The Objective
Expanding influencer marketing globally
Rosefield, an international watch brand, was built on social media and established an influencer marketing strategy that’s been essential to the brand from the start.
However, with such a sophisticated strategy, its existing initiatives proved difficult to scale and manage; Rosefield’s primary challenge was to efficiently expand and manage multiple ambassador community campaigns.
Rosefield wanted to expand its influencer marketing program across its key markets — France, Italy, Netherlands, Germany, Spain, the UK, and the US.
It needed a solution that would grow its ambassador community, making it possible to manage several international campaigns efficiently and effectively. At the same time, it needed to support the capacity of its internal influencer team.
The Solution
An international ambassador community
Rosefield already had a large and active audience online. In addition to scale, Rosefield wanted to prioritize and emphasize its consumers’ organic and authentic brand passion.
Through Later’s influencer marketing platform capabilities, Later and Rosefield developed an inclusive international ambassador community for all its passionate consumers. Together, they also launched an international ambassador Instagram account.
The brands worked together to activate loyal consumers to create content, refer new ambassadors via dynamic links, and amplify branded content on Instagram and Facebook. Managed on Later’s platform, high-performing ambassadors were rewarded with points to be redeemed on Rosefield’s website.
Scaling the program
After finding a diverse community of ambassador partners, Rosefield segmented them all into three tiers of influencers, consumer advocates, and referrers. These groups were activated across three core use cases in seven key international markets and were asked to:
- Create original blog and photo content on Instagram and Facebook to support Rosefield campaigns and product launches.
- Refer new members to the Rosefield Ambassador community via dynamic referral links unique to each ambassador.
- Amplify branded content and promotions on Instagram and Facebook.
In addition to incentivizing influencers with exclusive access to new products, Rosefield rewarded high-performing influencers, advocates, and referrers with points, which were managed and redeemed for store credit via the Rosefield community microsite.
The Results
Influencers in 5 Markets
70K+
New Ambassadors
400%
Sales Increase
167%
Return on Investment (ROI)
7
International Markets Reached
Later and Rosefield’s collaboration led to:
- An international community of over 70K ambassadors;
- A 167% return on influencer spend;
- 2X higher conversion rates from influencer referral traffic;
- A 400% increase in sales attributed to influencers;
- A 700% increase in average monthly impressions, averaging over 10M impressions a month; and
- A 113% increase in monthly influencer impressions.
These 46 posts also led to:
- 2.3 M estimated impressions on influencer posts;
- 186.8K estimated engagements on influencer posts; and
- $0.09 average influencer cost per engagement.
“We’re primarily a European brand, but it is a very diverse market. We have to approach each influencer differently based on their language and culture. The most valuable part of (Later) is that I have all the information I need all in one place and it’s very easy to adapt our strategy. I can keep an eye on what’s going on across all global markets in five minutes, where before it took me hours.”
Victoria Barbet
Influencer Marketing & Relations Manager