New Look Scales its Influencer Management and Doubles its User-Generated Content on Social

New Look aspires to be the go-to destination for fashion that makes women feel their very best self, whenever, wherever. Its confident, fashion-forward designs have inspired millions of customers and attracted a loyal, dedicated following of 1000s of content creators.

However, New Look needed a creator management tool to better scale the passion of its community into word-of-mouth marketing across social media. Also, New Look wanted to leverage its community of customers and brand advocates to produce a greater amount of re-purposable user-generated content (UGC). As such, they’ve prioritized building a brand ambassador program to accomplish both objectives.

New Look partnered with LoudCrowd to build and manage its new ambassador program. The program focuses on:

1. Recruiting high value creators
2. Incentivizing members to post higher numbers of UGC on Instagram and TikTok
3. Managing and rewarding 1000s of content creators at maximum time and cost efficiency
4. Creating a continuously engaging experience to maximize creator value

The goal is to gather more high-quality content from its creator community at scale without adding management costs and time. On top of that, the program is designed to efficiently drive more UGC and brand awareness on social media, particularly on Instagram and TikTok. 

Program Structure: Exclusive Ambassador Program

New Look launched its fully automated, high-end ambassador program in April 2024. It targets valuable nano and micro-influencers to promote the brand. The incentive structure is simple but highly powerful:

• £50 New Look gift card for 3 Instagram feed/Story posts per month
• £100 New Look gift card for 2 Instagram Reels/TikToks per month

At the end of each month, incentives are automatically delivered to creators who meet the post count and guidelines such as tagging @newlook and including #ad.

To grow the program, New Look invited its existing community of thousands of creators. It also promotes the program on its social channels. In the future, New Look plans to launch a dedicated effort across college campuses to recruit potential new ambassadors.

On top of that, to keep the program engaging for its ambassadors, New Look offers content inspiration in the form of campaigns. Most recently, it ran a special summer campaign, called “Let’s Go Shopping.” For the campaign, New Look encouraged creators to shop in stores and show off their new summer outfits in their content, including keywords such as summer, store, and haul. 

In just 4 months, the program delivered astounding results:

Creator Recruitment

The New Look Ambassadors program has received a staggering amount of creator applications. To date, 3,200+ creators have applied to the program, of which over 1,000 creators have been accepted. Given the efficiency of content measurement and incentive delivery, New Look aims to recruit thousands more into the program throughout the year. 

UGC Content

New Look saw a massive increase in UGC across its social channels. New Look increased its Instagram UGC by 84.7% and TikTok UGC by 331%. 

That’s because creators accepted into the program began posting 4X and and 11X more on Instagram and TikTok respectively. 

Overall, the Ambassadors program is now producing 22% of New Look’s total UGC on Instagram and TikTok. 

UGC Performance

Since launch, the UGC has outperformed quality and performance expectations. In just ~4 months, content from the program has delivered:

• 16.72M impressions 
• 502K in earned media value (EMV)
• 8.14% average engagement rate

Influencer CPM & Return on Investment

The costs to generate those posts were nearly non-existent. Using the all-in costs of creator incentives, program members generated content at a CPM of $2.36. That’s roughly a 21X improvement on traditional influencer efficiency, where the average CPM is $50 (and growing).

Therefore, New Look’s Ambassador program, despite being focused on delivering quality content from best-in-class micro-influencers, is delivering an ROI of 12.7X.