WHAT BRANDS NEED TO KNOW:

Measuring ROI on Influencer Marketing

Read this guide to learn how Mavrck powers social proof at scale, the influencer
measurement framework and how to maximize your ROI, five steps to creating an
outcome-based measurement program, as well as some brand examples revolving around
sales lift, brand lift, and channel lift.

WHAT IS SOCIAL PROOF?

What consumers say online is more trustworthy than what brands say to consumers. We call this Social Proof.
Consumers want to see social proof from other consumers before they buy a brand’s product or service, whether
they’re seeing it through blog posts, Instagram content, ratings and reviews, TikTok videos, referrals and affiliate
links, Pinterest content, or any other social network or channel.

Brand marketers can leverage influencers and creators throughout all steps in the marketing process - from
research and insights to campaign ideation to media and distribution - as well as throughout the customer
journey to more successfully establish trust and transparency among consumers. Marketers are able to create
social proof to influence multiple touchpoints and accelerate the customer journey and build that trust along
the way.

Marketers are activating consumers across the full spectrum of influence - from loyalists to referrers to advocates
all the way to micro-influencers and macro-influencers. Micro-influencers are the triple threat of the spectrum
because they can deliver all three types of content (create, refer, reviews & research) with the most trust,
authenticity and cost effectiveness.

Survey Referral
Responses Links

Customer
Photo Marketing Blog
Experience Content
Content Team Disciplines
Journey

Video Ratings &

Content Reviews
 The Influencer Marketing Measurement Framework
Most marketing measurement models in practice today are not designed to keep pace with the speed of
consumers’ path-to-purchase. By using an integrated influencer measurement framework, brand marketers
are able to maximize their ROI by increasing their return and reducing their investment.

Brand
Lift
Sales Channel
Lift Lift

ROI
Measures
Software Time
Savings Savings

Content Media
Savings Savings

INCREASE RETURN:
● Online Sales Lift: Measured via cookie-powered conversion tags, UTM links, app install links, tracking pixels,
affiliate links, or digital promo codes.
● Offline Sales Lift: Determined via a study by a third-party that has access to shopper data or coupon redemption
data and compares results between an exposed cohort and a control group.
● Brand Lift: Determined via survey polling of an exposed cohort and control group with 3-4 questions to collect
responses around recall, NPS, sentiment, favorability, and intent.
● Channel Lift: Increase conversion rates on owned e-commerce sites, third-party retailers or other digital
experiences 30-50% when influencer images, videos, ratings and reviews are repurposed or syndicated.

REDUCE INVESTMENT:
● Time Savings: Make more efficient use of incentives compared to other influencer agencies or platforms and
produce quality content more efficiently than in-house or agency teams.
● Content Savings: With your own community of influencers, you can generate content for less cost compared to
creating your own library of branded marketing assets, which you can use and repurpose in campaigns.
● Media Savings: Generate content assets - images, videos, etc. - in more cost effective ways compared to your
agency or in-house teams.
● Software Savings: Having a suite of core capabilities available enables marketers to save costs by replacing point
solutions, as well as a centralized location to manage and unify consumer data.
 5 STEPS
To Help You Create An Outcome-Based Measurement Program
Now that we’ve covered the influencer measurement framework, you can follow the below steps to help
you successfully achieve your primary objective(s).

1) DEFINE OBJECTIVES:

First, determine what brand or business

objective(s) you need your brand ambassador
program to contribute to, and then define the KPI
goals for how you will get there. A few outcomes to
consider:

1. Drive Sales (KPI Goal: X% lift in online or

offline sales)
2. Drive Brand Lift (KPI Goal: X% lift in brand
favorability/affinity)
3. Drive Brand Awareness (KPI Goal: X% lift in
unaided awareness among target consumer)

2) BUILD THE STRATEGY: 4) MEASURE & REPORT:

Work Backwards from the Objective: Determine ● Establish Benchmarks: Use industry & platform
the following based off your main business benchmarks as well as internal reporting
objective. benchmarks to gauge ongoing performance.
● Keep it Simple: Don’t overcomplicate the report.
1. KPIs & measurement plan Make it simple. An executive should be able to
2. Content use case understand it “at a glance.”
3. Incentive offers ● Determine Reporting Cadence: Determine
4. Influencer tiers & personas when you’ll give reports to various internal
5. Messaging, influencer brief teams, ie internal department (to learn and
6. Calls to action optimize) vs senior leadership (to report
success).

3) INVOLVE YOUR INFLUENCERS: 5) LEARN & OPTIMIZE:

Meet with your team weekly or at least twice a month
Brief ambassadors on your business objectives. to review influencer performance and determine
Write a brief that shows how their role, content & ways to optimize the campaign, adjust what may not
messaging ladders into your brand and business be working well or double down on what is working.
objectives. The more involved and included in your Review the following:
brand’s success they feel, the more a true ongoing 1. KPI Performance
partnership and ambassadorship starts to form. 2. Metrics & Content from each Influencer
3. Questions or concerns influencers may have had
4. Consumer reactions or comments
 CASE STUDY:
How Kraft’s Influencer Marketing Program Drove a
Double-Digit Lift in Favorability and Intent

THE CHALLENGE:
Kraft Heinz was limited in its ability to measure the impact its influencer campaigns were having on the following top-funnel
metrics: recall, brand favorability, and intent to purchase. Specifically, the Kraft brand wanted to measure and understand how
exposure to its #LoveforKraft Instagram campaign impacted perception of the Kraft brand and examined the impact of the
Instagram posts on brand awareness, purchase intent and favorability.

THE IDEA:
To increase brand awareness,
favorability, and intent, the Kraft
Brand Team wanted to leverage
influencers’ authentic love,
experiences, and passion for the
brand to highlight its core brand
attributes. Influencers communicated
how Kraft products take pressure off
parents, provide moments of relief,
and make parenting more joyful. To
measure how the #LoveForKraft
campaign would help to increase
top-of-mind awareness, purchase
Results from 5 #LoveForKraft influencer Instagram posts with 173 consumers exposed to them:: intent, and favorability, Kraft and
Mavrck conducted a brand lift study
+15 pt +27 pt +40 pt +18 pt +15 pt with Group RFZ that compared those
Lift in overall Lift in brand Lift in brand Lift in purchase intent Lift in purchase exposed to influencers’ #LoveForKraft
brand favorability among favorability among among people intent of
favorability people without children non-Kraft users without children* non-Kraft users* content on Instagram with an
unexposed control group.

THE ACTIVATION:
Kraft executed a tiered influencer campaign strategy to identify the top influencers for the Kraft Brand family. Kraft first recruited
micro- and macro- influencers who are parents to showcase Kraft products and recipes on Instagram. Next, Kraft worked with
Mavrck to identify the top performers across these campaigns based on content quality and adherence to brand standards. Kraft
then invited them to apply to the #LoveforKraft ambassador program for the Kraft Brand family.

Accepted micro- and macro-influencer ambassadors were then instructed to purchase their favorite Kraft products (e.g. Kraft Mac
and Cheese, Kraft Natural Cheese, Kraft Singles) to feature in their posts. Influencers created a static Instagram post twice per
month with the hashtags #LoveforKraft, #FamilyGreatly, #Ad, the name of the product featured, and the @kraft_brand tag.
Influencers were incentivized with a $75 Visa gift card.

The results of the #LoveForKraft Group RFZ brand lift study revealed that exposure to the #LoveforKraft influencer campaign had
a positive impact on Kraft’s KPIs, particularly among specific subgroups (i.e., Kraft users vs. non-Kraft users). Compared to the
control group, the exposed group: Is more favorable to Kraft; Has higher unaided and top-of-mind awareness of Kraft; Has higher
brand attribute ratings among those without children and those who do not regularly purchase Kraft products. Influencer posts
also had a strong impact on those without children and those who do not regularly purchase Kraft products. Brand attribute
ratings of Kraft saw high lift among those two subgroups and had improved lift on KPIs.
 Meet Mavrck:
Mavrck Helps Marketers Create Social
Proof at Scale

● DISCOVER and recruit the right influencers to create high-quality content for your brand.
● ACTIVATE influencers to create content, star ratings, reviews, referrals and insights at scale.
● MANAGE influencers and advocates with our easy-to-use automated workflow.
● INCENTIVIZE influencers in a variety of ways, and track it all within the platform to save time and budget.
● SYNDICATE quality influencer-generated content to your ecommerce site or retail partners.
● MEASURE the ROI of your campaigns and programs with our measurement suite.

Influencer marketing is successfully driving business impacts for the marketing process - such as time, media, content
or software savings, and increased creative and campaign efficiency - as well as the customer journey - such as
performance metrics, brand lift or sales lift studies, online sales or attribution tracking. This is where the influencer
measurement framework comes into play.

INFLUENCERS ARE MOST-TRUSTED SOURCE OF INFORMATION

A recent study shows that 50% of millennials and 52% of Gen Z trust content from influencers, with 1 in
4 Gen Z females citing influencers as the most common medium for learning about new products to buy.
Contrast this with only 26% of both generations trusting ads in their social feeds. Marketers need to
factor this delta in trust when benchmarking and budgeting, which can be done by simply including a
Trust Coefficient in the equation, as shown here.

Channel Types Example CPM ÷ Trust Coefficient = Trusted CPM

Sponsored Post from

Influencers $
15.00 84% Trust this
Channel
$
17.86

Paid Social Media

Ad $
10.00 26% Trust this
Channel
$
20.83

Programmatic
Display Ad $
7.50 32% Trust this
Channel
$
23.44

Television
Commercial $
25.00 62% Trust this
Channel
$
40.32

The percentage of consumers who trust a given marketing channel can be

sourced from third party studies or via first party customer surveys.
 Measurement Resources & Links
Check out the content below to help you make the most of your influencer marketing programs with the
right measurement framework.

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Mavrck is the leading all-in-one influencer

marketing platform enabling companies such as
P&G, Kraft Heinz, and Express to harness the
power of social proof that consumers trust
today.

Marketers use Mavrck to identify and activate

influencers and consumer ambassadors to
create authentic insights and content for
customer experience touchpoints at scale.

“Is an ideal choice for

brands who work with
all tiers of influencers.”

— The Forrester New WaveTM:

Influencer Marketing Solutions,
Q2 2020, Forrester Research