Belk: Leading their digital transformation through compelling influencer content

As the DAOR for Belk, iCrossing took the lead in the strategy and integration of paid media channels (paid search, paid social, programmatic), owned (video) and earned (social) to provide an audience approach to marketing.

With the ever changing fashion and beauty industry, Belk’s content needed a revamp to better connect with potential consumers. To elevate Belk’s online presence and digital content, we partnered with several social influencers from the southern region. Armed with high quality influencer content, we knew that a content-led approach featuring well-known influencers would be more compelling than brand-led communication. So we repurposed all influencer content for Belk’s paid and owned channels – driving an increase in online traffic and purchases.

To help support local fashion events and the launch of several new clothing lines, the team developed a multi-platform influencer approach aimed at producing high quality fashion content and reaching a broader new audience. To identify the influencers to be leveraged for each campaign, we partnered closely with a third-party influencer network. The team identified 50+ influencers to create over 200+ pieces of content – each supporting a specific clothing line launch or Belk event. To ensure quality content expectations and goals were met, I developed an in-depth brief that was provided to each influencer. We leveraged an extensive influencer strategy combined with real-time content generation and paid media amplification to execute upon this strategy across Twitter, Instagram, Facebook, Pinterest and Snapchat.

To maximize the quality of content, we repurposed all of the influencer’s content for Belk’s paid and owned channels. From digital banners and video content to their owned social platforms and on their website, we leveraged the content to create a completely integrated digital content strategy.