Influence Weekly #253 - How Shiseido unlocked new influencer marketing success

Influence Weekly #253
October 7th, 2022
Executive Summary
  • How Shiseido unlocked new influencer marketing success 
  • Triller battles gauntlet of lawsuits as it prepares IPO
  • How publicists navigate Booktok
  • Jack in the Box seeks full-time Twitch streamer
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Great Reads

Are Virtual Influencers the Real Deal?
“Some of the reasons that they’re so successful and have gotten traction with real celebrity talent is because they’re backed by successful IP. Bored Ape Yacht Club is the hottest NFT collection — it’s probably the most well-known by far. So the content already resonates with people,” Kate Lonczak, a digital strategy agent at WME who works with Escape Plan, tells The Hollywood Reporter. “You’re just basically exploiting that IP into something bigger, giving it a backstory and giving people content to digest.”

Though Capitol Records may have been alarmed by its missteps with Meka — agents who spoke with THR say the deal and its talent should have been better vetted — another Universal Music Group label is forging ahead with a virtual project. The brainchild of Celine Joshua, the founder of Universal’s experimental 10:22 record label, a different Bored Apes quartet, Kingship, has secured a deal with Mars Inc. for a special collection of M&Ms and, perhaps more significant, attracted producers James Fauntleroy and Chauncey Hollis Jr. (aka Hit-Boy) to create music for the band.

“It is no different than if they were creating the sound and the music for soundtracks,” Joshua says, pointing to Hit-Boy’s work on EA Sports’ Madden video game franchise as an example. “They are not the face of it, but their music and their art and their creation is the heart [of the project].”

TikTok said to be launching live shopping in the US
TikTok is hunting for partners to launch its live shopping offering in the U.S. as it is looking to outsource operations for these features.

According to a report from Financial Times, the short video app has been talking with California-based TalkShopLive to provide infrastructure for live shopping features on TikTok. This tech will allow creators and brands to sell goods through videos on the platform. TalkShopLive takes a 10% commission from sellers for providing its services, and TikTok is likely to cover that cost for the initial phase of the project.

The report noted that TikTok and TalkShopLive — which raised $6 million in a seed extension round last year — haven’t finalized any terms. So there is little information about when the shopping feature will go live.

TikTok began offering e-commerce features last year by partnering with Shopify to let business accounts integrate their catalogs to a dedicated tab on their profiles. Plus, the company gave brands tools to create, run and monitor ad campaigns on the platform. In June, TikTok also started testing a dedicated Shop feed to highlight products sold by merchants on the app.

The company has been testing its live shopping product in the U.K. since last year — its first market outside Asia for testing this feature. However, a Financial Times report in July suggested that the project failed to meet the company’s expectations and it was reconsidering live shopping expansion in other countries such as the U.S. and Germany.

TikTok didn’t comment on the specifics of the kind of partnerships the company is looking for to expand its live commerce offerings.
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Campaign Insights

Jack in the Box seeks full-time Twitch streamer
Jack in the Box put out the call for its first-ever Gamer Jack, a full-time content creator position responsible for bolstering the quick-service restaurant’s Twitch presence, per details shared with Marketing Dive.

Gamer Jack will be the face of weekly livestreams and events that foster relationships with gamers. Benefits include a salary and gaming set-up stipend. To apply, participants must visit a landing page and submit a video sharing why they believe they are a good fit. 

The QSR partnered with e-sports company Zoned Gaming for the casting call ending Oct. 10. The concept follows other Twitch-focused efforts by the marketer and emphasizes the growing use of creators to step into Gen Z spaces.


Revolut partners YouTube influencers Sidemen on card for US fans
Revolut, the global financial super app with more than 20 million customers worldwide, has collaborated with the Sidemen on launching two unique cards with plenty of perks for aficionados of the influencer sensations.

The YouTube group consisting of internet personalities KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2S, has amassed 130 million followers combined, and 34 billion views combined.

In addition to all the benefits of a Revolut card such as no hidden fees and best exchange rates, the Sidemen cards give customers 10% cashback on SDMN clothing. The limited edition cards, available on the Revolut app for US customers from today will also give customers 3 months of Side+, Sidemen’s exclusive membership community for free (subject to T&C’s).

To get the Sidemen cards, individuals can download the Revolut app on their smartphones and sign up, available on Google Play and the App Store.

Customers can choose the Standard/Free Revolut plan to buy the Standard Sidemen card for $14.99, and Revolut Metal customers can purchase the SDMN Metal card for $54.99. New Revolut Metal customers can subscribe to the Metal Revolut plan for $16.99 a month, and get the Metal Sidemen card for free.


How publicists navigate Booktok
Kristin Dwyer, who runs New York City-based publicity firm Leo PR, says that at its core, book promotion is the same. Publicists still send out galleys, hope for review coverage, and vie for special placement in bookstores. But now she also looks for influencers who are tapped into specific genres and sends them book-branded swag in hopes that they’ll influence their fandoms.

But BookTok is also “unwieldy,” Dwyer told Sidekick, because the user base has greatly expanded the number of book-centric communities publicists want to reach. As a result, she focuses on finding influencers who are genuinely passionate about the book she’s promoting.

“It’s not about having 5,000 influencers. It’s about having 30 or 40,” she said, noting that arranging intimate conversations between authors and creators creates more significant and longer-lasting connections than, say, mailing out bucket hats.

Indeed, a small influencer campaign can result in exponential organic growth. Vicki Saxon, a BookToker who previously handled social media marketing at JSTOR, attributes that success to how “word of mouth spreads in a really fast way” on TikTok—especially if the creator is passionate about a book.

“[Book] sales have always been impacted by recommendations, whether it’s from your librarian, your trusted friend, or your book club,” she said. “So some [BookTokers] do three-minute videos that are really in-depth reviews, and other people [just] follow the trend of adding a popular sound to a seven-second video. But if a book starts to gain traction, other people read it and recommend it, and then it spreads.”


US$10,000 for one Instagram post? How food influencers can make or break restaurants
A few weeks before the surge, Gonzalez had DM’d Rodriguez on Instagram, inviting her to try his food. Rodriguez explained that her rates range from US$1,500 (RM6,955) to upwards of US$10,000 (RM46,370) – depending on her following and the platform where a business is looking to be featured. Gonzalez agreed to pay Rodriguez US$1,500 for one video that she posted to TikTok and, later, Instagram. Gonzalez says he spent an additional US$40 (RM185) for her food.

“If I could tell any other restaurant owner – it was worth it,” he says.

Food influencers come in many varieties: There are the home cooks who post how-to videos of dishes, mukbangers who livestream themselves eating, newbies looking for free food, marketing professionals with restaurant clients, gourmands who review food in their cars, and food obsessives who just like to share what they’re eating. Some influencers have agents and make a living through brand and restaurant deals. Others do it for the free products and perks. Most of the restaurants they work with are not the kinds of places you’ll find on a critic’s best-restaurants lists.

Rodriguez, along with influencers Paul Castro, 28, and Hugh Harper, 39, founded the LA branch of a Las Vegas-based marketing company called JMPForce. They work with about 20 local restaurants, handling their social channels and creating content. While the three regularly post non-work-related photos and videos, Rodriguez estimates that about 60% of the restaurants featured on her channels are clients.

 
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Interesting People

SEMA Announces Finalists for Automotive Influencer of the Year
The Specialty Equipment Market Association (SEMA) has announced the finalists for its first-ever SEMA Automotive Influencer of the Year award. The new program recognizes content creators and social media influencers who have significantly supported and helped build enthusiasm for the automotive industry and car culture. The new award will be presented to one of the top-five finalists at the 2022 SEMA Show Industry Awards Banquet to honor an influencer who has built an engaged audience and used their platform to positively impact car enthusiasts of all ages. 

The five finalists for the 2022 SEMA Automotive Influencer of the Year award are:
-Larry Chen
-ChrisFix
-TJ Hunt
-Adam LZ
-Alex Taylor

The award is a result of the rise of content creators’ and social media influencers’ impact on the industry. Finalists for the award were selected based on their presence and influence across social media channels, including YouTube, Instagram, Facebook, TikTok and more. The SEMA Industry Awards Banquet will host the finalists and recognize their impact on growing the $50.9 billion automotive specialty-equipment industry.

“These influencers and creators have built up a tremendous voice to help promote, shape and protect the automotive industry,” said James Lawrence, chairman of SEMA. “Each of them has the ability to share their stories and connect with their fans in a personal and impactful way. They also generate tons of excitement and enthusiasm for the automotive industry. They are a big part of being an automotive enthusiast today, and it’s time we recognize them for their contributions.”


Mantis VC Jeffrey Evans On Influencer Marketing
“I had this theory that if I partnered with the right influencer—that had real social capital—that it could create an edge,” Evans said.

Mantis partners with other funds to finance seed and Series A fundraising rounds. Its investment strategy, Evans said, is not to be the lead investor, but to be the second-biggest check in early rounds. The firm’s recent investments include fintech company Tres, the Web3-based Integral Treasury and e-commerce platform PriceOye.

Celebrities can lend VC firms their social capital and influence to help create opportunities for companies, Evans said. While some celebrity-backed venture funds rely on big names solely as a “vanity” marker in promoting the business, Evans said The Chainsmokers are actively involved in the fund. They will personally reach out to potential investors of Mantis-backed companies to explain why they invested in them and why people should join the team. That kind of hands-on work, he said, helps support their founders and bolster their investments.

“I really look at [Pall and Taggart] as entrepreneurs and founders who happened to build the business of The Chainsmokers into a great and successful, highly profitable business,” Evans said. “Now, they're utilizing that to build other businesses around it where they can focus their time and effort.”
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Industry News

Triller battles gauntlet of lawsuits as it prepares IPO
Two years ago, Century City startup Triller was poised for the big time.

The once obscure entertainment and tech company got a sudden boost when then-President Trump floated the possibility that he’d ban TikTok from America over its ties to China. Some of TikTok’s best-known stars said they would make Triller their new home. The firm became the most downloaded iPhone app in the country.

But TikTok’s heir apparent in the U.S. now finds itself beset on all sides by haters, skeptics and litigants. Recurring complaints by company affiliates about late or missed payments, as well as questions about its revenue streams and relationship with Saudi Arabia have put a spotlight on the company.

“The bottom line is Triller hasn’t delivered and the artists are starting to leave. People aren’t getting paid,” said Ray Wang, principal analyst for Palo Alto-based Constellation Research, echoing claims from lawsuits filed against Triller. “That’s really what’s hurting them.”


TikTok reports $1bn turnover across international markets
TikTok has reported a five-fold surge in turnover to $1bn (ÂŁ875m) across its operations in international markets including the UK and Europe last year, as trend-setting teens and young adults continue to make the video-sharing platform the hottest social app of the moment.

Financial filings for Chinese-owned TikTok UK, which also covers operations in countries such as Brazil, Mexico, South Africa and Colombia, shows that its popularity with the public is rapidly translating into an advertising and e-commerce boom.

Turnover soared by 477% from $171m in 2020 to $990m last year with the UK and Europe accounting for more than 80% of the total, according to a filing at Companies House.

In the UK, turnover jumped from $51.8m to $279m, making TikTok a bigger advertising drawcard than Snapchat and almost level with Twitter, according to data from Insider Intelligence.

“The increase was primarily driven by the continued growth of our user base and enhanced monetisation tools to improve advertisers’ experience and ad performance,” the company said.

The company landed its billionth monthly user last year, four years after its global launch, half the time it took Facebook, YouTube or Instagram, and three years faster than WhatsApp. Analysts at data.ai have said the company has since passed the 1.5bn user mark.


Facebook is selling ads in new places on Instagram and Messenger
In an event for advertisers on Monday, Meta introduced a new way for advertisers to display ads on Instagram’s explore page, which shows content to users based on their preferences and routines, and on the profile pages of all public, non-teen Instagram users. As part of a new test of the ad format, select influencers will be able to allow ads to appear on their feeds as a potential source of revenue.

On the Messenger messaging service, Facebook is launching a tool that uses machine learning software to show ads intended to “reach people who are most likely to make a purchase,” said Maz Sharafi, Meta’s vice president of marketing and growth for business messaging. Sharafi noted that “the important thing here is that we do not use message content for ads,” implying that the company will not analyze Messenger messages to determine which ads get placed.

The announcements come just three weeks before Meta is scheduled to release its third-quarter earnings report, which is expected to show a second straight period of declining revenue. The company gets substantially all of its sales from mobile ads, a business that’s been hammered this year because of Apple’s privacy updates to its operating system as well as a sputtering economy and rising competition from TikTok. Meta’s stock has lost close to 60% of its value this year.


Radisson Hotel Group appoints consumer PR and influencer marketing partner
Citypress will work with Radisson Hotel Group’s in-house communications team to promote its brands as the hotel group of choice for guests, owners and talent.

The brief involves UK media and influencer engagement, with a focus on major upcoming hotel and resort launches.

Katie Redman, PR and communications manager for northern and western Europe at Radisson Hotel Group, said: “Citypress has great experience and a deep understanding of our business and sector, along with the creativity and ideas that will engage our target audiences.

“We’ve tasked Citypress with bringing our group vision to life and they have been appointed at what is set to be a hugely significant time for Radisson Hotel Group and the travel industry.”

The group has more than 1,700 hotels in operation and development worldwide, and has Radisson Collection, Radisson Blu and Radisson RED among its nine distinctive brands.

Victoria Bridge, senior director, consumer brand, at Citypress, said: “Radisson Hotel Group is renowned and trusted worldwide for its industry-leading hotels and resorts. Post-pandemic, the travel industry is full of opportunity, and we’re excited to support the brands’ success.”


How TikTok Is Changing Fashion Trend Forecasting
Now, the digital world threatens to render trend forecasting obsolete. In the past two decades, mass access to the internet and social media has reshaped the zeitgeist. As of 2022, approximately 4.6 billion people use social media globally, with the “typical” user spending an average of almost seven hours online daily. Instagram and Facebook have long been home to influencers, and if you need sartorial inspiration, you can find it with a quick peruse of TikTok — often under #FashionTok, which has amassed more than 5.9 billion views. Until now, social media has remained in the realm of trend influencing or trend continuing, but a new breed of fashion-focused TikTok creators are taking that one further to trend forecasting.

Names such as Mandy Lee (@oldloserinbrooklyn; 394.6k followers) and Agustina Panzoni (@thealgorythm; 258.7k followers) are go-tos for fashion fans hungry for the digital dopamine hit that comes with discovering (and ideally, purchasing) the next It-item before anyone else. Lee has gone viral — even beyond TikTok — for her forecasting talent, which borders on fashion psychic. She predicted two of the year’s biggest trends: the revival of ballet flats and the aughts’ style subset dubbed “indie sleaze”. When publications began to report on these trends, they often referenced Lee’s TikToks, begging the question of chicken or egg: do Lee and her peers have fashionable crystal balls that show them what was already coming over the horizon, or do their predictions prove true because they have hundreds of thousands of followers each who jump on board, thus creating the trend?

 
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How Shiseido unlocked new influencer marketing success - Glossy
“We built our 2021 strategy by using Traackr to identify what drove the most VIT for us, so we knew what to keep doing — and for our competitors, so we could identify what new things to experiment with,” said Erin Kelly, director of integrated communications and influencer engagement at Shiseido. 

Each influencer marketing initiative selected for 2021 was carefully mapped to the three pillars. For example, the analysis with Traackr revealed that video content contributed significantly to Shiseido’s visibility. Based on that insight, the team invested more in sponsored video content from new and existing influencer partners. Influencers received briefs that asked them to highlight product texture, packaging and application. 

“We knew it was important to preserve creative freedom and authenticity, especially on video platforms like TikTok,” said Kelly. “We kept our briefs vague so that we could empower our influencers to create content in their own tone, style, and wheelhouse.” This strategy led to video content ruling high-performing posts in 2021 and increased the brand’s video views by 79% year-over-year.
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