A STUDY ON THE EFFECTIVENESS OF INFLUENCER MARKETING AND KEY PERFORMANCE INDICATORS FROM A BRAND PERSPECTIVE: “PILGRIM CASE STUDY"

Abstract

The digital revolution fueled by technological advancements has transformed the landscape of marketing, rendering traditional strategies obsolete. As consumers increasingly engage with social media platforms, marketers have shifted their focus towards influencer marketing as a cost-effective means of reaching wider audiences. However, there remains a lack of clarity on the effectiveness of influencer campaigns and how to measure their impact accurately. This research project seeks to address this gap by evaluating the effectiveness of influencer marketing using various Key Performance Indicators (KPIs) and analyzing their impact on brand performance. The study aims to provide actionable insights and best practices for brands, using PILGRIM Company as a case study to uncover insights into optimizing influencer marketing strategies. The research begins by contextualizing the evolution of marketing strategies in response to technological advancements and economic shifts, highlighting the rise of influencer marketing as a pivotal strategy in the digital age. With the exponential growth of social media usage, influencer marketing has emerged as a powerful tool for brands to connect with their target audience effectively. The study aims to address the challenge faced by brands like PILGRIM Company in accurately evaluating the effectiveness of influencer campaigns. By analyzing key performance indicators (KPIs) such as engagement rates, conversion metrics, and brand sentiment, the research seeks to provide a comprehensive understanding of influencer marketing's impact on brand performance. The objectives of the study are outlined to evaluate the effectiveness of influencer marketing, analyze diverse KPIs, and provide actionable insights through a detailed case study analysis involving PILGRIM Company. By focusing on these objectives, the research aims to equip brands with the knowledge and tools necessary to optimize their influencer marketing strategies and maximize their impact on brand performance. In the conclusion, the research findings are summarized, highlighting the advantages of collaborating with nano and micro influencers for optimizing influencer marketing budgets. The study underscores the importance of strategic alignment with overarching marketing objectives and calls for further research to explore nuanced effects and evolving trends in influencer marketing. Overall, this research project offers valuable insights into the evolving landscape of influencer marketing and provides practical guidance for brands seeking to leverage this strategy effectively in the digital age