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~ Pattern ~

SELLING

SOCIAL

TO THE

WORLD

Text: Joanna Perry, Global Head of Marketing, Pattern // Photos: Pattern

Marketplace seller Pattern is increasingly working with influencers to drive sales on both
Amazon and Tmall. Below we explain how such campaigns can engage new customers in
different markets around the world.

ith 3.6 billion consumers around the world to our Amazon listings in North America, Europe and the
using social media, and this figure expected Middle East.
W to rise to 4.4 billion by 2025, it seems obvious
that social platforms are a great place to find and recruit Influencer marketing is often thought of as being activity
new customers. at the top of a brand’s marketing funnel to raise awareness
of products and brands. As we explain below, when done
Of course, any brand can directly advertise on these platforms correctly, it can also directly drive online sales.
to drive traffic to its marketplace listings and stores.
However, given their social nature, we find that working Optimising Influencers
with influencers to engage their curated audiences on these Whether we are working with KOLs in Asia or influencers
platforms is a shortcut to finding consumers who are most in the West, we apply some of the same principles to
likely to convert to customers. maximise the return on the campaigns we run.

This marketing technique is already well established in China Goals: The first step to building a successful influencer
and other Asian markets, where Key Opinion Leaders (or campaign is to understand your objectives and budget to
KOLs, as influencers are referred to there) play a crucial role ensure your ROI is achievable. This will also determine the
in the marketing mix for many brands. We are now rolling social channels and influencers you choose.
out similar campaigns using Western influencers to drive sales

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