{"id":13243,"date":"2022-04-05T11:40:10","date_gmt":"2022-04-05T11:40:10","guid":{"rendered":"https:\/\/www.territory-influence.com\/project\/campana-de-nano-micro-influencers-con-un-roi-de-544e\/"},"modified":"2023-06-22T07:53:31","modified_gmt":"2023-06-22T07:53:31","slug":"campana-de-nano-micro-influencers-con-un-roi-de-544e","status":"publish","type":"project","link":"https:\/\/www.territory-influence.com\/es\/project\/campana-de-nano-micro-influencers-con-un-roi-de-544e\/","title":{"rendered":"Campa\u00f1a de Nano & Micro Influencers con un ROI de 5,44\u20ac"},"content":{"rendered":"

[et_pb_section fb_built=\u00bb1″ admin_label=\u00bbHero\u00bb _builder_version=\u00bb4.16″ background_color=\u00bb#FF4E00″ background_image=\u00bbhttps:\/\/www.territory-influence.com\/wp-content\/uploads\/2020\/12\/circle-background-pattern.png\u00bb custom_padding=\u00bb67px|0px|67.1875px|0px|false|false\u00bb animation_style=\u00bbzoom\u00bb animation_intensity_zoom=\u00bb4%\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_row _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb animation_style=\u00bbslide\u00bb animation_direction=\u00bbtop\u00bb animation_intensity_slide=\u00bb3%\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ custom_padding=\u00bb|||\u00bb global_colors_info=\u00bb{}\u00bb custom_padding__hover=\u00bb|||\u00bb][et_pb_text _builder_version=\u00bb4.16″ text_font=\u00bbRoboto|500||on|||||\u00bb text_text_color=\u00bb#353740″ text_font_size=\u00bb16px\u00bb custom_margin=\u00bb||19px|||\u00bb animation_style=\u00bbslide\u00bb animation_direction=\u00bbbottom\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

NANO & MICRO INFLUENCERS<\/p>\n

[\/et_pb_text][et_pb_text module_class=\u00bbtt-white\u00bb _builder_version=\u00bb4.16″ text_font=\u00bb||||||||\u00bb header_font=\u00bbRoboto|900||on|||||\u00bb header_text_color=\u00bb#ffffff\u00bb header_font_size=\u00bb50px\u00bb header_line_height=\u00bb1.1em\u00bb custom_margin=\u00bb|||\u00bb animation_style=\u00bbfade\u00bb header_font_size_last_edited=\u00bboff|desktop\u00bb locked=\u00bboff\u00bb global_colors_info=\u00bb{}\u00bb]<\/p>\n

Caso de \u00e9xito
\n<\/tt-underline>Caf\u00e9 Royal<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ admin_label=\u00bbCase Study Text\u00bb _builder_version=\u00bb4.16″ custom_margin=\u00bb|||\u00bb custom_padding=\u00bb110px||18px|||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_row _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb0px|||||\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.16″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb][et_pb_text quote_border_color=\u00bb#FF4E00″ _builder_version=\u00bb4.21.0″ _module_preset=\u00bbdefault\u00bb text_font=\u00bbRoboto|500|||||||\u00bb text_font_size=\u00bb16px\u00bb quote_font=\u00bbRoboto|300|on||||||\u00bb header_font=\u00bbRoboto|900|||||||\u00bb header_font_size=\u00bb45px\u00bb header_2_font=\u00bbRoboto|900|||||||\u00bb header_2_font_size=\u00bb30px\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb sticky_enabled=\u00bb0″]<\/p>\n

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Para apoyar a esta joven marca (lanzada en 2014) en relaci\u00f3n a su awareness y penetraci\u00f3n en el mercado, hemos iniciado una colaboraci\u00f3n de influencer marketing en 2020. Para el verano 2021, nos centramos en un objetivo de posicionamiento en torno a valores sostenibles y premium, as\u00ed como tambi\u00e9n en uno relacionado a la preferencia de la marca dentro de una categor\u00eda muy competitiva. El verdadero plan de defensa se activ\u00f3 con perfiles de nano & micro influencers<\/a>: exactamente 3.000 para el mercado franc\u00e9s. Todos ya eran consumidores de caf\u00e9 y propietarios de una m\u00e1quina compatible. <\/span><\/span><\/span><\/p>\n

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\u00abEl marketing de influencers es un canal que nos permite una comunicaci\u00f3n directa con la audiencia. Tambi\u00e9n es la oportunidad de entrar en detalle, de forma aut\u00e9ntica y con un enfoque pedag\u00f3gico. A lo largo de la campa\u00f1a, nos tomamos el tiempo de cubrir diferentes temas, algo que pocos canales nos permiten hacer. Estas activaciones complementan los planes de comunicaci\u00f3n de la marca en medios tradicionales como la televisi\u00f3n.\u00bb<\/em> – <\/span>Aline Veillerette, Marketing Manager France, Delica AG<\/span><\/p>\n<\/blockquote>\n

 <\/p>\n<\/div>\n<\/div>\n

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Un fuerte engagement con la marca que condujo a un ROI de 5,44\u20ac.<\/strong><\/h2>\n<\/div>\n<\/div>\n
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Tras dos meses de formaci\u00f3n y degustaci\u00f3n de productos en casa, los influencers no remunerados completaron su misi\u00f3n. Organizaron momentos gourmet con sus amigos y familiares, les ayudaron a descubrir el mundo de Caf\u00e9 Royal y sus m\u00faltiples variedades de caf\u00e9. Las experiencias offline fueron compartidas en redes sociales con los hashtags #LeMeilleurDuGo\u00fbt #RoyalEtResponsable<\/strong> y con la menci\u00f3n de la marca @CafeRoyal.fr<\/a>. Por \u00faltimo, rellenaron cuestionarios para compartir su sincera opini\u00f3n con el equipo de marketing. El 93% afirm\u00f3 que recomendar\u00eda los productos a su red, y el 86% que incluso los comprar\u00eda justo despu\u00e9s de la campa\u00f1a. <\/span><\/p>\n

Esta intenci\u00f3n de compra fue confirmada posteriormente por nuestro socio de medici\u00f3n IRI<\/a> a partir del an\u00e1lisis de 10 retailers. Durante el per\u00edodo de activaci\u00f3n, se observ\u00f3 un aumento del +3,7% en el volumen de ventas (unidades) y del +3,1% en el valor de las ventas,<\/strong> lo que conduce a un ROI positivo de 5,44\u20ac a corto plazo.<\/span><\/p>\n

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\u00abM\u00e1s all\u00e1 de los KPI de la campa\u00f1a, pudimos ver el impacto en nuestro seguimiento mensual de la marca medido por Yougov. Los influencers nos han permitido mantener los buenos resultados de nuestra campa\u00f1a de medios de los meses anteriores. Nuestro awareness, impresiones y consideraci\u00f3n se disparan durante el periodo de activaci\u00f3n en Junio, y estamos confiados en que en Septiembre se repetir\u00e1n los resultados debido a nuestra operaci\u00f3n sin pausas en TRND.\u00bb<\/em> – <\/span><\/span><\/span>Aline Veillerette, Marketing Manager France, Delica AG<\/span><\/span><\/span><\/p>\n<\/blockquote>\n

<\/b><\/p>\n

Despl\u00e1zate hacia abajo para ver los resultados de los KPI de la campa\u00f1a!<\/p>\n

<\/span><\/span><\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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<\/tt-underline> COMP\u00c1RTELO EN<\/h1>\n

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Para apoyar a esta j\u00f3ven marca en relaci\u00f3n a su awareness y penetraci\u00f3n en el mercado franc\u00e9s, realizamos una colaboraci\u00f3n con 3.000 nano y micro influencers.<\/p>\n","protected":false},"author":19,"featured_media":11546,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[225],"project_tag":[820,790,818,851,852,380,787,378,784,786,407,588,853],"class_list":["post-13243","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-alimentos-bebidas","project_tag-best-influencer-campaigns","project_tag-campanas-alimentos","project_tag-campanas-de-marketing-alimentos","project_tag-campanas-de-marketing-comida","project_tag-campanas-de-marketing-con-buen-roi","project_tag-case-study-es","project_tag-caso-de-exito","project_tag-influencer-marketing-es","project_tag-influencer-marketing-ejemplos","project_tag-mejores-campanas-de-influencer","project_tag-micro-influencer-es","project_tag-nano-influencers-es","project_tag-roi-de-marketing"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project\/13243","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/comments?post=13243"}],"version-history":[{"count":16,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project\/13243\/revisions"}],"predecessor-version":[{"id":24593,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project\/13243\/revisions\/24593"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/media\/11546"}],"wp:attachment":[{"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/media?parent=13243"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project_category?post=13243"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/www.territory-influence.com\/es\/wp-json\/wp\/v2\/project_tag?post=13243"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}