How are campaign results and ROI measured?

[Dimaeiya333]

Having an ROI-first approach is a strategy that has been greatly accelerated in the market. I have developed a set of internal KPIs to guide both our internal and agency activities so that we can have quantifiable and comparable results. Before, each agency had its own methodology for calculating fees, KPIs and targets. Often, agencies would calculate reach on stories by adding up all the views on each slide. We decided to calculate reach on the first slide only . It took a lot of discussions with agencies as the number of views inevitably decreases, but it has harmonized the methodology for calculating results.

We use Kolsquare to calculate EMV, which is an important KPI in the context of inflation and [increasing influencer costs]. My brands require us to quantify the impact and ROI of what we spend on influence. The challenge is to use KPIs as campaign goals at the beginning and at the end to judge whether it was profitable or not. Engagement rate is also important because it allows us to define the level of prescription of each influencer. It is not so much about reach, because in the end people may see the content but remain passive.

To what extent do KOLs understand business objectives?
They understand this perfectly because, with the maturation of the market, even the youngest KOLs are surrounded by agents, artistic directors, legal advisors. We have ambassadors who are very receptive to this. If we tell them that a concept will not bring enough value, they listen to us. There is also a greater balance; because they are more professional, brands give them more freedom. Whereas in France influence used to be about product placement, the structuring of the market is leading to real creation, staging and quality content . Sometimes I am surprised by the content they create, how they stick to the brief but also incorporate their creative ideas.

Influencers are also more selective in choosing their partners. We noticed that in the initial phase; they ask us a lot of questions about the products, where they come from, the ingredients, the process. They ask about the milk producers and our relationships with them. I think it's very healthy, very positive, because once they say yes, they're completely on board.

What is your approach to different platforms?
Before Covid, the pillars were the Meta platforms: Facebook and Instagr partners email database am. Facebook was the cross-generational platform for various targets and Instagram was a younger, more digital target.

Gen Z has become a target for Babybel – which teenagers consume as a healthy snack – and for Apéricube. Apéricube used to be more family-oriented, but it has a playful identity and positioning around it made Gen Z a strategic target. In this context, we started to diversify the platforms we are on. On Snapchat, we developed Marvel superhero filters for Babybel and we have also developed activations around gaming; we are present on Twitch with Apéricube.

We noticed that there was a huge visual food trend developing on TikTok and we started to see that our brands were there even though we didn’t have any official presence. We realized that we could create experiences on TikTok that we couldn’t do on Instagram or Facebook. To celebrate the 100th anniversary of Laughing Cow, we developed a 360° activation that included a TikTok challenge. It was a success! In total, we had 1.7 billion views.

I would have previously said that TikTok was only for raising awareness, but […] there is much more culinary content than before, so we can work on consideration. Considering that it is a young and very connected target.