SUGAR Cosmetics is India’s fastest-growing premium cosmetics brand with a product portfolio that has consistently received excellent reviews across its own and partner channels. It is a cruelty-free makeup brand that is high on style and higher on performance. The brand is inspired by and targeted towards bold, independent women who refuse to be stereotyped into roles. With a cult-following across millennials, SUGAR targets 25 to 35-year-old women with clutter-breaking products. Manufactured in state-of-the-art facilities across Germany, Italy, India, USA and Korea, the brand ships its best selling products across Lips, Eyes, Face and Nail categories across the world.
Influencer marketing has become an essential part of a brand's marketing strategy, and SUGAR Cosmetics is no exception. They know the power of working with influencers who have a big following and know how to spread the word about their brand and products. By teaming up with these influencers, SUGAR taps into their followers' interests, creating a buzz that's hard to ignore. That's why SUGAR Cosmetics has become one of the hottest consumer brands in India on Instagram!
In a conversation with Suraj Shukla, SUGAR's strategic lead on all things influencer marketing, he sheds light on the team's meticulous approach of executing impactful campaigns and successful product launches with affable.ai.
Before using affable.ai, Suraj's team faced several challenges due to manual processes. They had to analyze and track insights from thousands of influencers manually, which was time-consuming and required significant bandwidth from the whole team. They also had to connect with influencers individually to gather information such as demographics, reach, and insights. Communicating through DMs on Instagram was not preferred, as it lacked professionalism, data to derive profile insights and made it challenging to track conversations amidst numerous DMs.
The biggest challenges SUGAR faced with the manual interventions were:
• Tracking campaign performance and calculating CPR (Cost per Reach) was time-consuming and dependent on influencers' responsiveness.
• Obtaining demographic data of influencers in mass campaigns was difficult, especially with non-paid collaborations.
• Maintaining a cooperative and reliable relationship with influencers for sharing necessary information and insights was very hard due to the absence of a centralized platform.
• This further resulted in delays, miscommunication, and a tedious process of manually collecting data from various sources.
• Analyzing and deriving meaningful insights from the collected data to understand campaign effectiveness and identify successful strategies was difficult because of the fragmented nature of the data.
However, the adoption of affable.ai helped SUGAR Cosmetics overcome these challenges and streamlined their influencer management process.
The platform provided a centralized hub for tracking and analyzing influencer insights, saving the team valuable time and effort. By leveraging the power of automation, SUGAR could efficiently gather essential data like demographics, reach, and post-campaign insights. This not only facilitated smoother post-mortem analysis but also enhanced their ability to make data-driven decisions and optimize future campaigns. The organized and all-in-one platform of affable.ai further improved communication, ensuring clear and streamlined conversations with influencers, without the hassle of lost messages or scattered DMs.
The most standout features of affable.ai for SUGAR are:
What drew us to affable.ai was its smart methodology in data collection and presentation. affable.ai team has been very helpful in addressing questions and constantly improving the platform to better suit partner needs!
affable.ai provides a simple to use platform for us to find and engage online influencers. Built for the data-driven marketer, I’m liking what I see… and use!
We love affable.ai holistic capabilities for campaign management on Instagram. We are glad to learn that the team is also enhancing the experience for TikTok based on our feedback. Since TikTok is a channel of significance for us, we are happy with affable.ai agility in supporting partners like us with our goals and priorities.
affable.ai is a great platform to find new influencers across different demographics. It's discovery tools allowed me to make informed decisions using hard data, and it's integration with Shopify helped automate internal processes, saving my team time and resources.
affable.ai helps us target the right audience, measure performance, compare ourselves to competitors, and uncover strategy gaps. It's like having an extra employee to handle monitoring and reporting while another creates campaigns.
If you manage a large database of influencers, affable.ai is an essential tool to help you plan, strategize, and make informed decisions that are tailored to your campaign needs.
affable.ai has been instrumental in making our influencer workstreams more efficient and effective across different campaigns in the Philippines. Thanks to affable.ai, we've also said goodbye to manual tracking of influencer activity and time-consuming downloading of influencer content!
We would highly recommend affable.ai for its insights on influencers and tracking and reporting capabilities. The process is a lot easier and convenient in getting details such as engagement rate and reach of influencers, which helps us curate our content more efficiently.
At Norbreeze, we use affable.ai mainly for Product Seeding. The aesthetically designed dashboard provides meaningful statistics which enabled us to view crucial information at a glance.
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