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?
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?
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?
4. What’s one piece of advice you’d offer brands that are looking to work with influencers?
5. What’s one mistake you made that you won’t make again?
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