[vc_row css=”.vc_custom_1579561343263{background-color: #ffffff !important;}”][vc_column][vc_single_image image=”4064″ img_size=”medium” alignment=”center” css=”.vc_custom_1579561176880{margin-top: 25px !important;margin-bottom: 25px !important;}”][/vc_column][/vc_row][vc_row css=”.vc_custom_1579561105477{background-image: url(https://beautybusinessjournal.com/wp-content/uploads/2019/12/Front-Row-Adjusted.jpeg?id=4137) !important;}”][vc_column][/vc_column][/vc_row][vc_row css=”.vc_custom_1579559444470{margin-top: 50px !important;margin-right: 100px !important;margin-bottom: 50px !important;margin-left: 100px !important;}”][vc_column width=”1/4″][vc_row_inner][vc_column_inner width=”1/2″][vc_separator color=”custom” border_width=”3″ accent_color=”#3c3d41″][/vc_column_inner][vc_column_inner width=”1/2″][vc_custom_heading text=”A Beauty Business Journal Case Study” font_container=”tag:h3|font_size:12|text_align:left|color:%23000000″ google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal”][/vc_column_inner][/vc_row_inner][vc_custom_heading text=”Beautyworld Middle East: Influencer Marketing” font_container=”tag:h1|font_size:36|text_align:left|color:%23000000″ google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:700%20bold%20regular%3A700%3Anormal”][/vc_column][vc_column width=”3/4″][vc_custom_heading text=”Summary.” font_container=”tag:h2|font_size:18|text_align:left|color:%23000000″ google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:700%20bold%20regular%3A700%3Anormal”][vc_column_text]How Influencer Marketing Helped Drive A 28% Increase In Visitor Numbers

Challenges

In recent years Beautyworld Middle East was noticing a flat-lining of visitor numbers attending the exhibition. The team knew that the traditional tactics employed in the past, such as direct mailing and print advertising, were not creating the same engagement and contributing to the level of awareness that needed to grow the show in the future.

The Beautyworld marketing team had only recently began to promote their event with dedicated social media accounts and paid advertising, and had begun to notice tangible results. To further support their online communications they believed there was an opportunity to engage with social media influencers to promote the exhibition.

The goal was to significantly raise the level of brand awareness for the exhibition, however the major challenge was to source influencers that could allow Beautyworld to access a broad professional audience whilst avoiding the perception that the show was consumer focused.

How Influencer Marketing Helped

Beauty Business Studio’s brief was to contract key influencers with relevant and engaged followers on various social media platforms like Instagram and Snapchat to promote the event.

After eliminating a number of potential influencers, Beauty Business Studio identified two ideal candidates that fit the client’s requirements, Samira Olfat the Max Factor Arabia Brand Ambassador in the UAE and Nilo Haq, Owner and Founder of Saudi Beauty Blog. Both provided access to the professional audience the client requested.

Beauty Business Studio worked in collaboration with the Beautyworld team and influencers to create engaging content that would fit natively within each platform, along with establishing KPI’s for the campaign.

Results, Return On Investment & Future Plans

The campaigns for both influencers began two weeks prior to the event, and included multiple images with text on Twitter, Instagram and Snapchat. Blogs were also created and shared on Nilo Haq’s own blogging site Saudibeautyblog.com, and Samira Olfat created Snapchat stories on-site at Beautyworld Middle East on each day of the show.

With post show analysis complete the client concluded that our program delivered the following –

• Contribution to 28% increase in 2016 visitor numbers

• Combined social reach of 844,572 audience

• Average 3.3% engagement rate across social platforms

• 3.11 minutes reading content hosted on the influencers personal blog[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”https://www.youtube.com/watch?v=Pg_tUL4rNGM&feature=emb_title” el_width=”70″ align=”center”][vc_row_inner css=”.vc_custom_1581860645397{margin-right: 200px !important;margin-left: 200px !important;}”][vc_column_inner width=”1/2″][vc_single_image image=”4822″ img_size=”500×400″ alignment=”center”][/vc_column_inner][vc_column_inner width=”1/2″][vc_single_image image=”4823″ img_size=”500×400″ alignment=”center”][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row]

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