Concept and strategy, the two key elements in the performance of an Influence campaign

The performance of influencer campaigns depends on much more than just the choice of influencers. In fact, 55% of this performance is directly linked to the quality of the concepts and strategies developed. A carefully thought-out strategy and an innovative concept can considerably increase the impact of a campaign, ensuring optimal resonance with the target audience. Influencer marketing agency 18h08 integrates an in-depth understanding of the brand and its objectives into the creation of each influencer strategy to maximize results. This article explores in detail the formulation of effective strategies and concepts for successful influencer campaigns.

Influence Strategy

Understanding the brand

To design an effective influencer strategy, it's crucial to intimately understand the brand. This includes clearly defining its DNA, market positioning and target demographics. This deep understanding begins with brainstorming sessions with the customer, competitor analysis and market research, to fully grasp the brand's values and expectations.

Understanding brand objectives

Defining the brand's specific objectives is essential to guiding the influencer strategy. These objectives can range from increasing brand awareness to direct conversion into sales. A clear understanding of the brand's aspirations enables us to structure the acquisition tunnel and adapt the influencer strategy to guide consumers through it effectively.

Validate campaign performance indicators

Establishing KPIs (Key Performance Indicators) is fundamental to measuring campaign effectiveness. These indicators must be aligned with the brand's objectives and enable progress to be tracked in terms of reach, engagement, conversion and ROI. Validating these KPIs upstream ensures effective campaign evaluation, and enables adjustments to be made along the way if necessary.

Create a strategy tailored to the brand and its objectives

An influencer strategy must be tailor-made, designed to meet the brand's specificities and objectives. At 18h08, this means choosing the right channels, the right timing, the key messages, and the types of content that will best resonate with the target audience. A well-adapted strategy is part of an overall brand marketing approach, ensuring maximum consistency.

Example of a strategy implemented by an 18h08 campaign

Alexis Duvernoy, CEO of the 18h08 agency, gives us more details on a successful operation: "The main ambition was to increase traffic to the website to boost conversions. The strategy we developed had to harmonize naturally with our target's priority values: authenticity, elegance and personal well-being. We developed tailor-made strategies for each Domyos collection, carefully aligning these strategies with the specific expectations and preferences of Generation Z. To maximize traffic, we adopted dynamic and captivating formats: Featured stories, live sessions, links in bios, and an immersive approach. The campaign achieved a remarkably high click-through rate (CTR) of 2.7%, with 30,000 visits, performance well above the industry average."

The Importance of Concepts

The Notion of concepts in Influence

In influencer marketing, the concept is the cornerstone of the campaign. It encapsulates the creative idea that guides content production and audience interaction. A strong concept is essential to capture attention in a saturated media environment, and to give a coherent direction to influencer action.

The impact of a good concept on an Influence campaign

A good concept can radically transform the effectiveness of a campaign. It amplifies engagement by making content more relatable and memorable, enhancing the emotional impact on the audience. The concept acts as a common thread, ensuring consistency of message across different platforms and formats.

How do you create a concept tailored to your strategy?

The creation of a concept begins with a deep understanding of the target audience and the campaign objectives. At 18h08, structured creativity techniques are used to generate ideas, which are then filtered and developed into potential concepts. These concepts are evaluated on their ability to engage, innovate, and be achievable within the resources available.

Does the concept always have to be original?

While originality can be an asset, it's not always necessary for the success of a campaign. A concept can be a fresh take on an existing idea, as long as it brings clear added value and is relevant to the target audience. At 18h08, authenticity and relevance are valued more than pure originality.

Conclusion

The combination of a well-thought-out strategy and an innovative concept is essential to transform a simple influencer campaign into a memorable and impactful brand initiative. By following the methods described above, brands can not only achieve their communication objectives, but also create deep and lasting connections with their audience. 18h08's integrated approach to concepts and strategies ensures that each campaign reflects the essence of the brand, while effectively captivating and engaging consumers.