Influencer marketing tool
ENGAGEMENT BLOOM WAVE
Delivering data-driven influencer marketing with proprietary AI-powered criteria “IQS”
With the diffusion of social media and video platforms, influencer marketing has evolved into a means of powering the full-funnel business growth of companies from awareness-raising to purchase promotion. However, the selection and assessment of influencers depends heavily on the experience of the person in charge, as it has become increasingly clear that superficial indicators such as the number of followers and engagement are not enough to ensure precise forecasting and validation of effectiveness.
ENGAGEMENT BLOOM WAVE is an influencer marketing tool that offers one-stop support ranging from influencer selection to campaign operation and effectiveness measurement. Revolving around the Influencer Quality Score (IQS), our proprietary AI-powered assessment criteria, it enables influencer planning based on objective data, assisting the comparison and selection of candidates, campaign management and reporting.
By combining all this with the knowledge of strategy planning accumulated within the Hakuhodo DY Group, we support casting and campaign design in line with the objective and brand in question.
Features of ENGAGEMENT BLOOM WAVE
Quality scoring with IQS, our proprietary AI-powered assessment criteria
IQS is an original assessment indicator of the Hakuhodo DY Group that integrates multiple performance criteria with the power of AI to calculate a single reliable score. It precisely determines the organic clout of influencers and their campaign aptitude through an assessment based on six original criteria, not depending on superficial numbers such as followers and engagement.
Six criteria constituting the Influencer Quality Score (IQS):
- Engagement:Quality and depth of substantive response
- Followers:Effective potential reach
- Trust:Evaluation of reliability, security and authenticity
- Passion:Energy and activeness of the influencer
- Contextual:Suitability of the context and compatibility with the brand
- Budget:Evaluation on cost effectiveness and fair pricing
- ※ The screen shows a work in progress.
- ※ Includes some features still under development.
Campaign design driven by data and planning expertise
Hakuhodo DY ONE’s support for influencer marketing is characterized by the integration of ENGAGEMENT BLOOM WAVE into the planning process for campaign design combining data-driven candidate assessment and the expertise in strategy planning nurtured by the Hakuhodo DY Group over the years. Based on the IQS and other indicators visualized by ENGAGEMENT BLOOM WAVE, we support the selection of brand-ready influencers, taking into account various factors in a comprehensive manner, including campaign objective, target audience, brand context and budgetary constraints. We thus aim to create relationships among influencers, brands and sei-katsu-sha that improve brand equity in the longer term.
Influencer selection in line with brand context
Based on the IQS and other indicators visualized by ENGAGEMENT BLOOM WAVE, we make horizontal comparisons of candidate influencers, supporting selection in light of the campaign objective, affinity with the brand, posting context and budgetary constraints, as well as the score itself. We thus enable replicable casting decisions, not solely dependent on the rules of thumb of the person in charge.
Dashboard to support operational efficiency and prompt decision-making
We facilitate the entire actual operation process on a dashboard, including the identification and comparison of candidate influencers, campaign management and reporting. We help the person in charge reduce necessary man-hours, make prompt decisions and improve the campaign by visualizing the progress of the campaign and developments in KPIs.
Integrated marketing platform – CREATIVITY ENGINE BLOOM
ENGAGEMENT BLOOM WAVE is one of the key products of CREATIVITY ENGINE BLOOM, an integrated marketing platform developed by Hakuhodo DY Holdings. Powered by AI technology, this platform ensures one-stop integration and management of different domains including marketing, creative, media and distribution. It also supports sophisticated communication development and business creation across domains by leveraging the vast volume of sei-katsu-sha data owned by the Hakuhodo DY Group.
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Positioning as engagement module
CREATIVITY ENGINE BLOOM consists of five major functional modules, including this product, which is positioned as an engagement module (ENGAGEMENT BLOOM). This module is designed to help improve customer LTV and one-to-one marketing by creating new relational values with sei-katsu-sha and in coordination with the customer data platforms (CDPs) of clients. ENGAGEMENT BLOOM WAVE promotes the value proposition of this module by adopting AI to visualize and upgrade the deep engagement built with influencers.
