part 1 part 2

 

Vakhtang Emukhvari, founder of the platform for working with bloggers Sponsero, shared with us the secrets of launching a successful advertising campaign. You can read the full version of this article in the next issue of the magazine Fashion magazin.

 

 

Modern users are increasingly using ad blockers. This significantly reduces the effectiveness of traditional digital tools - often advertising messages do not reach the target audience at all. At the same time, 50% of consumers are looking for purchase recommendations on social media. When combining these trends, it becomes clear that brands need to learn how to interact with their audience in a new way.

 

How to launch a campaign with bloggers? 

 

First you need to make a brief – a brief plan of your campaign. It is necessary to determine the target audience of the product in order to select the right bloggers as accurately as possible in the future. Then formulate the commercial terms on which you are willing to work. We strongly recommend fashion brands to adhere to barter relations when communicating with bloggers: a piece of clothing in exchange for placement with a brand mark, its mention and/or hashtags.

 

 

If you need to launch a successful advertising project, then the best choice will be average bloggers whose audience is more loyal than those of millionaire bloggers. This approach is also justified from a scientific point of view. It is safe to say that the closer a blogger's relationship with his audience is, the higher the probability of his influence on people's opinions and the more carefully his recommendations are perceived.

 

Bloggers with average coverage are also interesting because they are more often ready for barter cooperation. This is most relevant for fashion brands, based on the high value of the goods. Advertising campaigns conducted by barter give a higher ROI compared to commercial ones: 2.2 rubles for involvement with the barter model versus 4.7 rubles for commercial.

 

 

Lifestyle- and fashion-microinfluencers will be very willing to cooperate with fashion brands by barter, if the things offered to them correspond to their style. Therefore, a high-quality blogger search engine is needed, in which you can set technical parameters and search by keywords. For these purposes, there are special platforms that help brand managers and marketers in finding and selecting opinion leaders according to specified criteria and optimize the process of conducting an advertising campaign. For example, the Sponsero platform.

 

To be continued.

 

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