Berlin Fashion Week Partner: Harnessing the Power of Influencers with Lefty

© Ben Mönks / Podyh SS24 Show
© Ben Mönks / Podyh SS24 Show

In the ever-expanding world of influencer marketing, Lefty has established itself as an innovative premium platform that assists brands in optimizing, managing, and measuring their influencer marketing programs. Founded in Paris in 2015, the company revolutionizes the way brands, especially labels, identify and manage successful influencers and campaigns based on its proprietary, cutting-edge technology. Additionally, Lefty offers specialized tools to support brands in analyzing and evaluating their influencer marketing campaigns.

Perfect Match: Which Influencer Fits My Brand?

The continuously updated Lefty database comprises an impressive 20 million influencers worldwide, spanning all social media channels. To efficiently identify the most relevant influencers for their brand, the company has developed an intelligent filtering system. Searches can be conducted based on various criteria such as keywords, audience characteristics, influencer traits, and KPIs. Moreover, each influencer has a profile containing information about the quality, interests, and demographic characteristics of their followers. It also provides an overview of their performance and content from previous campaigns.

Data-Driven Decision-Making

For smaller brands, finding relevant influencers, organizing and analyzing campaigns, and especially measuring outcomes can be challenging. To initiate an influencer campaign successfully, it's crucial to first understand, manage, and analyze it. Lefty provides insights into key metrics, ROI calculations, and more efficient workflows. A timeline ensures targeted content management. Furthermore, brands can create individual campaigns, continuously monitored and evaluated through automated monitoring and reporting tools. This allows for targeted adjustments to campaigns and performance evaluation for both long-term and ad-hoc activations.

The Power of Fashion Weeks

Lefty, in collaboration with Karla Otto, conducted a study examining influencer activities during the Spring/Summer 2024 Fashion Weeks in New York, London, Milan, and Paris. The analysis included brand interactions of 9,500 Instagram and TikTok influencers with over 10,000 followers who tagged various brands and designers during the Fashion Weeks. Influencer campaigns alone generated an impressive $829 million in Earned Media Value (EMV), marking a remarkable 50% increase. The full study is available for download here.