How to Get the Most Out of Social Media Influencer Campaigns

Brazilian marketer Pedro Octavio Alvim Cassamiro talks to us about working with social media influencers and how to get the very best results out of influencer collaboration.

1. What was the most successful influencer marketing campaign you created at Magazine Luiza? Why do you think it worked?

In 2017, Magalu made the biggest ever investment into influencer marketing in Brazil, according to Meio & Mensagem magazine. At Magalu, we like the term ‘creator marketing’ because, for us, influence is a consequence of good content for the right audience.

One of the most successful campaigns was created by Carlinhos Maia (a Brazilian creator who happens to have the second-most-viewed Instagram Stories in the world) when we launched a store in Penedo in the northeastern state of Alagoas. We worked with him to create a story for his Instagram with the objective of introducing his fans and followers to Magalu, compelling them to go to the store and to follow us on social. We welcomed many people to our store after the video went live, and we had huge follower growth and engagement on our Instagram account, with more than 50k new followers. This was a very successful campaign, driving engagement and expanding our reach in the community.

2. How would you describe your strategy for working with influencers - and what are your success metrics for your influencer marketing campaigns?

We work with influencers as creators, producers. They help us grow the brand and reach new audiences. We also work with creators to help us with writing and storytelling. Creators build strategies and help create content for Lu, our virtual influencer who has more than 1.4 million followers on Instagram and more than 1.4 million subscribers on YouTube.



Of course, metrics help drive and inform our campaign objectives. But, what really matters for us as an influencer success metric is growth in engagement on our content platforms, and building a strong brand community.

Influencers and creators are very effective to help us do just that. Because they are close to the audience, they are authentic and trusted by their audience. They can help transfer that hard-earned trust to the brand, and welcome new audience members to our community.

3. Magazine Luiza has worked with many influencers, how has working with them helped you increase conversions or improve your bottom line?

It’s not only about sales or about the last click, but about the long-term relationship strategy for our customers and audience. It's about a culture of proximity. Yes, I know, we are a retailer, but building relationships with our customers is what makes our business sustainable. The sale, and increased influence, are natural consequences of doing this successfully.

4. What’s one piece of advice you’d offer brands that are looking to work with influencers?

Respect the creator’s potential. They know their audience better than you and this is the reason you need to trust them if you want to see better results for your campaigns. Forget the traditional model and work together. Co-creation is the key to a successful campaign, to build real storytelling, and to connect your brand with the creator’s audience.

5. What’s one mistake you made that you won’t make again?

My biggest mistake when I started to work with influencer marketing was to see the creator as a media vehicle, not as a business partner. They are more than influencers. They are relevant content producers and they can help your business to grow across digital platforms, creating social capital for your brand, making your brand relevant with, and trusted by, their audience.

The Takeaway

Start seeing influencers as trusted brand partners and creators with their own intimate relationship to their audience. Once you’ve selected an influencer, trust in their authenticity, the power of their influence and the communication they’ve already built up with their audience - they’ve obviously been doing something right so why try to dictate content and stifle their creativity? Co-creative collaboration is the way forward.



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Pedro Alvim is the Content and Social Network Manager for Magazine Luiza (Magalu) in Brazil. He has been responsible for Magazine Luiza's content strategy, social networks and influencers since 2013 and made the YOUPIX BUILDERS 2017 list of the 10 most influential people in the Brazilian digital content market, fostering this ecosystem, seeking partnerships with big names in the internet, leading to the transformation of Lu, a virtual character and brand technology expert, into a creator. He also led the transformation of Magalu's Brandchannel on YouTube, which became the first of a Brazilian retailer to reach 1 million subscribers and the biggest of the world.


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