Digital Marketing: Influencer Campaigns
An influencer campaign only works when brand, creator and audience genuinely fit together. We manage the entire campaign process: from data-driven creator selection through briefing and content approval to performance measurement. Genuine authenticity comes first – not follower counts on paper.
Challenges you'll recognise
- You have invested in influencer collaborations but cannot demonstrate whether they were financially worthwhile.
- Briefed creators produce content that does not fit the brand because the brief was too open or too restrictive.
- Finding suitable creators takes disproportionately long because there is no structured selection process.
Creator Selection and Analysis
We analyse potential creators by engagement rate, audience overlap, content quality and previous collaborations – not follower numbers alone. Nano- and micro-influencers often achieve higher engagement rates and are a better fit for specific niche products.
Briefing and Coordination
A precise briefing is the difference between brand-aligned content and creative outliers. We write briefs that communicate mandatory content, tone of voice and dos and don'ts clearly, without restricting the creative freedom that genuine authenticity requires.
Content Approval and Compliance
All content is reviewed for brand conformity and submitted for approval before publication. We also ensure all paid collaborations are correctly labelled as advertising – in line with relevant advertising standards and legal requirements.
Performance Measurement and Attribution
We measure influencer campaigns against concrete KPIs: reach, engagement rate, traffic via UTM links and – where possible – direct conversions via creator-specific promo codes. This makes every creator's contribution to the overall result visible and comparable.
Good to know
Engagement beats reach
A creator with 20,000 highly engaged followers in your target group is more valuable for most brands than one with 500,000 passive fans. Engagement rate and audience overlap are more important selection criteria than raw follower numbers.
Brief determines output
A brief that is too tight produces unnaturally polished, over-produced content. A brief that is too loose produces off-brand content. The right balance – clear core message, open execution – is essential for content that feels authentic.
Attribution is difficult but possible
Influencer campaigns have attribution gaps because not every purchase can be traced back to a link or code. UTM links, creator codes and uplift analysis help estimate the real contribution – without pretending to a precision that does not exist.
Frequently asked questions
How is the success of an influencer campaign measured?
Does influencer marketing work in B2B?
Do influencer posts really need to be labelled as advertising?
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