Akind

Meltwater Influencer Marketing

In order to reach like-minded consumers who are passionate about sustainability and ethical business practices, Akind frequently partners with influencers. However, they faced three big challenges in making the most of their influencer program: scaling recruitment efforts, organizing insights, and streamlining communication. Without a centralized solution to help make their team more efficient, Akind risked sinking valuable time into manually searching for and vetting influencers, missing out on potential partnerships that could help them get in front of new audiences and increase sales.

Akind uses Meltwater’s influencer marketing solution to give them a central source of truth for campaign activities and double its marketing team’s productivity. With Meltwater, Akind has the robust influencer database it needs to quickly find and vet potential influencers, as well as organization and analytics tools to streamline campaigns and track their performance.

Powered by AWS Compute architecture, the solutions scale instantly to meet Akind’s dynamic analytic needs, ensuring that they can handle increased demand without downtime. That high performance and low latency enhances the overall user experience, while AWS advanced security features protect data and applications against potential threats. Additionally, AWS storage solutions provide a robust foundation for Meltwater solutions, ensuring data durability and availability.

“Meltwater allows us to have a large database of influencers and to search into collaboration options in an easier way than we have been able to do with any other platform,” says Bailey Anderson, Akind’s PR and Influencer Marketing Specialist. “I can’t live without the analyzation tool. Being able to put in a creator’s name and getting their insights really helps us get a better understanding of if a creator is the right fit for the brand.”

Results and Benefits

Akind’s marketing team used to invest hours into manually finding and vetting influencers, but Meltwater’s influencer marketing solution cut down discovery time by 50% to uncover creators that can help the brand connect with new audiences. Filters for qualities like location and audience size, along with comprehensive profiles detailing past campaigns, audience demographics, and engagement analytics, let the Akind marketing team quickly zero in on the influencers they need for each campaign. As a result, the brand increased its follower growth rate to nearly 4% in just two months.

Plus, the ability to track how the content of each creator performs in terms of sales and estimated media value lets the company identify which partnerships are its strongest so it can iterate on that success in future campaigns. Having this data at hand lets Akind understand exactly how much impact their campaigns have and what KPIs they want to reach next. “The platform has allowed us to increase our individual campaign goals,” says Anderson. “We are able to work at a higher level by having a platform that assists in organization and analytics.”

Once scattered across an array of documents and spreadsheets, the brand’s influencer management documents and communications are now contained within the Meltwater platform. With essential assets in one place, the Akind marketing team can ensure essential threads aren’t dropped. The convenience and clarity Meltwater enables on both sides helps Akind build stronger relationships with its influencers. 

Those stronger ties not only benefit Akind’s social media presence, they also let the brand tap into their influencers’ expertise. “Influencers have a high value in terms of marketing, overall,” Anderson says. “With the continual trend towards more organic and relatable social media content, being able to work with creators who can provide honest opinions and suggestions on our products is something that we would not be able to achieve through other means of marketing.” With their influencers’ feedback organized and easy to find, Akind has first-hand insights it can use to refine its content, identity, and voice.

From recruitment through reporting, Meltwater’s influencer marketing solution empowers Akind’s marketing team to boost its productivity by 100%, giving it more time to strategize.