Case Study: Influencer Awareness Testing with Bolt
Updated: Jul 28
According to a recent report published by Business Insider, the influencer marketing industry is on track to be worth up to $15 billion by 2022 and with nearly four out of five brands using Instagram for influencer campaigns, it's fair to say influencer marketing is here to stay.
Regardless of the communication channel you use, it's no easy task to pick the right influencer for your brand. Fake followers, ineffective measurement, lack of commitment for original content, there are many metrics worth checking before making a deal. Once you're sure the metrics are right, how can you be sure if that person is a good match to your brand from your consumer's point of view?
What if they prefer someone more local?
Sure, you can track the influencer's already published content, try to scroll down through their feed in order to make some level of analysis, although before making a commitment you might want to rely on more accurate and up-to-date data.
Perhaps your consumers may have preferred someone more local? What if the influencer did something that offended your consumers in the past and your PR report didn't catch it? What if your consumers lost trust in the influencer?
Well, why don't you ask them directly?
We recently completed a project with one of our FMCG clients actively selling their products and investing heavily in influencer marketing across the EMEA region. The strategy team came up with a few alternative names that they might want to be in a long-term relationship with. The objective was to find out the awareness level of these selected influencers, the level of trust and liking amongst their consumers, and to analyse if their consumers find these names relevant to the brand.
Using our proprietary platform, we created a 5-minute survey and using Facebook & Instagram, recruited 400 people collecting quantitative data in less than 4 hours. Whilst utilising the same audience definition the brand regularly use to communicate with their followers, we targeted participants based on age/gender and location quota.
Each participant first saw a short video clip from the influencer to make sure they recognise without any further help. Moving along with those who do recognise, participants shared their opinions through a variety of both open and closed-ended questions.
As a result, a high majority (65%) of the participants had a higher desire for one of the alternatives, furthermore 23% showing distinct rejection to another one. This helped the brand team prioritise the top 3 best alternatives and decided to move forward to the proposal stage with the best match. (They already signed at the time of writing this post.)
In summary, we received the brief, created the questionnaire, got the approval from the brand team, formed a custom survey using our proprietary technology, collected data from 400 participants (in less than 4 hours) and created the final executive report in a total of 4 business days.
This not only reduced the end-to-end research process time from weeks to days, without dealing with any local third parties, without any further hidden costs, our client had the chance to create a massive cost efficiency for their marketing investment, making an important decision relying solely on current data from their own consumers.
Are you in a similar position where you have to make a quick but important strategic decision? Reach out to us today and see how our tools can offer you a seat next to your consumer.