Strategic Expansion into the U.S. Market through Influencer Partnerships
Client: NA-KD Fashion - International Fashion Brand
Role: Strategy Developer and Project Leader (Market Research, Influencer Partnership Management)
Role: Strategy Developer and Project Leader (Market Research, Influencer Partnership Management)
Objective
The project aimed to capitalise on organic growth observed in the United States by strategically entering the market with targeted paid advertising, primarily through influencer partnerships. The main objective was to drive profitability by leveraging low return rates, favourable tax conditions, and growing brand interest. The goal was to create brand awareness and increase sales by collaborating with influencers, focusing on regions with high organic interest such as New York and Los Angeles.
The project aimed to capitalise on organic growth observed in the United States by strategically entering the market with targeted paid advertising, primarily through influencer partnerships. The main objective was to drive profitability by leveraging low return rates, favourable tax conditions, and growing brand interest. The goal was to create brand awareness and increase sales by collaborating with influencers, focusing on regions with high organic interest such as New York and Los Angeles.
Approach
I developed a market entry strategy centred around influencer partnerships. Key steps included:
I developed a market entry strategy centred around influencer partnerships. Key steps included:
1. Conducting in-depth research to understand market behaviour, customer demand, and social media usage patterns.
2. Identifying geographical areas with the highest organic interest (NY and LA) and selecting influencers aligned with the brand's image.
3. Designing a three-month marketing funnel strategy focused on building awareness through YouTube, Instagram and TikTok, followed by consideration, and culminating in conversion with exclusive discount codes shared by influencers.
4. Monitoring and analysing campaign performance through UTM links to track website sessions and engagement driven by influencer activities.
5. To ensure sustainability and ongoing optimisation, the final step involved creating a process for the U.S. market entry strategy and transitioning the role to a team member for continued execution. Targets I created were set based on market opportunities and business needs, with performance tracked through KPIs such as COS%, CAC, new customer aquired, sessions, CTR, and return rates. Monthly analyses were established to refine and optimise the strategy continually.
Outcome
The market entry strategy has shown positive results, with continuous month-over-month growth in sessions and conversion rates and increased profitability. The success of initial campaigns led to increased budget allocation for U.S. market initiatives. The brand's presence in the U.S. is expanding steadily, supported by ongoing influencer partnerships and increased market visibility. A successful collaboration with influencer Cass Dimicco further solidified the brand’s position and contributed to the overall impact. This project can be found in the “Brand Partnerships” page. With this person now being an ambassador for the brand.
The market entry strategy has shown positive results, with continuous month-over-month growth in sessions and conversion rates and increased profitability. The success of initial campaigns led to increased budget allocation for U.S. market initiatives. The brand's presence in the U.S. is expanding steadily, supported by ongoing influencer partnerships and increased market visibility. A successful collaboration with influencer Cass Dimicco further solidified the brand’s position and contributed to the overall impact. This project can be found in the “Brand Partnerships” page. With this person now being an ambassador for the brand.
Challenges
Entering the U.S. market posed several challenges, including navigating different budget allocations expectations, contract setups expectations, and cultural nuances. Building brand recognition in a new market required significant investment and time. Additionally, conversion rates were initially low, necessitating ongoing negotiations and adjustments to strategy to optimise performance and return on investment.
Entering the U.S. market posed several challenges, including navigating different budget allocations expectations, contract setups expectations, and cultural nuances. Building brand recognition in a new market required significant investment and time. Additionally, conversion rates were initially low, necessitating ongoing negotiations and adjustments to strategy to optimise performance and return on investment.
Feedback
The initiative has been deemed successful, evidenced by increased budget allocation and growing market presence. Continuous investment in influencer partnerships is planned to maintain momentum and drive further growth in the U.S. market.
The initiative has been deemed successful, evidenced by increased budget allocation and growing market presence. Continuous investment in influencer partnerships is planned to maintain momentum and drive further growth in the U.S. market.
