Amid the growing debate about the effectiveness of influencer marketing, SUBA and OKIAR, specialized in research and statistics, launch a solution to comprehensively measure the effectiveness of influencers. The methodology, called DIM – Deep Influencer Measurement, aims to provide a new look at how influence can boost strategic indicators for brands, promoting more transparency and reliability in a constantly evolving sector.
“Transparency and effectiveness are essential for the future of influencer marketing, dimensions that DIM covers by providing valuable insights and supporting brands’ confidence in the effectiveness of actions with influencers”, says Fabiana Bruno, CEO of SUBA and working group leader In ABAP and CENP, focused on the self -regulation of the sector.
Based on a methodological tripod, the new solution evaluates the influencer’s image through market research, measures the impact of actions on brand attributes and calculates the Return on Investment (ROI). DIM aims to fill a historical gap in measuring results in influence campaigns, highlighting all measurement stages and overcoming the limitations of traditional content indicators.
“It is not today that the effectiveness of influence marketing and celebrity endorsement is debated. But never has a player been as concerned as SUBA has been about creating a measurement ecosystem that connects strategy with planning and evaluating influence effectiveness. I trust that DIM has the potential to change the performance paradigm in the relationship between brands and the creator economy”, says Walney Barbosa, COO of OKIAR.
DIM also introduces an index that assesses how influencers impact brand attributes such as preference, familiarity and purchase intention, in addition to including an econometric model called IMM (Influencer Marketing Model), which uses data to offer focused ROI analysis in influencers.
From left to right, Walney Barbosa, COO of Okiar, Fabiana Bruno, founder and CEO of SUBA, and Mailson Dutra, VP of Data and Performance at SUBA
The development of the methodology was based on SUBA actions for the Sunless brand, analyzing the performance of influencer Bianca Andrade (Boca Rosa) as an ambassador. The results pointed to an increase of 12 pp in the brand’s familiarity attributes and a ROI of 13%. “The great highlight of this study is that, for the first time, we offer a measurement dynamic that considers the unique variables of influence. What was previously evaluated in a generic way is now analyzed in more detail, allowing us to understand precisely how each influencer contributes to the brand”, says Mailson Dutra, VP of Data and Performance at SUBA.
