Instagram Influencer Marketing Case: Why Royal Elastics’s Sales Are Booming?

Avid Instagram users in the U.S and other parts of North America who follow urban fashion and culture trends may have noticed some of their favorite Instagram celebrities donning trendy sneakers from a seemingly new brand - Royal Elastics. With certain celebrities even going as far as recommending some of these products to their loyal audience, and while it may not seem intriguing, impressive things are happening behind the scenes.

The sneaker brand Royal Elastics in question adopts Instagram influencer marketing to create awareness and drive sales in epic proportions. Therefore, other eCommerce brands need to take a step back to investigate the secret behind this fast-growing brand in order to tap into this strategy.

Royal Elastics: A Veteran Sneaker Brand

Contrary to popular opinion, Royal Elastics is not a newcomer in the fashion space and has been around the sneaker segment for close to 25 years. Founded in Sydney, Australia, way back in 1996, Royal Elastics sets out to change the sneaker industry with casual and urban sneaker designs and products.

Over time, Royal Elastics has managed to navigate fashion trends while staying true to its core attributes, settling and establishing a strong presence in parts of Asia. However, in 2015, Royal Elastics went through a rebirth, carrying out rebranding and adopting online shopping as a means to garner additional market share in other regions, especially North America.

Instagram Influencer Marketing Case Study: Royal Elastics

As part of Royal Elastics’s attempt to penetrate the North American market, the company joined AllValue’s North American influencer distribution plan. And within a short time, they were able to draw in significant traffic and sales. A microscopic view on how that happened shows they did the following:

1. Choosing the Right Platform: Of the plethora of social media platforms (Facebook, Twitter, TikTok, etc.) available for promotion, Instagram is unilaterally adopted as the preferred platform to run influencer campaigns due to its rich active user base and visual nature.

• Match Products with KOLs: Royal Elastics’s influencer marketing strategy went beyond selecting Instagram influencers with large followership. They narrowed in and selected key opinion leaders (KOLs) who had the relevant knowledge and expertise with these sorts of products to offer real value to their various audiences.

• Filtrate the KOLs with Audience Region: A vital aspect of the strategy is to ensure that during the market research, these KOLs were selected from the corresponding region as those of the target audience. The idea behind this was to boost engagement and spur actions on the part of potential consumers.

• Offer Affiliate Products: Royal Elastics furnished selected influencers with two pairs of sneakers that could be returned or exchanged to encourage enthusiasm. At the same time, this action enables the influencer to deliver first-hand information about the products to their followers.

• Tracking the Result: Perhaps the most crucial strategy is using trackable promotion links to monitor sales, track relevant promotion conversions, etc., in order to come up with refined marketing strategies that enable Royal Elastics to achieve its marketing goals.

The Role of Key Opinion Leaders

As we previously mentioned, KOLs offer more value to a brand’s marketing campaign than the average influencer. But let us observe the role they play in Instagram influencer marketing:

1. Maximize Brand Exposure: Key Opinion Leaders combine their influences and expertise through content to influence the purchase decision of audiences who may already be interested in similar products rather than with the general public, as is the case with traditional forms of advertising. Doing this goes a long way in maximizing exposure and reducing ad spending.

• Improve Sales Conversion: The logic behind the previous point also applies here. Brands can direct content from KOLs to focus on sales as against other forms of conversion.

• Pursue Private Domain Traffic: It is also quite common for eCommerce brands to take advantage of all engagement and traffic generated by KOLs and redirect them to their own private channels in a bid to nurture key opinion consumers (KOCs) and loyal customers.

Effects of Instagram Influencer Marketing on Royal Elastics

The outcome of Instagram influencer marketing on the brand does not revolve around booming sales alone. The campaign also led to an increase in brand awareness and followership, greater product engagement, and an explosion of traffic to its private channels. Royal Elastics Instagram influencer campaign even went beyond its original target area to bring in consumers from other parts of the world.

Tips for Successful Instagram Influencer Marketing

After carrying out a detailed analysis of Royal Elastics’s Instagram influencer marketing campaign, brands can adopt the following pointers to run a successful campaign for themselves.

1. Develop a Target-oriented Strategy: Instead of aiming at wide demography, a good Instagram influencer marketing strategy should aim at a specific audience who can resonate with the brand; this goes a long way in maximizing brand exposure and developing a loyal consumer base.

• Consider the Region of KOLs’ Audience: As we mentioned earlier in the case of Royal Elastics, the brand’s target audience and opinion leaders should have regional similarities, that way, there are no communication gaps that could affect the potency of the content being dished out.

• Supervise the Marketing Content: It is not enough to gather influencers to start churning out promotional content in the hopes of improving conversions. Brands must also ensure that the content going into the public space meets the desired quality requirement and aligns with their self-image.

• Track the Result: Success in influencer marketing requires every marketing campaign result to be monitored for performance, engagement, reach, and even conversions. Results, based on performance, may often require tactical adjustments to improve subsequent outcomes.

Conclusion

Royal Elastics has proved that eCommerce brands do not require excessive budgets to conduct marketing campaigns that still bring excellent conversions. And that social media platforms like Instagram are perfect launching pads for running influencer marketing campaigns.

But it is not all about smooth sailing. A lot of work and research goes into developing strategies that make these Instagram influencer marketing campaigns successful, which is why companies like AllValue are there to make the entire campaign process as smooth as possible.

AllValue is a software-as-a-service builder providing eCommerce brands with all the requisite tools and services required to scale. Brands can either take advantage of AllValue’s robust online website builder or follow the footsteps of Royal Elastics by joining AllValue influencer programs primed at improving conversions and enabling brands to fulfill their goals.

For more information, visit AllValue today to get started with your 15-day free trial!