In the era of social media, metrics aren’t just numbers anymore. The modern metrics encompass engagement, authenticity, and credibility. Incorporating the concept of “social metrics gamified”, we dive into the intricacies of selecting the right brand ambassadors and influencers to ensure a genuine connection between the brand and its target audience.
1. The Influence of Social Metrics on Branding: A Case Study
Estee Lauder Cosmetics and Estee Edit: The Strategy Behind the Scenes
In recent times, Estee Lauder Cosmetics ambitiously launched ‘Estee Edit’. Positioned for millennials and housed primarily in Sephora stores and the parent company website, it aimed to make waves in the beauty industry. With projected sales figures soaring to $60 million in a year, and with strong pillars such as digital investment, beauty management expertise, and eminent faces behind the campaign, it was poised to be a major success. The brand took a bold move by collaborating with Kendall Jenner, a widely followed influencer, and Irene Kim, a prominent beauty blogger. Both were expected to push the boundaries of social metrics gamified.
Unveiling the Mystery: Where Did It Go Wrong?
A year into the launch, Estee Edit announced its exit from the beauty landscape. The key questions that arise are: What was the misstep? Was it the product formulation, the brand image, or perhaps the Jenner factor?
If we zero down on Jenner, it’s more about her minimal involvement rather than any negative influence. It’s not so much that Jenner isn’t influential. With her expansive Instagram following, she undeniably is. The missing link was the authenticity factor. Jenner’s followers are well-aware of her makeup choices. Unlike her sisters, Kylie, known for her signature matte lips, and Kim, popular for her flawless contouring, Kendall has a more understated approach to makeup. Thus, her minimal mentions of the Estee Edit collection fell on skeptical ears. They lacked the authentic touch. Her audience simply did not buy into the genuine love for the brand. Here, the social metrics gamified approach, which could have acted as a bridge, fell short.
2. The Pillars of Influential Branding: Credibility and Authenticity
When we talk about social metrics gamified, the game isn’t about numbers but genuine engagement. The alignment of an influencer’s personal brand with the product they endorse is paramount.
Genuine Love vs. Forced Partnerships
The most impactful brand ambassadorships are those that emanate from genuine love for the brand. When influencers have a track record of using, loving, and organically posting about a product, it lends an air of credibility. This organic relationship transforms social metrics into a gamified experience, where both the brand and the influencer enjoy a symbiotic relationship, leading to enhanced loyalty from followers.
3. The Double-Edged Sword: The Power and Pitfalls of Influencer Marketing
Influencers have the potential to elevate a brand, but if not chosen wisely, they can inadvertently dilute the brand image. The world of “social metrics gamified” offers an array of tools and strategies. However, the crux remains authenticity.
Choose Wisely: The Mantra for Brands
In an era where every click, like, and share counts, brands need to ensure that their partnerships resonate authenticity. When influencers truly connect with a product, their endorsements transform into genuine recommendations, creating a ripple effect in the vast sea of social media.
4. Final Thoughts
The Estee Edit case underscores the need for brands to be strategic, authentic, and aware. In the gamified world of social metrics, authenticity reigns supreme. It’s not just about big names but the right names. In this ever-evolving landscape, brands must ensure they’re not just playing the game, but mastering it.
@Pink_geek
Content strategist for Brand Ambassador App.
