Neiman Marcus wasn’t exempt from the economic effects of a global health crisis. As a major marketing partner of the brand, we thought it was imperative to optimize our campaigns to reignite interest in key products as we meet demand for fashion and beauty products online. In the aftermath of the pandemic, we developed a campaign with the objective to grow sales and awareness by enlisting influencers with highly engaged followers in related niches.
We wanted to build Neiman Marcus as a brand that offers a world-class shopping experience, with the most loved products available in one ultimate shopping destination. We enlisted influencers to share their unique personal insights by talking about key products from bestselling brands. We also wanted to highlight discounts and promotions, as well as convenient shipping options, which make these coveted products more accessible. In terms of sales, our target was to see a 25% increase by the end of the campaign.
Our plan was to handpick the most suitable online personalities with an engaged audience who deem them authorities when it comes to fashion and beauty products. In collaboration with the Neiman Marcus team, we also narrowed down the product list to the most popular and in-demand. There are thousands of influencers within our network and you can say that picking the right ones would be one of the biggest challenges in the course of the campaign. We decided to go for influencers who have:
- At least 15k followers/subscribers
- AOV of $200
- Style and content that match Neiman Marcus
It was a bonus if they have had previous experiences shopping at Neiman Marcus and can talk about and present the products we selected based on personal experience, in a way that targeted customers can relate to.
We also made a decision to target a wider demographic, choosing female and male influencers to work with on the campaign. Most of them were primarily in the US but we also wanted to achieve a balance in a geographical sense. We picked influencers from different locations and ethnical backgrounds. We thought this would effectively help us reach a diverse audience that would be interested in knowing more about the brand and ultimately, making a purchase decision.
We also thought it was important to go with micro- and nano- influencers who may not have the biggest following but have been around long enough to have built their social media credentials. We reviewed videos posted, comments, and engagements to finally narrow down our influencers for the campaign.
With the influencer selection ongoing, we also worked with the Neiman Marcus team to complete a lineup of their most attractive offers which they will be rolling out for the year. This promotional schedule was then carefully aligned with the sponsored influencer content as part of our strategy to successfully convert interested customers.
Getting our products to our influencers is another challenge but through close collaboration with the Neiman Marcus team, we managed to deliver to the influencers on time. Pacing the posts, following up with our content creators, and launching the accompanying promos was one of the crucial aspects of the campaign. The team coordinated closely with Neiman Marcus and our influencers to ensure that we are always on schedule.
Before we launched, our target was to see a sales growth percentage of 25%. By the end of the campaign period in December, all the influencer videos received a total 25 million views and over 350,000 interactions. We are extremely thrilled with the results, which even surpassed our initial projections. Sales amounted to $40.3 million, reflecting a 32% increase.
Shoplooks x Neiman Marcus
Number of Influencers: 66
Total Videos Posted: 5
Total Views: 25,000,000
Total Interactions: 350,000
Total Clicks: 2,100,619
Total Sales: USD40,310,102 (32% growth)
Another thing we consider a major success regarding this campaign is the successful implementation of the content calendar. Influencer content was released on time according to our tight schedule, and successfully meeting the content standards set by Neiman Marcus; even while the influencers stayed true to their personal brand. The key products were highlighted in the best way, through unboxing, tutorial, and product review videos.
The influencers promoted Neiman Marcus by sharing previous experiences with the brand, making their content more personalized and authentic. The promotional offers were well-placed and highlighted across other important channels, especially YouTube, which was the primary targeted channel. This showed us that we made the right decisions when we picked the participating influencers.