Influencer Marketing Ibiza Event | Summer 2017 · Every KPI, on both events +53% influencers...
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Transcript of Influencer Marketing Ibiza Event | Summer 2017 · Every KPI, on both events +53% influencers...
Perrier-Jouët
Ibiza Event | Summer 2017 Influencer Marketing
Objectives & Target Audience
OBJECTIVES
TARGET AUDIENCE
● Create awareness about Perrier-Jouët.● Produce authentic brand content that raises interest and establishes Perrier-Jouët as the
ultimate bottle of the night.● Generate social media engagements.● Maximize returns through chosen links, mentions, and hashtags.
● Men and women geolocated in the UK, DE, FR, IT, SP.● Affluent with proven interest in fashion, nightlife, champagne, and fun loving.● Giving great importance to their appearance and aesthetics, but not superficial.
Events July 9th - 10th & August 2nd - 4th
Data Mining Publishing Amplifying
Leveraging our proprietary technology to identify, analyze, and contact influencers at scale.
Making sure influencers publish high-quality content in a timely manner.
Relaying the best performing content to the right target audience.
Methodology
Results
15Because of the attractiveness of the event, we managed to onboard 53% more influencers.
Thanks to fierce negotiations, we recruited bigger influencers at a lower price.
Surrounded by friends and fun in such an idyllic environment, influencers were incentivised to post more than ever before.
460,000
28
OutperformingEvery KPI, on both events
+53% influencers attended
+32% more followers on average
+57% publications on Instagram
8
150,000
16
Influencers atthe event
Average following per influencer
Publications on Instagram
Projected | Achieved
Results Story Views
Story Views PJ logo
Likes
Comments
11,046,000
3,965,000
603,450
4,520
Campaign Budget
35,000euros
CPV 0.008€
CPE 0.057€
8.80% ER based on their 6.9M followers
Influencers and Publications
Germany
@phiaka
410,000 followersInstagram Account
10k+ average likes per post222 average comments
per post
20,398 likes
435 comments
103.8% better
France
@chloebbb
366,000 followersInstagram Account
32k+ average likes per post354 average comments
per post
53,845 likes
169 comments
59% better
Spain
@innamoll
489,000 followersInstagram Account
41k+ average likes per post298 average comments
per post
44,301 likes
318 comments
8.04% better
Italy
@nicolemazzocato
1,000,000 followersInstagram Account
29k+ average likes per post71+ average comments per
post
54,310 likes
87 comments
55% better
Event Insights
Audience Overlap1,577 comments on 22 posts
Given the geographical split, selected influencers had very few followers in common.
To be precise, out of the +5M followers, there was only 2.76% audience overlap!
97.24% unique
@m
elis
abel
eli
@christinam
ussachi
o
@stefanotratto
@n
icol
emaz
zoca
to
@ch
loeb
bb
@estelle
fitz
@vanesabasanta
@fabio_colloricchio
Language Analysis1,577 comments on 22 posts
Almost a quarter of the comments are expressed as emojis! As our influencers are international, English is the second most used language.
Emoji power
Feeling Analysis1,577 comments on 22 posts
Almost every comment was positive. Followers seemed thrilled to see their influencer enjoying themselves in Ibiza.
Loving comments
Happiness
Surprise
Calm
Fear
Sadness
Anger
Disgust
81%
14%
3%
1%
1%0%
0%
Contest Links
Contest Link Performances
Several waves
Half of the clicks were generated during the event, on August 3rd and 4th. Links were posted in Instagram bios and all the influencers informed their audience in their stories. With deferred publications, clicks were also generated days after the event.
Link Performances
Germany ahead
Why so many clicks from Germany?
Three of the biggest influencers were German!
4,431Clicks
Story Performances
Day storiesShowing breakfast, lunch, sun
beds, private booth & the Destino hotel
177Night stories
Showing the parties at Pacha, the show at Lio, dinners and
drinks
143Perrier-Jouët Stories
Among the 468 stories, 148 of them showcased the
Perrier-Jouët logo
148
Unique ViewsNumber of unique people who
viewed Instagram stories
719,000Views on PJ stories
Number of views on stories showcasing Perrier-Jouët’s logo
3,965,000Total Views
Total number of views on the 468 stories from the 15 influencers
11,046,000
Thank You
Upfluence. 33 Quai Arloing, 69009 Lyon, France
Marion BalinoffInfluencer Marketing [email protected]+33 (0)420-880-040
Marielle IngleseAccount [email protected]+33 6 22 28 61 31