Intelligence Powers Valassis Influencer Marketing, Proven Solution Sets New Industry Performance Metrics
Valassis, a Vericast business and the leader in marketing technology and consumer engagement, is defining and creating industry benchmarks with its newly introduced influencer marketing solution. Valassis influencer marketing programs drove a 64% higher engagement rate for awareness campaigns and 110% higher click-through rate for traffic campaigns based on 32 consumer packaged goods brands testing nearly 3,000 pieces of content.
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“Uplevel the Reach and Power of Your Influencer Marketing.”
“Consumers want to interact with brands in a more experiential way, relying in part, on influencers for brand discovery and digital storytelling,” said Sinead Norenius-Raniere, vice president of influencer marketing and paid social at Valassis. “Effective influencer marketing is both an art and a science, strategically identifying the right influencers, message and channels to reach a receptive audience, and ultimately, inspire purchase decisions. At Valassis, we are able to buy and serve media programmatically via our influencers’ handles, providing brands incredible efficiencies and maximizing their investments. We are also setting new industry benchmarks for influencer media due to our approach and optimization practices.”
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Consumers rely on influencers to vet products and make purchase decisions. A recent Valassis survey of 1,000 U.S. consumers found that 51% have purchased a product or service after seeing it used or promoted by an influencer in the past two years. In addition to influencing purchases, 40% of consumers are more likely to trust a brand that features an influencer they know.
Using the power of Illumis™, Valassis Influencer Marketing goes beyond organic reach to engage consumers through programmatic paid social ads. Successfully scaling its solution beyond social media in multichannel campaigns, Valassis identifies the channels a brand’s target audience prefers and adapts the influencer content. Marketers are then able to rapidly test vast amounts of content in real time to best determine what will deliver the highest response.
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