Beauty Influencers Know Best
Request
A Brand Strategy & Insights firm reached out to Zintro on behalf of a Fortune-500 cosmetics company to better understand influencer marketing, their brand image among influencers, and how the audiences of influencers perceived the brand. They wanted to talk with 25 Instagram influencers in five follower buckets: 25-50k, 50-100k, 100-250k, 250-500k, and 500k+ followers as well as 25 YouTubers with 100k-1M followers. All had to post at least 2x per week and have a beauty, lifestyle, or makeup channel.
Solution
Zintro immediately engaged its social media team as there weren’t nearly enough in-network influencers that were qualified. The team knew well that the more followers each influencer had, the more expensive they’d be and the less likely they were to take a screener (even if paid). The project management team focused on high quality pre-screened reach outs to avoid accidentally upsetting anyone not familiar with research processes. Zintro also relied heavily on a tailored referral system to reach other influencers.
Results
Zintro was able to fill all 50 interviews and the follower quotas after 12 days in the field. Despite being a notoriously “flaky” participant group, 96% of interviews occurred on time and the other two were rescheduled within a day. As a result of the interviews, the client learned their brand was thought of as “unethical”, “irrelevant”, and “old”. Once the project concluded, the cosmetics company requested to create an influencer advisory panel, which Zintro was able to facilitate.
By the Numbers
12 days of fieldwork
50 total interviews
67 project-qualified influencers presented for review
12 influencers added to end client’s advisory panel
