Firms Track In-Store Impact of Influencer Campaigns

In the US, TapInfluence and Nielsen Catalina Solutions (NCS) have announced they are working together to help CPG brands measure the in-store sales impact of their influencer marketing campaigns.

The firms claim the partnership will allow brands to measure the real impact of their influence marketing campaigns based on purchase data from more than 90 million US households and more than 18,000 grocery and drugstore retailers. For example, working with client WhiteWave Foods, the firms selected more than 250 fitness and food influencers discussing a particular product online, and then tracked in-store purchases made by consumers who viewed these influencer posts. Resulting data showed that exposed consumers bought 10% more of the product than the non-exposed group.

Rustin Banks (pictured), TapInfluence co-founder and Chief Product Officer, states: 'We've known for some time that proving the sales lift and ROI of influencer marketing is critical for brands as they consider shifting more of their digital ad budgets to influencer campaigns. As a marketer, it's hard to ignore these results, which demonstrate the effectiveness of authentic content and show that brands must rethink how they're approaching advertising and marketing in 2016 and beyond'.

Web sites: www.tapinfluence.com and www.ncsolutions.com .