinkedIn	3.1
Pinterest	3.0
Other	3.0

3. What you need to know before starting

For businesses, especially SMEs, adopting influencer marketing is an issue of scale. The following sections present several important factors to know before engaging in this approach.

3.1 Understanding who influencers are

Influencers are Web personalities who create original content for their communities and generate many interactions. They have gained a great deal of fame and benefit from it (see Introduction and Why work with influencers? sections), which lets them reach and influence a large number of Internet users.

The contribution of an influencer can thus be an advantage of scale for a business that wants to improve awareness of its brand or its products, all for a lower price than traditional television advertising, for example.

Who can work with influencers?

More and more businesses want to take advantage of the opportunities provided by influencer marketing. The reason for this enthusiasm is simple: some 70% of millennials rely on the recommendations of influencers before making a purchase, whether online or in a store.^{Footnote 5}

The good news is that all businesses (start-ups, medium or large) can take their first steps in influencer marketing. There are now many influencers (from micros to megas) who can work with all manner of businesses and their Web communication efforts.

Before starting, it is important to take the time to create an upstream strategy and choose the right influencers (see section 4). We strongly suggest using the services of a specialized influencer marketing agency.

3.2 Assessing the four key platforms

Between Facebook's likes, Instagram hearts, private messages, instant videos, and so many other possibilities, it can be difficult to make a choice. Here is a summary table of the four most used platforms in the fashion sector. What are they? Who uses them? What types of content are available? What are their pros and cons?

3.3 Optimizing various influencer marketing tactics

Your choice of tactics is essential to successfully carrying out your campaigns. This section will show you the various existing tactics for an influencer strategy. You can use many of them at the same time or one after the other.

3.3.1. One-time campaign

Definition

As the name shows, this tactic will involve one or more influencers for one occasion in order to promote a brand or product. One of the most current forms is product placement, for example, in a blog article or YouTube video, but it can also be a simple event announcement on the influencers' social media accounts.

Like ongoing campaigns, one-time campaigns are planned, organized and compensated methods of collaboration. Accordingly, sending or providing a free product or sample is not considered to be a real campaign or a collaboration activity.

Pros of one-time campaigns

• Less expensive
• Short length of time
• Controlled risk
• Quick benefits
• More easily controlled budget

Cons of one-time campaigns

• No creation of lasting relations with influencers
• No long-term visibility

3.3.2. Ongoing campaign

Definition

This tactic introduces the concept of the ongoing campaign, which includes ongoing optimization work and possible one-off or seasonal adjustment work (sales, events, etc.) This type of campaign encourages the use of work plans that are more sustained over the long term. This includes ad placement, co-creation with influencers, and recruiting an influencer to be a brand ambassador.

Pros of ongoing campaigns

• Implements real influencer programs
• Creates lasting relations with influencers
• Long-term visibility

Cons of ongoing campaigns

• Higher budget
• Need to create a long-term strategy
• More risky if you do not know the influencer (professionalism, potential results, etc.)
• Need for internal resources to look after follow-up and relations with influencers

3.3.3. Product placement

Definition

In a marketing campaign context, this tactic consists of placing the product in various platforms, such as YouTube or blogs, or broadcasting it over social media through Facebook postings, 'looks' on Instagram or 'haul' videos on YouTube. Content that is not exclusive to the brand is often included in more global content.

Pros of product placement

• More subtle inclusion of the product
• Several types of platforms and influencers
• Co-creation with influencers

Cons of product placement

• Conceiving and developing a long-term strategy
• Having internal resources to look after follow-up and relations with influencers

3.3.4. Product sending

Definition

This technique is one of the most often used. These are massive product sending campaigns (which can also involve micro-influencers). Businesses send out a product or range of products to influencers so that they can test them and talk about them with their communities.

Pros of product sending

• Less complicated
• Reaches a large number of influencers
• Generates a lot of 'unboxing'-style stories on Instagram

Cons of product sending

• Difficult to obtain fixed content (temporary aspect of 'stories', for example)
• No control over the 'when' and 'how' of posting

3.3.5. Sponsored content

Definition

The sponsored content formula can have different meanings in the field of digital marketing. It can mean an amplified post, that is, the brand's business pays the social network so that the post will surpass the organic visibility algorithms and be displayed on the news feed of an audience that is defined and targeted beforehand by the business. It is thus possible to promote, or 'boost', the visibility of products by buying ad space in different formats (carousels, postings and sponsored tweets, video formats, pins, etc.) based on the platform.

In an influencer marketing context, sponsored content means a sponsored social publication (tweets, photos, videos or sponsored article). This is the result of a partnership between the brand's company and an influencer which promotes the product on its pages in exchange for compensation. In order to respect ethical and transparency standards, the influencer is required to indicate that the posting, publication, photo or video is sponsored.

Pros of sponsored content

• Guaranteed visibility
• Exclusive content
• Control over message and visual aspect
• Possibility of sponsoring certain postings for greater visibility

Con of sponsored content

• Higher budget

3.3.6. Media event invitation

Definition

A media event is standard practice in the world of journalism, and influencers are increasingly invited to such events, which generally involve product launches.

Pros of media events

• Strengthened ties with influencers
• Opportunities for interviews with attendees
• Live coverage of events by influencers on social media

Cons of media events

• Higher budget
• Many requests: influencers receive a lot of them - you need to stand out
• Not customized: everyone receives the same information

3.3.7. Participating in photo opportunities

Definition

The brand's company invites one or more influencers to take part in a photo opportunity (photo op).

Pros of photo opportunities

• Coverage of the photo op by influencers on social media
• Strengthened ties with influencers
  • Creation of photographic content that can be reused for business-to-business (B2B) e-commerce, social media, a Web site, etc.

Cons of photo opportunities

• One-time event
• Potentially high travel costs for the influencer
• Need to think about acquiring rights beforehand, as is done for a model based on distribution format

3.3.8. IGTV format

Definition

IGTV is the new video functionality launched in June 2018 by Instagram to compete with YouTube. It allows for vertical and long-format videos to be uploaded (maximum length: one hour).

Pros of IGTV

• Very popular and longer video format
• Video statistics are available
• Can be viewed directly in news feed
• Many possibilities for creating content (see textbox 'Starting off right with fashion influencers' in section 3.1)

Cons of IGTV

• No sponsorship possible for promoting views

3.3.9. Facebook or Instagram Live

Definition

Facebook or Instagram Live allows users to interact live with subscribers through a smartphone. Users can interact in real time by writing comments or using 'live' reactions by clicking on one of the emoticons (Like, Love, Haha, Wow, Sad, or Angry).

Pros of live

• Interaction with a community or an influencer's community
• Strengthened customer relations
• Maximized organic reach through a format preferred by both platforms
• Videos are available after live broadcast on Facebook, but disappear after 24 hours on Instagram
• Several interesting formats to use: Hot topics, question-and-answer session, interview, behind the scenes, demonstration, etc.

Cons of live

• Have to accept the hazards of live broadcasting
• Impossible to verify beforehand

3.3.10. Contest

Definition

A contest is a promotional technique that consists of offering the members of an influencer's community the chance to win various prizes if they answer a question, tag one or more friends, or follow the brand on social media.

Pros of contests

• Increases visibility
• Expands the community
• Inexpensive

Cons of contests

• No customer loyalty
• Very much a one-time promotional activity
• Need to ensure that it follows local contest legislation

3.3.11. Promotional codes

Definition

Promotional codes intended for influencers are codes that allow for a price reduction and are used as part of influencer marketing operations. Each influencer can be assigned a unique promo code.

Pros of promotional codes

Using promotional codes lets you:

• Make the operation more attractive for the influencer, which promotes subscriptions
• Make the operation more acceptable to subscribers
• Boost purchases
• Track sales linked to the promo code
• Improve acceptance from the partner if compensation is associated with the promotional code

Cons of promotional codes

• No customer loyalty
• Very much a one-time promotional activity

4. How to work with influencers

Let's cut to the chase. Thinking of using influencer marketing for your content is an advantageous solution if you know how to find the appropriate influencers for your brand and to create an effective communication strategy. The following sections describe the six essential steps for achieving that.

4.1 Define your goals

Influencer marketing is a very effective method for amplifying the results of content marketing. However, before starting, it is important to determine your end goals, so that you can address your influencers with your goals in mind.

Some examples of possible goals are:

• B2C goals:
  • Increasing awareness and credibility of your brand
  • Creating captivating content
  • Bringing more traffic to your site
  • Boosting your sales
• B2B goals:
  • Finding new retailers or new distributors

Before making contact with influencers, be sure that you have clearly determined beforehand what you want to ask of them, based on your goals. For example, if you want influencers to participate in your blog's content, be sure that you give them enough information about you, such as a detailed description of your audience, a list of the topics that may interest them, and the tone that your readers are accustomed to. Another example: If you want them to share your content, you will need to provide them with the appropriate images and message, along with a good reason for sharing. Giving them free products is rarely enough nowadays. Specify all the benefits they will receive from working with you.

Always keep your goals in mind. This will make it easier to tell influencers the direction to take and to get the best collaboration.

4.2 Identifying the appropriate influencers

Finding the right influencer and maintaining relations can sometimes be difficult, but it is well worth the effort. To find new potential collaborators, you can contact a specialized agency (Made in, IZEA, Influicity and INF Influencer Agency, etc.) or use the tips found in this Guide.

4.2.1. Who are your clients?

In order to find the appropriate influencers for your marketing strategies, you need to have a clear understanding of your clients' needs, goals and aspirations.

Ask yourself:

• Whom do I want to influence?
• Who are my potential buyers? Is this really someone who will buy my product?
• What are their needs?
• To whom do my buyers turn for information?
• Who answers their questions?
• Who provides them with useful information and content for making decisions?

The answers to those questions will help you to identify the people who will really influence your clients.

4.2.2. Types of influencers

Nowadays, the industry benefits from many influencers. However, bear in mind that successful influence is not necessarily synonymous with popularity, as it can be context- or topic-driven. The main categories of influencers are as follows:

4.2.3. Criteria for determining the perfect influencer for your brand

When trying to find the perfect influencer for your brand, you need to categorize influencers based on three main indicators:

• Resonance: Do they generate a lot of interaction after their postings? (Comments, likes, shares, inbound links, etc.) Do they impact their community? Do they answer questions or do they share questions?
• Reach: What is the size of their audience, are there as many visitors to their blogs as there are Instagram subscribers? Do their subscriber communities match your target audience?
• Relevance: Do they share the values of your business? Do they match your brand's image? Do they use key words that match your own?

You can make a list of your influencers in an Excel spreadsheet and assess each of them based on these three criteria. Through that classification, which considers all of their content on various platforms (blogs, YouTube, Instagram, etc.), you can easily pick out those who fit with your campaign and rule out the rest.

4.3 Communicating effectively with influencers

Influencers are increasingly in demand. According to a recent study, influencers answer only one in four requests.^{Footnote 6} So, how do you know which is the right one for you?

4.3.1. Take your time and pique their interest

First, gain the influencer's interest and inspire them to collaborate with you. Explain your mission, vision and values. This will allow you to humanize your business and pique their curiosity.

4.3.2. Personalize your message

Don't give the impression that you are mass emailing. Explain why you chose them and why you would like to work with them specifically. Do you like their aesthetics? Their photos? Tell them!

4.3.3. Tell the influencer what's in it for them

Emphasize the quality and relevance of the content you are offering to create with them as added value for their subscribers. However, keep in mind that most influencers now no longer accept free partnerships or ones that involve a simple exchange of products. Tell them flat out how you are willing to commit to them financially.

If they don't answer your emails, private-message them through Instagram or Facebook.

4.3.4. Communicate in a professional manner

Let's go! The influencers you chose want to collaborate with you! Be sure to provide them with all the material necessary for creating their content:

• Clearly detail your goals and expectations from the get-go.
• Create a visual inspiration chart to convey the spirit of your brand and your campaign.
• Determine deliverables.

4.3.5. Build a lasting relationship of trust

Once you have a well-established relationship with the influencer, be sure to maintain it by:

• Holding meetings with the influencer;
• Providing monthly compensation;
• Following them on social media;
• Giving them shout-outs (re-posts, etc.).

4.3.6. Define the influencers' compensation

As we have seen previously, being a modern-day influencer is a real living. They are called upon every day by numerous brand representatives, and compensation for collaboration has become almost mandatory.

What is the average influencer compensation for a collaboration?

There is no set price for work done by influencers. However, you can estimate the cost of a post by looking at various factors. First, ask an influencer for his media kit and his rates for the deliverables you would like him to produce as part of a partnership with you.

Take Instagram, for example. According to Adweek^{Footnote 7}, the cost of a post is estimated by calculating it at a rate of $100 per 10,000 subscribers. However, based on other factors, that cost can vary. For example:

• An Instagram video post: plan on 40% to 50% more than a photo;
• An Instagram carousel post: add 30% to 40% more than a single image;
• A mention in an InstaStory: add 10% to 15%;
• A mention in an InstaStory with swipe-up: the price depends on sales, but can vary between 10% to 20% more;
• An InstaStory survey: same price as a mention in InstaStory;
• A dedicated IGTV post: plan on 40% to 50% more.

Other factors:

• Timeframe: Do you want the post to appear very soon? That could cost more.
• User rights: Do you want to re-use the content for promotional or distribution purposes? The costs could quadruple.

4.3.7. Signing contracts

Some businesses see contracts in a negative light and think that that they can be an obstacle to collaborating with an influencer. However, contracts are essential to protect you and the influencer, and keep a situation that was initially enticing from turning into a nightmare.

The following are items to include in a contract to ensure that you have a trouble-free campaign:

• The specifics of the campaign's context
  • Requirements regarding the type of content (see 'The most often used expressions' in the 'Starting off right with fashion influencers' textbox)
• The posting dates and the dates for receiving content if you want to check it before it is posted
• The deliverable(s)
• Your right to receive statistics on the campaign
• Temporary exclusivity, if you so desire
• The possibility of re-using the content for your own platforms or advertising, if you so desire
• Clauses for protecting your image and cancelling the contract if the influencer ever starts making racist, hateful or other similar remarks
• Clauses for protecting yourself if the influencer does not do what he or she is supposed to do.

4.4 Measure the results of your campaigns

Do you want to invest in influencer marketing? Be sure that it is worth your effort by measuring the effectiveness of your campaign.

4.4.1. Before launching your campaign

• Create a monitoring URL for the content that you are promoting. You can use the free Campaign URL Builder tool, which allows you to create personalized URLs and observe the traffic and sales generated by each influencer post in Google Analytics. It is recommended that a personalized URL be created for each influencer and each distribution platform.
• Set your key performance indicators (KPI), which will let you know whether your campaign goals have been reached. Here are three examples of indicators:
  • Awareness: Measure the mentions, impressions, reach, new subscriptions to your accounts, the CPM, etc.
  • Engagement: Analyze the performance of interactions, the development of interactions, engagement rate, the CPE, etc.
  • Sales: Determine traffic, the source of traffic, the bounce rate, the conversion rate, the abandonment rate, the average shopping cart, the CPC, the CPA, etc.

4.4.2. After launching your campaign

• Monitor the reach on social media, every day and every week.
• Check the click rates and open rates (for newsletters, for example).
• Use the statistical tools that are available on the social media that you use (Facebook statistics, for example) or Google Analytics (see section 5).
• Analyze the conversion rates and reach: bounce rate, time spent on a post, interactions (likes, comments, etc.), new subscribers to your account, and others.

5. Tools for building your campaigns

At last, you are ready to set out on the adventure of influencer marketing. Check out a few free tools that will assist you throughout your campaigns and help you to maximize performance:

• Activate your business account: Be sure to link your Instagram account and Facebook page to gain access to the full range of statistics.
• Bitly: URL shortening service, which also allows for clicks to be measured.
• Campaign URL Builder: Lets you create URLs for your campaigns in order to monitor clicks and performance.
• Google Analytics: Lets you measure the return on investment for your advertising and monitor your sites and applications.
• HypeAuditor (paid service): Tool for analyzing the quality and authenticity of Instagram account subscribers.
• SimilarWeb: Platform that allows for estimates of a site's traffic.
• Social Blade: Lets you get your statistics or those of influencers on users of platforms like YouTube, Instagram and Twitter.
• Unfold: Application that lets you create great 'stories' and redistribute the photos of influencers.

6. Case studies

6.1 J3L Lingerie

Jeanne and Laurence
Owners of J3L Lingerie
info@lingeriej3l.com
Jeanne: 514-318-2593/Laurence: 514-799-1620

The business

J3L Lingerie was founded in 2018. The business is committed to the inclusive fashion movement. Its two founders, Jeanne and Laurence, offer lingerie that advocates body diversity, with models who range from XS to 5XL. J3L Lingerie is sold exclusively online and is present in Canada, the United States and France.

Their influencer campaign in the United States

Background

Jeanne and Laurence chose to use the Instagram social network and to benefit from its reach to make their brand known. They chose influencers who agree with their cause: plus-sized women with a message to send.

The owners chose very short campaigns, which they call "pop-up campaigns".

They also chose to work on product exchange-style campaigns. They contacted around 50 influencers.

Goals

• Make themselves known to a new clientele.
• Gain visibility outside of Quebec.
• Send their message.
• For content creation: have high-quality photos to present their products.

Persons responsible for the campaign

The two owners, Jeanne and Laurence.

Number of American influencers who participated in the campaign

Between 5 and 10 influencers, most of which have fewer than 30,000 subscribers.

Budget invested

Around $500, including products and shipping costs.

Their main obstacles

• Difficulty finding the right people.

  "Will the message be conveyed properly? Does this person share the same values as us? Will they accept the contract afterwards? Were they involved in campaigns for businesses that are competing with ours?"

Successes

• Gained new and loyal subscribers.
• Posted around 10 photos and lots of InstaStories (particularly for product unpackings).

Their advice

• Sign a contract, even for a product exchange, in order to be certain that you get performance.
• Look at the quality of the subscribers and not just the number of subscribers.
• Ask for statistics before the campaign to see what would be the most profitable: InstaStory or posts.

6.2 Katherine Karambelas

Katherine Karambelas
514-616-3663
Faith: faith@katherinekarambelas.com

The business

Under the Katherine Karambelas emblem, we find high-end Quebec jewelry and a wonderful family history. Launched 10 years ago, the brand underwent a repositioning in 2015 to then become Katherine Karambelas. The business now has around 150 points of sale across Canada and the United States and also sells its collection online through its Web site. Their difference? Unique jewelry that can be worn both day and night.

Their influencer campaigns in Canada

Background

For Faith, one of the owners of Katherine Karambelas, social media are the future of marketing. This is why the business has been collaborating with influencers for the past five years.

The business has developed two types of campaigns:

• Sending free products in exchange for content (without any additional compensation).
• Forging partnerships with major events, such as the Ritz-Carlton Montréal Grand Prix Party, during the Formula 1 Grand Prix of Canada, where influencers can wear jewelry loaned by the company during the party.

Goals

• Improve awareness.
• Generate content.

Persons responsible for the campaign

• Faith shares this task with her mother and her sister.

Number of Canadian influencers who participated in the campaign

• For each product-sending campaign, she contacted around 10 influencers and received a positive response from 5 to 6 of them.
• The chosen influencers live in Montreal and Toronto, and have around 10,000 subscribers. For example, company staff regularly collaborate with Christine Cho.
• Faith is especially looking for engagement on an influencer's page, and chooses them based on the number of comments and interactions that she has with her community, rather than the number of subscribers.

Budget invested

In total, around $300 per influencer, or $3,000 per product-sending campaign.

Their biggest obstacles

• The difficulty is in getting the subscribers of the chosen influencers to become clients, and thus get sales, and not just likes or comments.
• According to Faith, "not all influencers are influential. You need to choose them carefully."

Successes

• Posts and stories on Instagram - the company ensures that it redistributes its content.
• New subscribers on Instagram and Facebook and an increase in the number of visitors to the Web site.

Their advice

1. "Never give up! It takes time."
2. Work with regional influencers to start off, then move up to higher levels.

"The subscribers of smaller influencers are much more loyal and more engaged."

7. Directory of New York fashion influencers

The City of New York has thousands of influencers, whose popularity ranges from a micro-audience to celebrities and millions of subscribers. To guide you while undertaking your first influencer marketing campaign in the New York market, we have a list of 30 New York influencers in various fashion styles for both men and women. This list will let you see their visual identity, their number of subscribers, and give you a short description that will help you to make your choice. This list is also meant to be a starting point to make the rest of your research easier. You can use these profiles and the tool for suggesting similar profiles provided by Instagram.

At the end of this section, you will also find a summary table of influencers.

7.1 Celebrity (over 1 million)

Blair Eadie

Blair Eadie is a very popular fashionista who has been making her name for a long time. Her account is ideal for following all the latest high-end trends.

Style: High-end

Instagram: 1.3 million
blaireadiebee

Blog: Atlantic-Pacific

Olivia Palermo

Olivia Palermo is an 'it girl' and native New Yorker. She was discovered during the famous reality-TV show The Hills and is known for her high-end look and for always being on the leading edge of trends.

Style: High-end

Instagram: 6 million
oliviapalermo

Facebook: 1.1 million
Olivia Palermo

Blog:

Johannes Huebl

Johannes is the husband of Olivia Culpo. He is always perfectly dressed in stylish casual clothing that is perfectly suited to New York men. Johannes and Olivia unquestionably share a love for high-end fashion.

Style: Men

Instagram: 1 million
johanneshuebl

Facebook: 101,000
Johannes Huebl

Danielle Bernstein

Entrepreneur, fashionista, and podcast host, Danielle wears many hats. She shares her latest finds and current trends by adopting an accessible style. If you are looking to transform high-end trends into everyday style, Danielle is the perfect inspiration.

Style: Accessible fashion

Instagram: 2.1 million
weworewhat

Blog: WeWoreWhat

7.2 Mega (300,000 to 1 million)

Emily Luciano

Emily is a dream-weaving content creator who reveals the latest fashion trends during her travels. She has an incredible style and wears the New York businesswoman style well.

Style: High-end

Instagram: 410,000
emily_luciano

Blog:

Facebook: 1,202
Emily Luciano

Tess Christine

Tess Christine is the classic girl next door, with a style that is relaxed, but always impeccable. She shares all the latest trends that can be adjusted to any budget, and shares her fashion finds on her YouTube channel.

Style: Accessible fashion

Instagram: 745,000
tesschristinexo

YouTube: 2,424,666
Tess Christine

Facebook: 80,985
Facebook: Tess Christine

7.3 Top (100,000 to 300,000)

Ashley Brooke

Ashley Brooke shares her accessible style on several platforms (Instagram, blog, Facebook and YouTube). She is also a lover of second-hand clothing and vintage clothing.

Style: Ethical/accessible fashion

Instagram: 118,000
itsashbrooke

YouTube: 439,344
Ashley Brooke

Blog:

Facebook: 14,606
Facebook: Ashley Brooke

Sai De Silva

Sai is a mother who is always on the leading edge of trends. On her profile, you will see ideas for mothers and ideas for children.

Style: Family

Instagram: 298,000
scoutthecity

YouTube: 26,223
Scout The City

Mustafa Kacar

Mustafa has an incredible style! He shows us his many colourful looks and is always on the leading edge of casual style. He is also a big traveller, showing us all of his style through the countries that he visits.

Style: Men

Instagram: 283,000
mustafakacar

Alina Frolova

Alina is a young fashion student, a model, stylist and personal shopper for anyone who wants her fashion advice. With a career in fashion, she shares her rather high-end looks, which are still very inspiring for anyone who would like to create similar looks at lower prices.

Style: High-end

Instagram: 104,000
alina_frolova

Malu Vanni

Malu is an architect and fashion enthusiast who has just announced that she is pregnant with her first child. She shares her high-end looks, which she is now adjusting for maternity. Her looks are inspiring and very colourful.

Style: High-end/maternity

Instagram: 104,000
maluvanni

Blog:

Facebook: 5,661

Leo Chan

Leo is a former financial analyst who now works as a fashion and travel content creator. His style is quite original and different, with a more relaxed than stylish side. On his YouTube channel, he provides advice to his subscribers so that they can find designer clothing in second-hand or lower-priced shops.

Style: Men

Instagram: 118,000
levitatestyle

YouTube: 4,227
Levitate Style

Facebook: 3,405
Facebook: Levitate Style

Essie Golden

Essie is a content creator and designer for plus sizes. She is an advocate for body diversity and encourages people to feel comfortable with their own bodies. She has her own blog where she often discusses diversity and self-acceptance.

Style: Plus size

Instagram: 160,000
essiegolden

Blog: Essie Golden

Facebook: 32,332
Facebook: Essie Golden

Nicolette Mason

Nicolette is the co-founder of a boutique for women size 12 to 30. She encourages style for women of every size. She goes between Los Angeles and New York, which lets her present styles that are adapted to various temperatures and all tastes.

Style: Plus size

Instagram: 178,000
nicolettemason

Blog: PREMME

Facebook: 7,917
Facebook: Premme

Brianne Manz

Brianne is known for her family blog Stroller in the City, where she shares her style and her children's, her family activities, and travel ideas. She often presents the style of her three children in her posts.

Style: Maternity

Instagram: 163,000
strollerinthecity

Blog: Stroller in the City

Facebook: 14,731
Facebook: Stroller in the city

7.4 Mid-tier (10,000 to 100,000)

Gail G

Gail is a young mother of two children and a fashion blogger. She has a style that is very relaxed and accessible to everyone. She is always current and connected to the season's trends. Her photos, like her looks, are colourful and original.

Style: Accessible fashion

Instagram: 73,300
simplygailg

Blog:

Facebook: 439
Facebook: Simplygailg

Mary Gui

Mary is a feminist blogger and an enthusiast for vintage looks. She shares the finds she has made at second-hand shops and provides advice for adjusting a vintage style to current trends.

Style: Ethical/accessible fashion

Instagram: 55,400

YouTube: 395
Mary Gui

Mari Padilla

Mari is a communications professional who also works as a fashion content creator. She has a very accessible style that is adapted to everyday life. She perfectly matches the description of simplicity, but with style.

Style: Accessible fashion

Instagram: 15,200

Blog: by MARI PADILLA

Facebook: 4,468

Konrad Sliwiak

Konrad is a content creator for men. His style is very athletic and relaxed. However, he is not afraid of sporting bold colours, tribal motifs and prints.

Style: Sports attire

Instagram: 15,400
wellitskonrad

Blog:

Dary York

Dary is originally from Russia and now lives in New York. She describes her style as an American style par excellence. Her style is adapted to every facet of life, whether it is a relaxed look, an athletic look or a stylish look, based on the seasons.

Style: Accessible fashion

Instagram: 23,800
dary_york

YouTube: 46,535
Dary York

Facebook: 2,114
Facebook: Dary York

Erica Lavelanet

Erica is proof that it is possible to dress in athletic clothing and still be stylish. She presents finds and her styles on her blog, and shares her knowledge of digital technology by offering courses and workshops.

Style: Sports attire

Instagram: 21,100
ericalave

Blog:

Facebook: 3,458
Erica Lavelanet

Julia Giaimo

Julia Giaimo is the co-founder of the podcast We're the Ladies, which addresses subjects like self-esteem, trends, travel, and life in general. Julia gets the attention of teenage youth thanks to her activities and her style.

Style: Youth

Instagram: 11,100
juliagiaimo

Facebook: 170
We're the Ladies

Jessica Torres

Jessica is a fashion blogger who is dedicated to plus sizes. She has a YouTube channel and her own podcast. Her style is quite diversified. She likes exploring fashion and trying new trends, regardless of her weight.

Style: Plus size

Instagram: 108,000
thisisjessicatorres

YouTube: 34,826
YouTube: ThisIsJessicaTorres

Hailey Sewell

Hailey describes herself as a woman with a 'boho' and relaxed style that can be adapted to any budget. She is just as comfortable in a 1960s-era style outfit as in a classic white sweater and jeans. She shares her essentials for each season through her YouTube channel.

Style: Accessible fashion

Instagram: 20,500

YouTube: 1,942
Hailey Sewell

Carrie Murray

Carrie is the second co-founder of the podcast We're the Ladies. She has a very accessible style, with a slight European influence from the 1990s. On her YouTube channel, she talks about fashion and every aspect of her life.

Style: Accessible fashion

Instagram: 24,500
carrie__murray

YouTube: 26,261
Carrie Murray

Facebook: 170
We're the Ladies

Victor

Victor is a fashion content creator who is an enthusiast for luxury accessories, such as various styles of watches. His style can be summed up by the words 'connected' and 'relaxed'.

Style: Men

Instagram: 34,600
hisootd

Daniela Cadena

Daniela is a Web editor for several well-known magazines, including the popular site BuzzFeed. She uses Instagram to show the finds that she has made in New York second-hand shops.

Style: Ethical

Instagram: 16,900
danichain

7.5 Micro (fewer than 10,000)

Michelle Dufflocq

Michelle is a fashion blogger who also has a YouTube channel. She shares her accessible style and her discoveries in New York. She loves sharing new places to go for brunch.

Style: Accessible fashion

Instagram: 2,678
michelledufflocq

YouTube: 14,100
Michelle and Aline

Blog: Michelle Dufflocq

Kellyn McMullan

Kellyn is a young content creator whose boundless energy comes across in her photos. Her style is cute and always adjusted to every occasion. Kellyn is also a brand ambassador for Lulus clothing.

Style: Youth

Instagram: 7,847
kellyn_mcmullan

Facebook: 299
Kellyn McMullan

Ruthy Gascot

Ruthy has a very New York street-style look, in both her clothing and the decor that can be seen in her posts. Her style is different and daring, but always very accessible.

Style: Accessible fashion

Instagram: 5,482

7.6 Summary table of New York influencers

8. Conclusion

Although some people think that influencer marketing is a trend, this industry is growing quickly. Because consumers are increasingly aware of content and use ad blockers more and more, businesses need to find new ways of communicating with users. Be sure to stay on the lookout for future changes, as the sector is still new and in constant flux.

The reach of the global market for influencer marketing should exceed $8 billion US in 2020, based on the current value of posts sponsored by advertisers.^{Footnote 8} Because the sector is experiencing such rapid growth, costs may increase in the years ahead.

What to look out for in the future? First of all: regulations. Expect newer and stricter legal measures to protect consumers. Next: transparency. Consumers are now fully aware of the financial relationship that exists between influencers and brands, so you have to be as credible as possible. Finally, always be looking for new functionalities in existing and emerging platforms. For example, Instagram just announced a direct shopping function (only in the United States at this time^{Footnote 9}), which should strengthen the e-commerce potential for brands that are active on the platform.

9. Lexicon

CPM (cost per thousand impressions)

This corresponds to the cost for every thousand times an ad or post appears in a subscriber's news feed.

Engagement rate

This corresponds to the total number of interactions (likes + comments + shares)/number of subscribers.

CPE (cost per engagement)

This corresponds to the cost of each interaction with the post (likes, comments, shares) and is calculated using the cost of the post/number of total engagements.

CPV (cost per view)

For a sponsored video, this corresponds to the cost of each view generated. CPV is then calculated using the following formula: cost of the video/number of views.

CPC (cost per click)

This corresponds to the cost of each click generated by the sponsored content partnership. CPC is calculated using the following formula: cost of the post/number of clicks.

CPA (cost per acquisition)

This corresponds to the cost of each sale generated by an influencer. It is calculated using the following formula: cost of the post/number of sales generated.

Current favourite/ favourites of the month

Influencers present their products, items, clothing or other favourites for that occasion, month or season.

DIY

Acronym for 'do it yourself'. The influencer presents something that is achievable for you, such as personalizing an item of clothing, an object, or a homemade beauty product.

Engagement on social media

The likelihood of consumers to interact with an influential person or a brand. This engagement can take the form of reactions to posts regarding the brand, and can be measured using an engagement rate (total number of interactions for a post divided by the number of individuals exposed to that post). The engagement can be positive or negative for the brand.

From day to night

Influencers provide tutorials on dressing, hairstyling and make-up for the day and how to make a few adjustments for the evening.

GRWM (Get Ready With Me)

Often in video-clip format, influencers invite their subscribers to get ready at the same time as them. This may include waking up, meals or make-up, along with the choice of clothing.

Haul

These videos are very popular with vloggers, YouTubers and Instagrammers. They unpackage their purchases (cosmetics, clothing, decorative items...) and present them on camera, mentioning the brands and shops, and sometimes the prices.

Interactions

The actions of communities with respect to a post on social media or a blog article. They include likes, comments, shares, favourites, re-postings, clicks, and views.

Media kit

Package of information that lets a business or agency assess the characteristics of an influencer. It includes the influencer's history, development, audience profile (size and description), rates, a list of advertiser references, and case studies.

KPI

This stands for 'key performance indicator'. It is a measurable indicator for helping with decision-making. It is used to measure the progress achieved or to be achieved in order to meet a strategic goal. It needs to be associated with a specific and measurable goal.

Lookbook

An article or video in which an influencer presents a series of ideal clothing styles for a given season, a particular occasion (back to school, for example) or a specific geographical area.

Meet-up

Events organized by influencers where they can meet their subscribers. It is often an opportunity for a signing session. Meet-ups can also be an opportunity to promote a brand (for example, the meet-up can take place in a clothing store).

OOTD (Outfit of the Day)

Influencers will present their top outfit of the day.

OOTN (Outfit of the Night)

Influencers will present their top outfit of the night.

Review

Influencers give their opinions on products, items of clothing, events or brands. This may be presented in the form of a blog article, a video, and so on.

Try-on

Influencers will try on an item of clothing or an accessory on camera.

Unboxing

Influencers record and comment on the unpackaging of their products (bought or received from brand specialists).

What to pack

Influencers show their subscribers what to bring in their suitcase, whether for a weekend or for a longer trip.

What's in my bag

Influencers show their subscribers what is in their purses, travel bags and so on.

Boyfriend (or other person, such as a grandfather) buys/rates my outfit

An outside person (such as a boyfriend) buys or rates an outfit.

3 ways to wear

Through an article or video, influencers explain how to wear an item of clothing or an accessory in three different ways.

10. Checklist

This list includes tasks to perform and questions to ask yourself before launching your influencer marketing campaign.

Campaign pre-launch checklist

1. Define your goals
2. Identify the appropriate influencers
   • Who are your clients?
   • What type of influencer fits best with your goals and your clients? (Mega, Top-tier, Mid-tier, Micro)
   • Draw up a list of potential influencers
   • Analyze each selected influencer based on resonance, reach and relevance
3. Contact the selected influencers
   • Is your message personalized?
   • Did you clearly tell the influencer the advantages of working with you?
   • Did you create an inspiration chart to convey the spirit of your brand and your
     campaign?
4. Build a relationship of trust: Organize a meeting, think about monthly compensation, etc.
5. Creating a contract
   • Do you want to check the content beforehand?
   • Add requirements and posting dates
   • Mention your right to receive campaign statistics
   • Do you have exclusivity?
   • Will the content be re-used?
   • Include protective clauses
6. Measure your results
   • Did you create a campaign URL?
   • Have you thought about your performance indicators?
   • Monitor social media every day and every week.
   • Check on statistics using Google Analytics or statistics from platforms like Facebook and Instagram, every day and every week
   • What was the conversion rate and amount of reach?