Dulceida, spanish Instagram queen
Aida Domènech, better known as Dulceida, ranks second in the ranking of influencers in Spain with 1.4 million fans, after Jorge Cremades, who has 2.1M. She is the influencer of fashion with more followers in Instagram of Spain. In his account she shares his own outfits and is the inspiration of millions of fans. She has fans all over the world and of all ages but they are mainly girls between 15 and 17 years who are awaiting all the photos and videos shared by Dulceida every day. In some of these post she includes products from brands like Gucci or Dior and also supports charitable causes.
How much can Dulceida earn thanks to marketing?
What started as a hobby by editing a blog has ended up being a way of life. Dulceida could earn about 6,000 euros for every piece of clothing she puts on her blog and social networks, and she post a quite a lot throughout the year. And it also charges the same amount for covering designer parades. She could charge 4,000 euros for sponsoring events in social networks and attending them. Some of its annual revenue comes from being the advertising image of the Rimmel London brand or Carmela Shoes, who could pay at least 300,000 euros. At least, more than 350,000 euros per year. Revenues that are at the level of any TV star or Youtube. Although this income is not a total profit for her, behind Dulceida there is a whole company involved. Sergi Pedrero, his manager, his mother and business agent, a legal team, a fashion journalist, a television camera and four or five photographers.
A more subjetive and close marketing
In this case, Rimmel London has hired one of the most important influencers in the Spanish scene to launch an exclusive product. This is the way these brands have to publicize their products without generating advertising expenses in conventional media such as television, radio or newspapers and magazines.
The added value that brings Dulceida, as well other influencers that share photos of their stylings to a large number of followers, is being a normal person who tells their daily experiences and recommends or promotes a product. They are not professional. It is warmer and closer approach to the consumer than a page in a magazine or a TV advertisement.
New business model
There are agencies dedicated to represent influencers, this agencies help them to build relationships and reach agreements with the brands. Dulceida also makes specific collaborations with the brands and promotes, both in her blog and in her Instagram, products like this Escada perfume. He even promoted his own festival in this social network. And is that one of the future objectives of Dulceida is to create their own line of shoes and promote their own products.