Chevrolet’s project, which has so far won two Effies in Mexico, has used data analytics to boost sales of its cars
For this, he identified the most popular car among consumers and decided to promote it on high traffic channels.
This included both physical businesses and targeted social media ads, maximizing the possibility of making a sale.
There are only a few hours until the final session of the Effie Awards begins in Mexico, where (in addition to the missing categories) the 2020 Grand Effie will be announced, but at the start of the ceremony it is worth watching the one of the big winners of the evening. In recent days, the Invisible Influencers for Chevrolet campaign has already won two of the awards. The Bronze Effie in Data Driven and the Gold Effie for small budgets.
Not for less, given the results of the McCann Worldgroup and Commonwealth campaign. This initiative, so far rewarded twice at Effie 2020, has led to an increase in sales of more than 200% with a quarter of the average budget in the media. This goal was achieved through the combination of several elements, including the use of data analytics and hyper-segmentation of audiences on digital and physical channels.
However, this already two Effie laureates also relied on an interesting concept: influencer marketing. Not the use of opinion leaders in social networks to give messages to the public or to create closer links with consumers. Instead, use micro-influencers, especially other consumers who are satisfied with the brand’s service, to support marketing. A concept which is not new, but which was perfectly executed in the project.
Influencer Marketing Isn’t Dead, And This Effie Winner Is Proof Of It
Chevrolet’s remarkable results in Mexico with this campaign are relevant now that there is more and more criticism of influencer marketing. Unlike this Effie winner, several companies did not have the expected results in this type of strategy. Agents like SSML collect countless instances where the strategy has even led to criticism and anger from consumers. Of course, most initiatives use social media leaders.
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However, there have also been some bitter results with the use of micro-influencers. In Mediakix data, these influencing strategies not only turned out to lack the reach and impact of their more traditional counterparts. There is an even greater risk that the engagement rate will be wrong or that the results will not be commensurate with hiring a more influential (and more expensive) character. In this context, what does the case of this double Effie winner teach?
Basically, this influencer marketing isn’t necessarily dead, nor a strategy that fundamentally doesn’t work. To find the best results, it is crucial to apply a data-driven strategy, as this two-time Effie winner in Mexico did. And that’s not even a new thought. For years, agents like the SmartData Collective have suggested that big data processes are crucial in bringing more value to these projects.
Overview of influencer marketing
Once again, this double winner of the Effie Awards in Mexico is a relevant case as little by little the animosity against influencer marketing seems to have increased. A few weeks ago, a new report indicated that this business strategy would die by 2023. This, because it is expected that in the coming months it will lose its relevance in the market until it is it disappears. This, within the framework of a natural evolution towards social issues.
Likewise, we have seen how various agencies try to completely eliminate the human factor from influencer marketing. Last June, the first all-virtual Mexican-born social media influencer leader was featured. The character, Mar.ia, is crafted in such a way that (like Lil ‘Miquela) she becomes a much safer spokesperson for brands than “real” individuals. A proposal that perhaps, in the future, will even be recognized with an Effie.
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