Online fashion meets influencer marketing - How SHEIN conquered the Philippines market
SHEIN is the largest pure-play online fashion company globally. The company designs and sells apparel, other fashion goods and accessories primarily under their flagship “SHEIN” brand. This online fashion company has an admirable reach on its own, with over 21 million followers on its Instagram page, and 16.2 million likes on its TikTok account.
Campaign Background and Strategy
To drive awareness, interactions and clicks to its SHEIN app in the Philippines, SHEIN turned to AnyMind Group and influencer marketing platform, AnyTag. By leveraging on the combined scale of influencers and KOLs on YouTube, Instagram and TikTok, SHEIN looked to run an influencer marketing campaign that targeted to drive greater business results through SHEIN’s spring sales promotion.
Influencer Selection Criteria
Through the AnyTag platform, SHEIN was able to discover, activate, manage, track and attribute its influencer marketing campaign and identify the right influencers based on specific selection criteria:
- Number of followers
- Follower demographics, including interests and age
- Average engagement rates
There were several considerations taken when selecting influencers for the campaign, which were powered by influencer insights through AnyTag. Key factors include:
- Motivating Instagram users to engage with posts and direct them to the SHEIN app on mobile
- Tapping on the creativity of influencers to drive virality and recognition on the items they had bought from SHEIN
- Selecting the right influencers and KOLs to ensure a certain amount of views, engagement and link clicks
- Driving sufficient click traffic to the SHEIN mobile app and convert this traffic into sales revenue
Execution and Results
Once SHEIN had selected the best influencers to collaborate on for their campaign, the brand utilized several methods of delivering influencer-generated content to audiences, including clothing hauls, customer reviews, a variety of Instagram Story activities and various TikTok filters.
Through a series of influencer-generated Instagram posts, SHEIN’s campaign drew over 200,000 post likes and a reach of over 1.3m users in the Philippines, whilst a series of influencer-generated Instagram Stories brought a high number of link clicks. Several handfuls of YouTube videos drew over 800,000 views, whilst TikTok videos also gathered a high number of views. In fact, influencer selection was on-point so much that the best-performing influencer gained an engagement rate of 85% on TikTok and 55% on YouTube.
Key Performance Metrics:
- Instagram: Over 200,000 post likes and 1.3m reach
- YouTube: Over 800,000 views
- Top Performance: 85% engagement rate on TikTok
