Influential uses RCT testing to prove the impact of creator content
For Influential—the world’s largest influencer marketing agency—using data to prove the impact of working with creators has been key to convincing its brand partners to reallocate marketing spend. The Publicis-owned company has continuously worked with Swayable to adopt a systematic creative testing program that validates influencer spend among its brand partners.
By conducting iterative pre-tests on Swayable’s platform, Influential is able to routinely analyze the types of creators and marketing concepts that positively sway target audiences.
In turn, the company has developed an agile marketing framework for brands, which uses to make the most authentic match between brands and creators, as well as identify social trends to use in campaigns based on their relevance and longevity.
Influential has used rapid randomized controlled trial (RCT) experiments to consistently prove creator content success, across industries including CPG, automotive, financial services, and more.
For example, the agency partnered with Swayable to measure how Super Bowl-themed content for dishwasher detergent brand Finish Ultimate resonated with key audiences. The campaign tapped cooking, comedy, and family influencers to create content illustrating how Finish Ultimate tackles tough messes so hosts don’t have to miss out on game day festivities. Swayable insights proved campaign content effectiveness. Creative featuring a family of influencers drove 21% higher brand awareness than the lowest-performing asset.
The content also topped industry benchmarks for consideration and purchase intent. Influential and Swayable also partnered to further prove the impact of influencer content brands have tested on the platform. The companies ran an AI-powered meta-study—analyzing more than 14,000 RCT experiments deployed on the Swayable platform—to show how creator content in these creative tests outperformed traditional media across all age demographics and industries including CPG.
