Nicole
Ulla Popken: Plus size pioneer with top influencer marketing
Ulla Popken has been an established brand in the plus size segment for over 30 years. The brand has made a name for itself by offering timeless elegance and fashionable variety that appeals to women of all sizes. Ulla Popken places great emphasis on creating clothing that is not only fashionable, but also promotes comfort and self-confidence.
As part of its marketing strategy, Ulla Popken is increasingly relying on influencer marketing to spread its message of diversity and inclusion. IROIN® has been part of the team's influencer marketing tools for several years now, becoming an integral part of their work, particularly with its Discovery and Portfolio features. By specifically selecting and approaching influencers who are an authentic fit for the brand, Ulla Popken is able to build strong relationships with its target group. In addition, the brands manage to determine which creators work best for them in the long term.
Through this strategic approach, Ulla Popken proves that style and greatness know no boundaries and that influencer marketing is an effective way to promote a diverse and inclusive fashion world. We'd like to share a few of the best practices here on the blog that we recommend to our clients to help them effectively and efficiently find, analyze and manage influencers.
Questions at the start of every campaign
Choosing the right influencers is the key to a successful influencer marketing campaign. Especially in highly competitive niches within the fashion & fashion industry, where there are often many profiles but only a few perform really well, a strong search is the key to success. The challenges can be briefly summarized as follows:
- Overwhelming choice: Thousands of influencer profiles, but which ones really fit a campaign?
- Authenticity of the target group: Many profiles have an international community, how do I sort out that I only reach a relevant target group straight away? How can I ensure that followers are reached at all or are not bought bots and inactive mass followers? What is a strong engagement rate and how can I calculate the ROI right from the start?
- High time expenditure: How do I create a high quality selection without spending hours on tedious and manual research?
We can say in advance that partners like Ulla Popken can answer many of these questions quickly right from the start thanks to IROIN®. However, even we cannot calculate the ROI or ROAS from the outset. Why is that? Quite simply, influencer marketing can be made incredibly measurable and, if necessary, can also directly allocate sales thanks to discount codes or links. However, a community also behaves slightly differently with each campaign. In addition, other marketing activities can also influence the effect of a creator campaign. It is not possible to make a prediction, even if a long-term view within your own portfolio makes this possible.
3 tips for quick influencer research
Thanks to the IROIN® Influencer Marketing Suite's Discovery feature, searching for suitable influencers is simple, precise and efficient. You can search using hashtags and keywords or look for a lookalike to find a twin to your favorite creator. With the following tips & tricks, you can do this in no time at all:
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Use filters via the target group: IROIN® offers you more than 45 filter options, but the influence of the filters via the target group of the profiles is often underestimated. For campaigns targeting Germany, we recommend filtering for at least 70% Germany. (For Austria and Switzerland, 20% is already a good value). Of course, you can also filter by gender, age or, in the case of Instagram, even by city.- Use filters via the channel: Limit from the start how big a profile should be so that you don't look at very small profiles when you're looking for the big fashion blog - or vice versa. A hot tip: Set the like rate (a type of engagement rate) to at least 5%. This will immediately show you the profiles that are most likely to get their community to interact with them and thus possibly achieve the best results for you. 5% is already a high value. So feel free to set the rate lower if the results are not enough for you - but an ambitious starting point is certainly a good core idea.
- Try lookalikes instead of fixed hashtags: Do you already know an influencer or creator that you particularly like or that has worked well in the past? Then search specifically for profiles that either create similar content or have a similar target group and discover new profiles that you may not have seen before. An absolute game changer for anyone who is stuck with hashtags in their search - because hashtags are becoming less and less important.
Importance of an influencer CRM
After the successful discovery of suitable influencers, the focus is on efficient management and communication. And how can this be achieved across all channels with a small or large team? Exactly, with the IROIN® portfolio!
Don't just keep track of addresses, clothing and shoe sizes in a database, but create your own influencer CRM in the company so that everyone involved always has the latest information and authentic and meaningful relationships can be built with your creators. Studies show that customers trust an influencer in particular when a brand is featured repeatedly over the course of months.
database means that unnecessary errors or missing information can be avoided when making decisions. Customers like Ulla Popken smart who use our feature portfolio thus create unbeatable synergy effects and increase the effectiveness of their influencer marketing, as they can learn and optimize from campaign to campaign not only in the short term, but also in the medium and long term.Bonus hack: Thanks to the integrated messaging, creator letters can be personalized directly in the tool and are therefore immediately accessible to every employee. NDAs and contracts can also be managed centrally with IROIN.
Essential: Measure and optimize campaigns
Measuring success is one of the biggest challenges in influencer marketing. Without precise data and clear key figures, it is difficult for brands to evaluate the ROI (return on investment) of their campaigns. However, this step is crucial in order to prove the added value of influencer marketing and to optimize future campaigns in a targeted manner. This not only applies to the fashion industry, but is the key to success for all sectors!
These challenges can be overcome with IROIN®.
Individual KPI reports: Brands can customize and prioritize the key figures relevant to them, such as engagement rate, reach, impressions, traffic, link clicks or conversions. Custom fields can also be created if a KPI is missing,- Automated data analysis: IROIN® bundles all important data in a clear dashboard - from influencer performance to the impact on sales.
- Simple export options: Reports can be easily exported and used for internal presentations or external partners - quickly, clearly and efficiently. Probably the biggest advantage: entire reports can even be bundled into one presentation without having to invest hours in creating a PowerPoint.
Conclusion:
Ulla Popken impressively demonstrates how brands can use strategic influencer marketing to build a stronger connection with their target group while promoting diversity and inclusion. In this article, we have broken down parts of the recipe for success for you so that you too can become strong influencers and creators in just a few steps. There are many more tips & tricks that can make everyday life in influencer marketing easier, but we will discuss these in other articles in the future.