gen.video’s mission is to build the #1 influencer marketing platform for brands looking to drive ecommerce conversions. The platform partners brands with top-tier influencers who produce content targeted at driving traffic down funnel and generating purchase intent for brands across multiple verticals like consumer electronics and health & beauty. gen.video’s platform also provides a suite of features to help retailers manage the entire content pipeline from start to finish, ranging from influencer collaboration tools to sales tracking and advanced analytics.
Since gen.video integrated with Awin in 2019, HP has been one of its most successful, key partnerships. In the highly competitive and low-margin PC business, standing out from the crowd is essential in earning a customer’s attention. With dozens of brands and third-party retailers in the space, it can often be difficult for the average consumer to cut through the information overload and identify which products are right for them. Using gen.video’s platform, HP could tell the story of its products through world-class influencer content, using a variety of formats that conveyed the specifications and benefits of HP’s computers and laptops in an engaging way.
Using data to find the perfect creators
Identifying the ideal line up of influencers and creators is vital to each campaign’s success. Performance data has been crucial for gen.video and HP in achieving this brand fit, allowing them to find the content creators and audiences best placed to connect with HP’s products. Using data from previous social content on gen.video’s platform, in combination with the conversion analytics provided by Awin’s affiliate tracking, HP could clearly identify which influencers were most suited to promote a specific product range.
In one campaign, where gen.video was tasked with promoting the new generation of HP’s premium OMEN laptops and value-added Victus laptops, analysing previous campaign data was integral to the influencer selection. By analysing KPIs like average order value and click-to-sale times, different audience profiles became apparent. For example, influencers whose customers tended to take more time considering their purchases but spent big when they did convert, were tapped to create content for the premium OMEN range.
Content that understands the products
While data can assist in finding those optimal influencers, HP and gen.video still need to create content that resonated with audiences. gen.video’s long-term relationships with influencers and expertise within multiple verticals allowed it to handpick partners that could best convey HP’s message and the nuances of its products. This also extended to content formats where gen.video could advise on the ideal way these products were promoted – whether that be short, snappy reels or extended videos and reviews.
For example, a campaign showcasing HP’s line up of PCs powered by Intel®’s 10th Gen Core processors needed content that compared the benefits of three distinct products and summarised how they fit different customer needs. gen.video identified three trusted creators on YouTube in the technology space, knowing their long-form videos would be the right choice. This format allowed the influencers to cover the specifications and unique features of each product – such as the Spectre X360’s ability to convert from a laptop to a tablet – and provide a recommendation at the end for consumers.
Results
Over the 14-month period the Intel campaign ran:
- 232% ROAS was achieved
- +563% sales MoM between October and November, during Black Friday peak
For HP’s OMEN and Victus campaign:
- +70% clicks compared to the target
- Organic viewership reached double that of target
The gen.video and HP partnership is one of the many success stories featured in the Awin Report 2023: Power 100 – an industry-first publication profiling 100 of the most exciting affiliate partnerships on our global platform across every market and sector.
