Packaging empathy
with insight

A consumer goods giant
expands its network
of influencers

Digital Experience | Performance Marketing

Influencers build trust. Measuring their impact shouldn’t be a matter of opinion though.

Influencer Marketing campaigns are a tough nut to crack. Identifying, partnering, and maximizing efficiency requires considerable investment if done via traditional means. Infosys Aster had the analytics capabilities that would tip the scales for this global CPG company.

Placing metrics on the shelf:
With the right mix of tools and native platforms, we provided customized ROI metrics from cost per engagement to percentage of branded comments.

Keeping relevance in stock:
Using advanced analytics modeling techniques and NLP, we enriched insights and recommendations as seen with sentiment analysis on actual user comments.

Ensuring insight stays fresh:
By leveraging machine learning for influencer partnerships, campaigns, and content, we delivered a score-based evaluation of program-level influencer partners.

An assortment of opinions, and outcomes

Implementing Influencer Marketing management in an insights-as-a-service model unlocked findings like 50% of the audience from influencer partners not being in the brand’s target audience and saving $2.8 million. Coupled with timely recommendations on contract renewal, the analytics engine delivered greater precision and relevance for the CPG major.

2x
more reach from reinvestment of cost savings

40%
improvement in the quality of impressions

14%
increase in social intent to purchase

Key Takeaway

Vanity metrics like reach or comments can provide a false perception of how effective influencers can be. While analytical tools for these have always existed, an AI-amplified approach can separate the signals from the noise, forecasting success and true influence.