Case study
Process
The Challenge
Among many projects I tackled at MagicLinks in efficiency, the Gifting Suite successfully leveraged two user types within an interface to connect Influencers who want free gifting with Brands who want to sponsor them. Many hours of manual labor were automated with this project.
Beginning with Stakeholders
After creating Personas and Jobs to Be Done for the Influencer user type; I conducted stakeholder interviews of internal employees at MagicLinks. As it turns out, there are many Influencers (user type Micro), who would like to receive gifts from Brands from whom they shop. This process was manual at the beginning of the project - ie a representative from MagicLinks would call, email or text hundreds of Influencers to ask if they would like to participate in gifting campaigns. This was a full time job for two employees.
Collaborating with the internal team
After the MVP was presented to stakeholders, and the project was green lit, UX and Product took over to create the Gifting Suite within the Influencer Dashboard. The dashboard allows hundreds of influencers to volunteer for campaigns, enabling our campaigns teams to choose the best influencers for each brand.
Outcome
The final outcome was an automated process which allowed Gifting campaigns to scale from 200k annually to 8 million annually. As we as saving money on the employees dedicated to outreach - they were promoted into other roles. Steps of Gifting proofed out into the UX process:
1. Qualification
Our network of 25k vetted, qualified and brand safe influencers unlock gifted product campaign opportunities by generating sales data via organic linking.
2. Application
Creators who qualify are able to apply to create content via the gifting suite. Their applications are evaluated by our Influencer team who handle selection, contracting and fulfillment with the selected influencers.
3. Measurement
We track last-click, full-funneland provide off-line attribution for sales, clicks and engagement. We are the ONLY influencer marketing platform that provides this level of performance monitoring.
