Benefit has announced the creation of a new in-house influencer agency as the company ploughs more money into the lucrative marketing channel, according to a report by The Drum.
Aimed at bridging the gap between its marketing teams and digital influencers, the new investment in the channel will allow Benefit to better allocate its budget in order to see return on investment.
The new division to be headed up by Annie Harrison, Senior PR and Influencer Manager, initially launching in the UK with a possible future roll out into other markets.
According to Harrison, there will be 14 people within the department at peak campaign times. There will be a key focus on tracking posts created by content creators, while also looking at those that have perhaps not been been contractually agreed.
Having previously spread its influencer focus across its PR & Digital teams, the new hub will be independent while also being a ‘collaborative space’, according to Harrison. She said, “By joining both the PR and digital skillsets, we hope will be the key ingredient to set us up for great success to achieve our global KPIs.”
The move follows a regulatory crackdown on fraudulent activity within influencer marketing, with the company responding to the backlash over the transparency of gifting by brands to influencers.
Harrison said, “For this reason, we will encourage our influencers to use a #GiftedbyBenefit hashtag for products, gifts, services, trips, hotel stays, etc, in order to comply with the CMA regulations, should the influencer choose to post about anything about it.”
The company is currently looking to employ a digitally-native employee to working with the full time team. According to Harrison they are looking to recruit someone that “will bring more of an analytical skillset” and develop a “best-in-class reporting metric.”