Social Amplification True Measurement of Influencer Campaigns
Marks & Spencer wanted to run an influencer campaign to drive awareness for, and promote their Autumn/Winter range – efficiently maximising the campaign reach to make up for the fact that they weren’t running a TV ad for this campaign. Reporting can be limited for organic social campaigns due to platform restrictions, and Incubeta needed to demonstrate the resounding performance benefits of the influencer campaign.
Incubeta was tasked with running a successful influencer campaign to promote M&S’s AW20 collections.Efficiently maximize reach of the campaign to make up for the fact that M&S were not running a TV ad for this campaign. And demonstrate the performance benefits of an influencer campaign previously considered purely as a branding initiative.
We developed an approach that would allow us to credibly measure the success of our campaigns by integrating social amplification. Trackers were applied to available click through links on influencer content and paid campaigns, so that we could track post-click sales. We then integrated our proprietary amplification solution into the core strands of the campaign, with targeting groups based on menswear, womenswear and family segments. Contextual targeting was applied to select a relevant post for each placement.
An incrementality test was run across the duration of the amplification campaign to enable us to report on soley the number of sales that would not otherwise have occurred. Using the data from the click trackers and from the amplification campaign, we modelled the predicted sales impact of the in-platform campaigns beyond those directly driven by clicks.