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Gina Tricot
How the Swedish fashion brand Gina Tricot redefined their influencer marketing with Storyclash
Use Cases
Influencer reporting
Report on influencer performance
Influencer monitoring
Monitor & analyze influencers
Influencer content discovery
Discover new influencers & content
About Gina Tricot
Gina Tricot is an emerging Swedish fashion brand that offers the latest clothing trends to women in more than 30 countries. The stated goal is to provide an exciting shopping experience for female customers, regardless of how they shop or how often they shop. Cool, simple, Scandinavian - Gina Tricot's philosophy is to not complicate things and keep them simple. This applies to their designs as well as their working methods. What started as an idea at the kitchen table of the Appelqvist family has grown into an international brand with 180 stores in Sweden, Norway, Denmark, Finland and Germany. The company is based in Borås, a city considered the capital of the Scandinavian fashion industry. The headquarters - a spectacular glass building - is home to more than 200 employees from various departments - from design and purchasing to the marketing team. At Storyclash, we are excited to support Gina Tricot’s influencer marketing team and help them to save time and money with our solutions.
Gina Tricot concept store in Copenhagen © Gina Tricot
Influencer marketing at Gina Tricot
For this case study, we had the chance to talk with Martin Kalasho, who is responsible for Influencer Marketing and Brand Collaborations at Gina Tricot. Martin is an expert for influencer marketing in the colorful Swedish fashion scene, where he has been working for over 5 years. Prior to his current position at Gina Tricot, he worked for the fashion brands Nelly, NA-KD and COS. Martin, by the way, is one of only a few men at Gina Tricot. While the company has about 1,900 employees, about 98% of the workforce are women. As a company, Gina Tricot has chosen to actively invest in and promote women.
Fashion for women by women © Gina Tricot
"Our mission when it comes to influencer marketing is to grow a network of influencers and strengthen relationships by reaching out to new influencers every day," Martin tells us. The important thing is to always identify new opportunities to bring customers closer to the brand. The goal in Gina Tricot's influencer marketing is to increase brand awareness, as well as drive traffic and sales. Gina Tricot is constantly trying to create new collaborations, both with influencers and agencies.
Martin Kalasho
Influencer Marketing & Collab Brand Manager
We use Storyclash in every aspect of an influencer campaign, and we wouldn't be able to deliver the same high quality without their analysis & content tools. You are 10 steps behind in your influencer strategy if you have not seen the power of Storyclash.
The Challenges
Gina Tricot has a highly professional marketing team that consists of several influencer coordinators, content creator managers and social media managers. Having the right people, a smart go-to-market strategy and great products in place is one thing, but the devil is in the detail. And so the challenges ultimately begin in the implementation of their influencer campaigns. Before Gina Tricot relied on Storyclash, there were two specific challenges that we take a closer look at here.
Challenge #1: Keeping Track of collaborations
One major challenge for Gina Tricot's influencer marketing has been the tracking and monitoring of their influencer collaborations. Since a lot of the influencer content happens in Instagram stories, the marketing team faces the problem that this content disappears within 24 hours. To keep track, Instagram stories needed to be manually recorded or screenshotted every day of the week. The task was to use the native apps - like Instagram in this case - and store all content in a database and spreadsheets. With "x amount" of influencers in several countries, this work is of course very time-consuming and hasn’t stopped on weekends. Otherwise content would be lost.
Challenge #2: Finding the best content for their own channels
Working with influencers is more than just using their social media presence to sell more products. The strong partnerships with their creators are also reflected in Gina Tricot’s brand appearance. To integrate influencer content, Martin and the social media team are searching for influencer content to potentially use for Gina Tricot’s own channels. To quickly decide which images, reels and stories from different platforms could be useful for their channels, Gina Tricot needed a solution to have all influencer content available at one click. The alternative has been to scroll through the native social media apps, one profile after the other to find the right posts.
The realisation with Storyclash
In May 2020 Gina Tricot and Storyclash teamed up to improve and automate certain tasks in their influencer marketing. The exhausting job of recording and tracking influencer activities is now done automatically with Storyclash. This not only saves a lot of time, but also increases the quality of the reports. "Since we started using your tool, we really save a lot of time. Before, we manually checked all the influencers we work with to see exactly how the collaboration was implemented. But thanks to you guys, we can just see that with one click." Martin explained. In this report, you can see stories from Gina Tricot influencers. For example, @tippiemaya's story even includes a swipe-up link, which is also tracked by Storyclash. The estimated reach of stories and posts helps to compare different campaigns and time periods. Martin: “I like how easy it is to create the reports and get a quick overview of all the influencers that we have booked for a collab during a certain month.”
Influencer content including Instagram stories + swipe up links © Storyclash
Storyclash also provides various export functions for forwarding and sharing reports within the team: "The reports are shared among my team and also with our marketing department. According to Martin the saved time is mainly invested in sourcing new influencers: "Here we save a lot of time, which we can invest in recruiting new influencers in our focus markets: Sweden, Norway, Denmark, Finland and Germany." Martin also explains another motive why he and his team eventually chose Storyclash, "The reason we chose you guys was also because we wanted to see all the content from our influencers gathered in one place. We love the filter bar that allows us to sort by time period, country or platform." All content in one place with a simple download functionality is a big plus for the influencer team at Gina Tricot.
Re-posts of influencer content play an important role in collaborations. The flash-reports in Storyclash help to find the best content. © Storyclash
Martin Kalasho
Influencer Marketing & Collab Brand Manager
A highlight for us is the wide range of content we can see at a glance. If we like something, we just download it and use it for our own channels.
Summary
The Storyclash technology helps the Swedish fashion brand Gina Tricot with tracking and analyzing their influencer collaborations. With one click, all their influencers are displayed with all content, including Instagram Stories from the past. Gina Tricot's influencer and social media team can easily create reports, filtered by time period, country, and platform, and share them within the team. Instead of manually tracking influencers, the time can be invested in recruiting new content creators and maintaining existing collaborations.
- Influencer content discovery
- Influencer monitoring
- Influencer reporting
Would you like to learn more about influencer marketing and how Storyclash can help you to measure the success of your influencer marketing? Feel free to write us at marketing@storyclash.com or click on 'Request a demo' and fill out the form.
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