In the first integrated influencer marketing campaign of its kind, COSMEDIX decided to flip the traditional influencer model on its head. With zero spend on media or influencer activations, COSMEDIX used Mavrck's influencer marketing platform to implement an always-on strategy that identified and invited relevant micro-influencers, advocates, referrers, and loyalists to join the COSMEDIX Crowd community (July '17) and activate them on-demand across three core use cases:
Mavrck's Influence Plugin was then embedded on COSMEDIX.com to power the COSMEDIX Crowd community and referral program, as well as to dynamically engage existing website visitors and online shoppers in the moment of brand interaction to recruit influential consumers to the community.
Influencer marketing has long been a part of beauty and cosmetics marketers' playbooks – but faced with the dynamic proliferation of digital channels and increasing complexities of social marketing, it has become increasingly difficult to scale using traditional tactics. How consumers discover, research, and buy cosmetics and beauty products has fundamentally shifted:
COSMEDIX, pioneer of clean, luxury cosmeceutical skincare, wanted to find a way to bring its consumer community together while effectively raising brand awareness, driving purchases and making its customer experience more rewarding.
COSMEDIX saw the opportunity to not only create its own social community, but to also leverage that community as the foundation to deliver a new, personalized consumer experience that integrates the multi-dimensions of influencer marketing and social proof that consumers trust today.
Influence is dynamic and highly contextual. What influence is and who has it depends less on reach and engagement rate, and more on a consumer's behaviors, motivations, and brand performance. Recognizing this challenge, COSMEDIX worked with Mavrck's patented influencer marketing platform to implement the following all-in-one approach to promote its plant-based, cruelty-free products and drive e-commerce sales.
When brands implement an influencer marketing strategy, it usually revolves around a mix of celebrity or social media star endorsements, industry experts and bloggers. COSMEDIX is among the first in its category to launch a brand community that focuses on engaging the full spectrum of influence – influencers, advocates, referrers, and loyalists – in a unified influencer marketing program.
COSMEDIX activated segments based on influence persona – micro-influencers, advocates, referrers and loyalists – to drive key brand objectives, such as creating original content, amplifying brand content, and providing product feedback.
COSMEDIX then embedded Mavrck's white-labeled technology to power COSMEDIX Crowd on COSMEDIX.com, as well as its Influence Plugin to dynamically engage customers in the moment, and identify their most influential customers through the COSMEDIX Crowd program.
By harnessing the full spectrum and power of their consumers' influence through COSMEDIX Crowd to produce a steady stream of original influencer- and user-generated content, COSMEDIX earned a 527% return-on-investment.
COSMEDIX Crowd drove significant results across all brand objectives, most notably, driving 527% ROI from products purchased:
"The COSMEDIX marketing initiative is fully rooted in a tight omni-channel approach where influencer marketing lives at the core. We know that content creators are prolific and powerful, and by utilizing the Mavrck platform to drive brand awareness and inspire meaningful conversations, we were able to drive some unprecedented success."
– Julie Campbell, VP Marketing, Astral Brands