I Saw It First | Influencer Marketing
I Saw It First is a successful fast fashion e-retail founded by Jalal Kamani based in Manchester. In Fast fashion, Influencer Marketing is one of the key and most profitable channels, and one of the most important aspects of this channels is that is truly through-the-line and works the entire funnel.
The main goal was to generate awareness and ultimately to drive sales. With this in mind in collaboration with I Saw It First team, we carefully selected 10 influencers that most related to its demographics, lifestyle and overall affinity. This set of Influencers would then individually approach their unique following with a 3-stage storytelling about the products and leveraging Instagram Stories to do so. In a first moment, they would showcase the products, in a second stage expose the brand and details about the products and finally, model with the complete outfit in a real-world scenario. This enables the followers to truly engage with the content in a genuine and human way, that most relate to them. In sum, we leveraged stories to really drive sales through a funnel within 3 stages: awareness, consideration and purchase.
The results were staggering: 50% of the combined following saw the stories and posts. Truly unique numbers for this channel. Engagement, a combination of likes, shares and saves, was twice the industry average at 9.5%. And finally, in terms of ROI, we can disclose that a single influencer, in a single day, returned 3X more revenue when compared to costs.
Other benefits to the client were the control of the process end-to-end in vetting influencers, copy and imagery which was then repurposed organically in the brand channels, and native reporting and insights that accurately measured results and ROI.