I am thrilled to feature Gabby Cummings, Senior Marketing Manager at YSE Beauty, a new beauty brand from Molly Sims.
In this post, Gabby shares her tips from best practices for developing authentic relationships with influencers, why she is focusing more on micro influencers, and how to time your outreach to partners ahead of campaigns.
Tell us a little bit about yourself! How did you start working in influencer marketing?
Hi! I’m Gabby Cummings - I’m the Senior Marketing Manager at YSE Beauty, a new beauty brand from Molly Sims, focusing on influencers, partnerships and events. I sort of fell into influencer marketing - it wasn’t something I initially set out to do, but when I started working in marketing I found that I loved and valued relationships. I really believe that 1+1=3 when it comes to strategic partnerships and influencers are a big piece of that. I’ve loved building personal relationships with a lot of the influencers I work with and have grown with them through different roles and different companies.
I really believe that 1+1=3 when it comes to strategic partnerships and influencers are a big piece of that.
What are some best practices for involving influencers in campaigns?
I’m really starting to focus more and more on the micros. I think during a time like Black Friday when there is so much noise it’s hard to stand out, which is why working with micros who have such loyalists in terms of following is a way to stand out. Trying secure partnerships with macros and even mid-tier influencers who have big paid partnerships with brands like Amazon, Nordstrom etc. makes it challenging because you get lost, but if you can align yourself with the powerful micros in the communities and networks that align with your brand, you can stand out.
What company do you think does an especially effective job of involving influencers in their campaigns?
As someone who comes from an apparel background I am always looking at apparel brands first. I think Jenni Kayne has really done a best-in-class job at building their affiliate program. Their ambassadors push their products in a really organic way and offer a 15% off discount to their communities year-round. They also use this creative in their Meta ads which really makes these ambassadors front and center. There are certain influencers I sort of think as synonymous with Jenni Kayne which is super powerful.
How far in advance should brands reach out to influencers to get them involved in campaigns?
Honestly, I don’t think it’s ever too soon. Influencer marketing is all about building relationships and I think the best partnerships come from the relationships you foster organically first. For example, If you already have influencers identified that you would like to engage with for Black Friday, reach out now and build the connection. If you have an organic gifting budget, offer to send them your product or service - get them to fall in love with your brand first so when you reach out about pay to play or affiliate campaigns you have a genuine relationship. I would say with Black Friday and Christmas Morning moving up sooner and sooner, early September is probably a good time to kick-off any dedicated campaign convos.
Any trends you’re seeing as it relates to influencers and their involvement in campaigns that you think are relevant to mention?
Commission. ShopMy is really changing the game here. With other channels like Meta not performing like they once did, ShopMy is really changing the game for affiliate marketing. It gives brands the opportunity to connect with influencers already talking about them organically. It also allows influencers to grow and build a meaningful business on their side. Both the brands and the influencers are able to get insight into how they are performing for a brand, what their sales look like etc. I’m a big believer in if an influencer is performing, give them more skin in the game. The more commission they are offered the more they are going to pump your product or service which is a win/win.
Thank you, Gabby! I hope you find Gabby's tips helpful as you plan your marketing campaigns.
To follow along with all campaign planning tips be sure to bookmark this page which will be regularly updated with campaign planning tips from industry experts.
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