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Pinterest joins forces with French marketing metric specialist Launchmetrics
Launchmetrics, a French firm specialised in marketing metrics and analysis for the fashion, luxury and beauty sectors, has signed a partnership deal with Pinterest, the social network for image discovery and sharing, to optimise the latter’s influencer campaigns. Designers belonging to the British Fashion Council will be the first to tap Launchmetrics’s data analysis capabilities, at a meeting scheduled on January 24.
When FashionNetwork.com interviewed the CEO of Launchmetrics, Michael Jaïs, last September, he said that a rebalancing between influencers and micro-influencers was on the cards. In particular, a new generation of influencers, with more of an artistic inclination was coming to the fore. An insight which fully explains the scope of the collaboration between Launchmetrics and Pinterest: creative inspiration is Pinterest's core purpose, driving the social network 250 million-plus monthly active users.
“The partnership with Launchmetrics will enable ‘pinners’ [as Pinterest users are known], to draw inspiration from an even greater wealth of fashion and beauty content, while allowing influencers to make themselves heard and track their audience,” said Pinterest’s head of content and creator products, David Temple.
Pinterest data will be linked to Launchmetrics’s own influencer site, enabling the latter’s Influencer Relationship Management (IRM) tool, used by 50,000 companies and influencers, to generate statistical feed-back on the impact of Pinterest posts. As an example of how crucial this kind of data is, Launchmetrics indicated that 85% of the beauty industry’s media impact value is generated on social media, while the figure is 43% for fashion and 42% for luxury.
“Access to data is crucial for brands, influencers and partners like us,” said Alison Bringé, marketing director at Launchmetrics. "Our webinars and podcast programme together with our technology relationship with Pinterest will enable us to better serve the industry, by providing brands and influencers with strategic intelligence to help them exploit these tools to the full, and optimise their return on investment,” added Bringé.
Launchmetrics notably works with Dior, Fendi, Fenwick, Net-a-Porter, Burberry, Debenhams, Alexander Wang, Kate Spade, Delpozo, Topshop and Zalando. It is also a partner of the British Fashion Council, the Italian National Fashion Chamber (CNMI), the Council of Fashion Designers of America (CFDA), and Italian fashion trade show organiser Pitti Immagine.
According to Jaïs, two circumstances have recently changed the relationship between brands and influencers.
“Until 2017, brands were wondering whether it was really necessary to get into influencer marketing. Nowadays, they wonder how to do it effectively,” Jaïs told FashionNetwork.com last September.
“The returns on investment are tangible. Also, brands have suddenly realised that 50% of their customers are millennials, who don’t have the same expectations and attitudes as their older peers, but brands cannot for this reason double their marketing budgets,” added Jaïs.
A trade-off must be sought, hence the growing importance of the analysis of social media metrics.
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