We chatted with one of the featured influencer measurement firms to find out how you can demonstrate the effectiveness of your influencer campaigns.
Who is Group RFZ?Group RFZ is a global digital measurement firm that helps clients understand and demonstrate the impact of their influencer marketing programs.
What problem(s) are you solving for your clients today?We are helping clients fill the measurement gap that exists today in the influencer marketing space. Reach and engagement metrics simply aren’t enough. With the increased investment in influencer marketing, brands need to know if their programs achieved their specific goals and have quantifiable answers. Did their efforts raise awareness, shift perceptions, increase purchase intent? Our solution ensures our clients know exactly how their influencer programs resonated, and the effect they had on how people think and feel about their brand and products.
Can you explain a little more about how it works?Group RFZ uses a unique brand lift research methodology optimised for measuring influencer marketing. We utilise a control/exposed research approach where two groups participate in a custom online survey – individuals connected to the influencer and a “look alike” or control group. The results of the two groups are then analysed to provide clients with the impact of their program, such as a 15% lift in awareness and a 12% lift in purchase intent.
What makes you stand out from the crowd?Other measurement solutions either utilise passive metrics or rely on insights from a curated audience that has no connection to the influencer. We conduct research with individuals who are aware of and connected to your influencer(s) and compare their survey responses to a custom control group. This method enables our clients to see the precise lift their programs had on their specific KPI’s based on responses from their true audience.
In what situations would someone utilise your services?Our clients call us when they need to understand how their influencer investments are making a difference. Often we are measuring the holistic impact of a campaign, but we also go deeper and measure performance by influencer, audience segment, creative type, and paid versus organic. More and more we are helping clients track programs over time and providing them with insights so they can optimise month over month or quarter over quarter.
What do you measure?Our measurements are always custom-built based on the specific objectives of each program. Typically, we are providing metrics that demonstrate how the influencer program made people think, feel, and their intent going forward. This often includes metrics around awareness, favorability, custom brand attributes – such as trust, innovative company, and modern brand – perception, emotional impact, relevance, place in the consideration set, purchase intent, and more.
Tell us some of the clients you have worked with:We have worked with brands in a variety of verticals as well as with PR firms, influencer platforms/agencies, and more traditional advertising and digital agencies. Some of these include Kellogg’s, Colgate-Palmolive, Travelers Insurance, Johnson & Johnson, Weber Shandwick, Mavrck, Relatable, inzpire.me, Shein, and Capital One
Which social channels do you specialise in?Instagram, Facebook, and Twitter primarily. However, we can utilise different approaches to measure programs across the social landscape, from YouTube to TikTok to Twitch.
How can our readers get started?A short conversation is always the best first step. Just give us a call or send us an email and we can schedule a time to talk through your needs and objectives.