For some time now, it has made a strong commitment to its own channels in and from to publicize its products. To learn more about how to manage campaigns with influencers We have interviewed Laura Castro, its Public Relations Manager. In this podcast you will learn how they detect them, manage them and measure their results. Hit play!
Interview with Laura Castro (Platanomelon)
10:09 How is the marketing department structured?
We are a lot. We have the social media team and audiovisual team for IGTV, Podcast, … Then we have product-focused marketing and public relations. On YouTube we have more than 1 million subscribers and on IG more than half a million. There is a dedicated team, due to the advertising limitations we have, we have to bet on the content.
11:51 What role does public relations play in the project?
We cannot do conventional advertising like the rest of eCommerce, so instead of saying we “you have to masturbate or use toys is not so rare” we have to get someone else to say it. Y We do it through influencers, recommendations, reviews and media.
When there are contexts in which we can participate, we release press releases. For example, during the quarantine it seemed interesting to us to bring out in the media how confinement is affecting our sexuality, we did a survey, we have a large community, and very interesting things came out, such as the increase in . We have managed to Many media outlets contact us when they have doubts or questions about sex education.
16:39 How many influencers does Platanomelón work with today?
A month we work with 50 or a little more. Within them we have several projects: normal influencers, long-term influencers who are 20 ambassadors who work for us for 1 year and nano influencers, we will have 100 per month. All this only on Instagram. On YouTube we have 4 and on TikTok we are just starting. The brand is very visual, that’s why I rule out Twitter. Instagram is where we are most comfortable and Facebook is good for the Latin American community.
21:20 How do you choose them?
Being in the networks, we are a very young team that consume all the networks on a daily basis. It’s about seeing what happens, see what is being talked about, what is fashionable, who is being talked about or who is growing, who has been doing interesting things for years, has our tone, in short, see the opportunities.
Once we have worked with x influencers, we see who is similar or has similar content. Now more and more it is them and the agencies that contact us, making it easier. We are looking to hire one who has between 10k or 15k followers, is an illustrator and is from this city. It’s easy to find because we already have our database. Also, we have a platform for nano influencers and so on.
24:48 What is the type of profile you are looking for?
Especially women. Illustrators, like Moderna del Pueblo, and comedians work very well for us. They are the ones that best express themselves naturally, they do it from a character and they can tell a much longer and engaging story. People who are not talking about sexuality all the time bombarding their audience with sex and toys. We have made more serious content with sexual doubts with sexologists or breaking taboos. We also do super interesting direct or IGTV with influencers showing content like “sex in movies Vs sex in reality”.
30:30 And how do you approach communication and agreement?
When there is a monetary exchange we make an agreement, but to protect both us and them. We have never needed to take out any contract, but you have to have it so that things are clear, if there is an agency involved it is fantastic because everything is written. We give them a lot of flexibility both in the volume of the message and when they want to publish. But if it is a campaign that depends on the influencer, I will ask for times and dates. If I send you products, the only thing I am going to ask you is that you explain a feature that makes the toy special, it is your experience and your personal opinion as a user.
36:52 What goals do you pursue and how do you measure it?
With the standard influencers, we ask for content that we like, they are focused on sales. With the ambassadors we want, and if we get sales, perfect. We ask that you put links to create traffic to the web. As ambassadors, we measure how many people have downloaded the content we have created. For example, we made a guide to coitocentrism that people could download on a landing page by leaving their email. Thanks to this form we see with this ambassador the impact. But even if you measure everything well in an automated way, you will not be able to measure more than half of the result: information is always lost.
44:00 Do you ask the influencers to report the results?
When the 24 hours of the stories or a week of a post have passed, we ask for a screenshot to know the scope. It is another piece of information that we have to carry out our analysis model. There you also see the one with the saved ones. It happens a lot that there are people who do not dare to like it out of shame but you keep it to yourself: for us that information is very important.
46:00 What is the ratio of reach to fans?
It depends a lot on the topic. We recently released our first book and did a campaign with ambassadors. If normally the ambassadors reach 50 or 60, we have achieved 100% cases. It depends on the content if it is interesting and fits with the audience and execute it well.
52:55 Do you have any “Crisis Plan” planned in case any of your collaborators were involved in any controversy?
Before that happens, we seek collaborations that follow our tone and vision. We take a good look at them before choosing us. It has never happened to us, but in case it did, We will act in a specific way, taking the specific case, understanding the details and talking to the person. If we totally disagree or see that it is a problem, we would distance ourselves from the person.
54:00 How do you see the evolution of the sector? Where do you think he is going?
With the increase in investment that has been and still is, more money will be moved and more agencies will want to take advantage of it. Influencers move from platform to channel, taking several channels, not just one. During the lockdown, many people moved to because they saw new opportunities. The future is one of long-term collaborations, with stable agreements. Another point for the future is that nanoinfluencers are important: if we continue to exploit influencers and make them commercial, they lose credibility. Don’t be a billboard and go with brands that you feel are consistent with your values.
59:38 Any idea of a possible interviewee?
I like it a lot freshlycosmetics, it is a very interesting brand
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