Using influencers to maximize your social ROI



The e-commerce retailer Revolve is on a hot streak. The company
did roughly $400 million in sales last year and, this month, it got
the business press buzzing with the announcement that it plans to
go public.

A ton of ink has since been spilled about the secrets of
Revolve’s success: its data-driven approach to everything from
design to fulfillment; the development and success of its in-house
fashion labels; and, most importantly for the marketing community,
its innovative use of influencers as incentivized models and
endorsers. As Marc Bain of the website Quartz pointed out,
Revolve’s IPO filing mentions the word “influencer” 79 times.

For the past decade, Revolve has been swiping market share from
so-called “youth culture” companies like Pink and Abercrombie,
which still haven’t learned that youth culture is driven by
influencers. Revolve, on the other hand, has built a
self-sustaining marketing ecosystem by engaging thousands of
influencers at once and giving those influencers the freedom to
promote products as they see fit.

Source: FS – _Marketing
Using influencers to maximize your social ROI