SCALING INFLUENCER MARKETING TROUGH INTERNATIONAL EXPANSION
In a strategic move to expand internationally, three distinct brands - femtasy, foodspring, and asambeauty - leveraged influencer marketing to penetrate the French and Belgian markets. This case study highlights the challenges and successes of adapting performance-driven influencer marketing strategies for both startups and established companies. By conducting comprehensive market research, implementing data-driven campaigns, and fostering cross-channel collaboration, the strategy achieved remarkable results. Within two years, the influencer marketing efforts generated 80% of the revenue of the primary market, with a single-person team, while maintaining a healthy return on ad spend (ROAS). The approach not only drove significant conversions but also established strong brand communities, demonstrating the power of tailored influencer strategies in new market entry and growth.
Clients: FEMTASY - European leader of audio-erotica for women, FOODSPRING - European leader of premium fitness nutrition & ASAMBEAUTY - German Beauty leader
Role: Influencer Marketing Strategist for French & Belgian Markets
Approach
1.Conducted comprehensive influencer market research to strategically position brands at each stage of market launch and growth
2. Implemented performance-driven influencer marketing and community building strategies
3. Analyzed cross-channel influence to optimize conversions and maximize high-reach campaigns
4. Collaborated with brand and paid media teams for integrated campaigns, events, and PR initiatives
5. Worked closely with in-house data analysts to develop dashboards for measuring experiment impact
Challenges
1. Adapted performance-driven influencer marketing strategies for both startups and established brands
2. Built brand authority while maintaining strong performance metrics
3. Balanced experimentation with positive ROAS maintenance
4. Navigated differences in strategy between startups and large companies
Outcomes
Generated monthly revenue at 80% of the DACH primary market with a single-person team (femtasy)
Achieved 20% of influencer marketing channel revenue compared to the 60-year-old DACH market
Boosted growth with efficient experimentation while maintaining healthy ROAS within 3 months of launch
Reached a 6-figure yearly channel budget, increasing 3x year-over-year
Drove 77% of total marketing conversions with a 30% conversion rate, 5x higher than other marketing channels
Feedback
Having kick-started and grown mature and stable markets twice has given me a 360° understanding of influencer marketing's potential for community building and generating solid sales with competitive ROAS quickly after launch. Launching markets for both a startup and a large company has shown me the intricate differences in strategy and the threat of influencer brand syndrome. It also highlighted the stronger sensitivity of startup audiences to brand spamming and the importance of cultivating omnichannel strategy and brand authority and legitimacy.
