In December, L’Oréal Canada announced its partnership with dubdub, a Toronto-based tech company in the mobile space, with the goal of enhancing and accelerating its influencer marketing programs.
Influencer marketing is a form of marketing where everyday people and celebrities share sponsored content through their social media platforms. Influencer marketing has proven to be an excellent fit for beauty brands given the demographics and overall nature of visually-driven channels like Instagram. However, one of the issues that’s always plagued influencer marketing is its lack of concrete measurements, particularly key metrics like ROI.
In order to capture and analyze such metrics, dubdub developed dubcandy, a new video application, available on both iOS and Android, that links shoppable video content to retailer websites for direct sales for the very first time. The ability to measure and attribute sales to specific influencer content is a unique benefit in terms of ROI. Forward-thinking brands like L’Oreal are realizing the potential in unleashing the distributed nature of influencers—both established influencers and the growing volume of micro-influencers—who are passionate about their brands and products.
In a joint press release with the two companies, L’Oreal Canada Vice President and Chief Marketing Officer Stephane Berube said e-commerce acceleration is part of L’Oreal Canada’s growth strategy. The release also shared that the dubcandy application is already converting content into sales and impacting influencer partnerships in part by providing a new compensation model for influencer campaigns.
With shoppable videos, L’Oreal Canada’s strategy might not only boost e-commerce, but also assist with identifying which influencers are translating into direct sales as the dubcandy dashboard purportedly tracks ROI performance for video.
Today, the power and importance of influencers is growing rapidly, particularly as advertising legislation and ad-blocking technologies are negatively impacting traditional channels. Data-driven campaigns have become the new norm, and now both influencers and brands are demanding a way to calculate and track the ROI of their video content. Through dubcandy’s dashboard, influencers and brands can monitor metrics and assess the success of a campaign.
According to a recent Retail Dive article, “Other platforms like Instagram have also recently made pushes into shoppable branded posts with retailers including Kate Spade and Warby Parker, though that feature is still in a test phase. Whether consumers will try out dubcandy, which is a comparatively small app, remains to be seen.”
PDI works with L’Oreal North America on a regular basis to design and manufacture eye-catching innovative retail displays.