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Chupa Chups Company got huge success and within five years, the sweets were being sold in , outlets. In , 4 billion lollipops were sold in countries in a year.
In the later stage of its marketing strategy, celebrities like Madonna were hired to advertise the product. Chupa Chups is easing itself into an influencer economy that some industry observers believe is about to buckle under the weight of its own contradictions.
The brand has increased how much it spends on influencer marketing without knowing about the delivers. Talent agents are more frequently to using the CPE metric to set rates for their clients, but they are not using it solely as a means of selling influencers to brands.
The product manager Ruxandra Maria stated that the company expect influencer activity is to convert into sales directly at this early stage.
Fraud in the marketplace is common and extreme enough. Thus, it is highlighting why the brand has tried to remain vigilant with regard to the quality of the influencer, effectiveness among users, attention of users and the value to the business.
Before working with any influencers, the brand plans to do more due diligence for moving forward. It includes a closer look to the content that they are posting related to products and how they interact with their fans such as the consistency across the videos, the post of the influencers will be one area of the marketing strategy, which tends to its marketers home in on.
Three years after with its first influencer, Chupa Chups has yet to commit wholeheartedly to a technique that the unfettered growth of the social media has warped.
That mentions for their brand. They achieved 86 percent from the marketers. They admitted that they do not know how the influencer fees are calculated.
In a world of obsessive reach and scale, it seems that the word lifestyle matched with the number of fans and followers. It is seem to be the main criteria of marketing.
The former head of culture and entertainment, Leila Fatar stated that some marketers decided that whether the influencer is right for their brand or not.
S he is launching a new marketing venture named Platform The company looks at the influencer work as wider contribution to the campaign itself so they do not pay them based on each individual input using cost per thousand or cost per engagement model.
Chupa Chups pays its You Tube influencers fees based on their overall contributions to campaigns.
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