Amazon has launched a new initiative that aims to entice more social influencers to plug for sales on its platform. Similar to the existing Amazon Affiliate program, which allows anyone to sign up to create links and shopping ads for their own website or blog to get a referral cut of the sales, this new Amazon Influencer Program exclusively offers social influencers a chance to curate product collections on Amazon.com and generate income through affiliate sales. This makes for a more browseable shopping experience and let the influencers recommend a set of products to their fans at once.
What Brands Need To Do
With Amazon dominating online sales in the US, some brands and manufacturers have forgone e-commerce on their sites entirely, opting instead for sales and fulfillment operations managed by Amazon. This new program enables the ecommerce giant to leverage social influencers’ popularity to facilitate product discovery.
At a time when influencer marketing is becoming an essential business strategy for many marketers to reach new audiences and raise brand awareness, this is undoubtedly a smart move for Amazon to stay competitive in the ecommerce arena. More brands, especially fashion and CPG brands, should consider similar initiatives so as to leverage the personalized and authentic content created by influencers to garner social buzz and encourage customer loyalty.
Aiming to accelerate its ecommerce growth and enhance its influencer marketing program, L’Oréal Canada is teaming up with Toronto-based mobile tech firm dubdub to leverage its “dubcandy” app to convert viewers and boost online sales. The app supports shoppable video content that can link out to retailer websites, and L’Oréal is looking to use it to set up a new compensation model for influencer campaigns based on conversions.
What Brands Should Do
WIth the recent explosion of makeup tutorial videos and online influencers, many beauty brands are figuring out the best way to integrate influencer marketing into their existing content strategies. This move by L’Oréal suggests that one way to do so may be combining it with shoppable content. Not only does it allows L’Oréal to monetize video content across their influencer network, it also provides a quantitative way to measure the performance of their influencer content.
How We Can Help
The Lab has extensive experience working with beauty and CPG clients to create and implement retail experiences that utilize social and influencer content. The recently-opened NYX Cosmetics store at Union Square, featuring a “Colorcast” digital sculpture that displays NYX’s social content in fascinating, color-coordinated combinations, is a proud showcase of our team’s work in this space and elevated NYX as one of the most innovative digital beauty brands of 2016 named by WWD. If you’d like to learn more about how your brand can develop an updated retail strategy and implement digital-driven solutions to modernize your retail experience, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.
For its upcoming “Friendsgiving” holiday campaign, IKEA is working with Uber and social influencers to deliver free meal-planning kits to lucky customers. For a limited time on Nov. 19, Uber users in NYC will get the opportunity to have one of 200 free IKEA Friendsgiving kits delivered to them. To push this campaign, IKEA is also working with influencers Katie Quinn and Jordan Ferney to created branded content about how to prepare a meal using the kit for IKEA’s owned channels.
What Brands Should Do
This is not the first time a brand has leveraged Uber’s booming popularity and logistical prowess to reach customers who are increasingly shunning away from traditional advertising. Walmart recently partnered with Uber to test on-demand delivery service, and Warner Bros. launched Mad Max-themed free Uber rides to promote the movie. As Uber repeatedly shows its willingness to work with brands, more brands should take advantage of the brand-friendly features and APIs it has to connect with customers on mobile.