Finding an influencer with real product experience and connecting content to revenue
For French cosmetics brand C, we identified a broadcaster influencer who already knew and had used the products, then connected messages from that experience to content, advertising, landing pages and promotions.
Challenge
When influencer marketing ends with content exposure or sponsored posts, its connection to purchases is difficult to assess. Selecting someone for a large following or a brand-compatible image alone did not adequately communicate product experience and reasons to buy.
This project needed an influencer who already knew and had used the products and could explain the context of use in their own words—not simply introduce them. The content also needed a structure for use in advertising and sales channels beyond one-off exposure.
Insight
People who have used a product do more than say it is good. They can explain when they used it, the concerns behind their choice and how it differed from their existing routine.
Language from real experience is closer to customers’ questions and hesitations than generic advertising copy. We considered product understanding, prior usage, fit with target customers and the ability to explain experience specifically, rather than fame alone.
We also determined that messages found in the content should carry consistently into ad creative, landing pages and promotions to contribute to revenue, rather than focusing only on content views.
Strategic Approach
- Review influencer candidates with product understanding and real usage experience ahead of follower count
- Check the broadcaster influencer’s existing content and core audience against the brand’s target customers
- Design messages around usage occasions, reasons for choosing the product and differences from existing routines
- Adapt key messages from longer-form content for ad creative
- Repeat consistent reasons to buy across content, advertising, official-store promotions and landing pages
- Operate influencer content as one part of the overall sales journey, not a standalone campaign
Execution
- Identify a broadcaster influencer who knew and had used the products
- Conduct a preliminary interview to confirm usage experience and product-choice context, and organize messages
- Structure content around real usage occasions and routines
- Extend key content messages into advertising copy and creative
- Connect advertising messages to the official-store landing pages and promotions so customers could confirm them
- Compare brand-sale advertising spend, purchases, revenue and ROAS with the previous period
- Review advertising and purchase performance alongside content response
Results
February 2025 brand sale compared with January 2025 brand sale
- Advertising spend -14.5%
- Purchases 427 → 837
- Purchases +96.0%
- Revenue +92.8%
- ROAS 69.0% → 155.5%
Advertising spend decreased while purchases rose from 427 to 837, and revenue and ROAS improved together.
These results are not the isolated effect of a single influencer content piece. They reflect a period in which promotion terms, advertising operations, media mix, landing pages and sales-channel operations worked together.
Purchases, revenue and ROAS improved together during the period when real-user messages were connected consistently across advertising and purchase touchpoints.
What this case demonstrates
Influencer marketing performance is not created simply by hiring someone famous. It requires finding someone who genuinely understands the brand and products, then connecting the language of their experience to the purchase touchpoints customers encounter.
A real-user influencer’s role does not end with making one content piece. Extending customer language found in that content to ad creative, promotions and landing pages turns influencer content from an exposure tool into a marketing asset that helps purchase decisions.
Beyond the performance figures, what matters is the ability to find the right person for the brand and connect that person’s experience to the revenue journey.
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