Jennifer Brown of Shein shares a strategic framework for success.
Creators have reshaped the way brands connect with consumers.
Whether it’s a partnership with a mega-influencer or a multi-pronged approach with micro-influencers operating in niche communities, creators can help make brands relevant in real time.
Before jumping into all the fun, creative details — such as casting creators and coming up with storyboards — brands need to lay the groundwork and set themselves up for success.
“I feel like this one may seem so obvious, but it’s one that’s the most commonly missed,” said Jennifer Brown, director of U.S. influencer marketing and talent partnerships at the online retailer Shein.
In a presentation hosted on Ragan Training, Brown outlines three steps for establishing a solid strategy before moving on to telling a compelling story.
- Define the business goals: Brands need to articulate what they’re trying to achieve. Is the aim to raise awareness? Drive sales? Alter how the public perceives the brand? Having the endpoint in mind will help guide the process of selecting the most appropriate creator or group of creators.
- Identify the right creators: Don’t settle for surface aesthetics or what simply feels right after a first impression. Brands need to think through who they’re working with and how, exactly, the partnership will deliver on the business goals. It’s better to take the time to get it right than rush through the process.
- Measure what matters: Before the campaign begins, brands need to know what they plan to measure and why. Whether it’s clicks, views or a boost in brand sentiment, make sure the tools and platforms tracking these metrics are up and running. If possible, gather historical data to establish a benchmark, which will indicate whether the new creator campaign is generating the desired results.
Watch the full session, “Spotlight Ready: Setting Up Influencers and Ambassadors for Success,” on Ragan Training.
The post Do these 3 things before partnering with creators appeared first on PR Daily.
