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How does Savage X Fenty build brand-affirming partnerships?
When a brand represents fearlessness, confidence, and inclusivity, its influencer campaign needs to do the same. Achieve that at scale, and you have a huge win.
Savage X Fenty first debuted in 2018, and they knew an “influencer-first” strategy was the right fit for its unique brand personality. But it wasn’t until mid-2019 that things really took off.
In this interview, you'll learn:
- How Savage X Fenty optimized influencers, gained access to in-depth, transparent reports and drove dynamic growth by leveraging technology.
- How relationships with partners improved dramatically from reliable payment processing, regular commnications, and flexible contracting.
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When Savage X Fenty first debuted in 2018, they knew an 'influencer-first" strategy was the right fit for its unique brand personality. But it wasn't until mid-2019 that things really took off and they developed a partnership program that let its influencers really shine. Today they partner with ambassadors in all shades, shapes, attitudes, and sizes, celebrating the individuality of content creators like micro-influencer Cristal Hernandez, body-positive Sarah Rae Vargas, and macro-influencer Ivy Powell.
Balancing automation and communication for the perfect fit
Savage X Fenty strategically automates many aspects of its partnerships with the Impact Partnership Cloud so its influencer team can spend maximum time optimizing each relationship in a personal way. For example, they use Impact to analyze the audience of each potential partner, first confirming the creator covers the right geos and demographics, excludes fake followers, and is aligned with the brand’s target personas.
In addition, by analyzing the tactics making its top performers succeed, the team is able to discover other influencers doing similar things. Using a combination of multitouch attribution technology and a checkout survey, Savage X Fenty can closely track campaign-driven incremental sales and full-funnel contributions on a performance basis so each partner can be fairly compensated for the value she produces.
Most important, the team depends on Impact to ensure they pay influencers when and what they are promised, which is a high priority for Savage X Fenty. Unlike an I/O, influencers are human beings, and commissions or contracted payments are their livelihood. Savage X Fenty takes that seriously, using Impact’s partnership automation technology to ensure it can easily and consistently meet all its payment terms on time and according to each contract.