Putting CIS to the testPutting CIS to the test, U.S. Polo Assn., the official clothing line of the U.S. Polo Association that oversees the sport, utilised HelloSociety’s influencer measurement CIS tool. By utilising the tool, U.S. Polo Assn. lifted brand recall by 95% with a social influencer campaign. A follow-up consumer survey by HelloSociety found that 88% of respondents said that influencer partnerships make them more aligned with the brand. According to HelloSociety, the follow-up also found that 71% of participants intended to take one or more actions after seeing an influencer partnership, 35% intended to visit the brand website, and 56% to buy in the future. The company said that its study of U.S. Polo Assn.’s campaign drove a four times higher response rate compared with traditional research methods. These results reflect the power influencers have to cut through the noise and positively impact consumer purchasing behaviour. “The industry has been talking about solutions to issues surrounding the measurement of influencer marketing campaigns for years, and the launch of the Campaign Impact Study is the first direct methodology that allows brands authentic access to the loyal group of consumers that make up an influencer’s following,” said Pamela Kaupinen, SVP strategy at HelloSociety.
Over the course of the year, the agency plans on running campaigns that implement its methodology with over 10 brands.