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Instagram Infuencer Marketing: Creating ...

Abhishek Rishabh, ...

Case

Instagram Infuencer Marketing: Creating a Winning Strategy Case

Abhishek Rishabh; Philip Zerrillo

ISB241 | Published December 20, 2020 | 2 pages Case

Collection: Indian School of Business

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Learning Objectives

On August 9, 2020, Sean Jean De Ville, who had recently joined French fashion and cosmetics giant Satix as digital marketing head of the shampoo products division, was preparing for his first meeting with the CEO. He had been tasked to explore the viability of employing influencer marketing on Instagram. This would be a new promotional vehicle for the company, which had traditionally used billboards, print, and limited digital advertisements. He was also told that a budget of USD 500,000 would be allocated for influencer marketing and that the boss was anxious to get his insights and recommendations.

• how influencer marketing works • how to decide on which influencer or influencers to employ; • the key metrics involved in assessing an influencer marketing strategy; • how to measure the marketing effectiveness of influencers, and; • how to ask questions that go beyond the data to come up with relevant insights that will enhance the effectiveness of your expenditure(s).