As of October 2020, SHEIN is the world’s largest fast fashion company. SushiVid is so privileged to have the opportunity to work on SHEIN’s campaigns, a first for us, for a truly global influencer-centric brand, and the results were just mind-blowing!
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Total KOLs |
13 KOLs engaged amounting to 1,500,000 followers |
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KOLs |
• 2 Alpha > (300,000 followers)
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Engagement Rate |
Average Engagement rate 5% which is high compared to our expectation of 2% |
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Saves & Shares |
4,600 |
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Link Clicks |
3,000 |
A gist on the report. Needless to say, the likes and comments were great but what was truly worth highlighting is that the amount of saves and shares were ridiculously high as well. The amount of link clicks were also impressive. We didn’t get the conversion details but we can only guess it was good because they came back for another campaign!
The campaign was about a promotion for an online sale - 8.8. Each influencer gets a promocode for 15% that they will share with their followers. We have had to do these promo code campaigns quite frequently, and we were never really optimistic about the results, but for SHEIN, it really worked! It’s the first time in our 6 years of doing influencer marketing that we saw such results and we’re here to share some of the key takeaways with you to hopefully get us all better ROIs in our future campaigns.
When you provide a large enough variety of products to influencers, influencers will have so much material to work with that the content will be visually rich. For this campaign, some KOLs put up to 10 photos in an IG Carousel - that was the maximum number of photos you could add to a carousel posting. Some of them even felt led to create more stories since they got all dolled up for one outfit already. SHEIN got more stories than they asked for. While this may not work for a lot of other brands that have only a few (but very high end) products, invest in a good PR kit!
SHEIN also understood how to work Instagram. They got a pool of influencers to post a lot of different clothing in catalog style and because they have such a huge variety of products, each of these influencers showcased items that would fit their audience. SHEIN then used their caption space to add in the product info, which led to a lot of saves because people who wanted to buy those products, would save the content. We usually encourage shorter on point captions, but I feel the lesson to learn here is to provide useful caption. Caption that adds value to consumers and they will happily save the content.
#SHEIN has over 5.9m posts and #SHEINGALS has over 1.3m posts. In SHEIN’s official account @Sheinofficial, they have over 25.3M followers. Utilizing these hashtags and tagging the brand meant that our influencers' contents could also tap into their account and hashtags which made it so much more appealing for influencers to collaborate. What does this tell you? Keep a consistent hashtag and invest in your own social media.
We hope you found this case study useful!
Overall, the campaign was a true eye-opener for us, and we believe this will shape how we create content for our brands in the future. If you have any questions for us, please feel free to reach out to me at [email protected].