Mueller explains that when About You was founded nobody was really believing in their success. But what made them so successful? "You have to guarantee that everything works what you sell, everythng is good", emphasizes Mueller. Working with influencers is also important, and also the data they were able to collect in the work with their influencers.
How did they find their influencers? Mueller for example looks at the real figures behind the followers - because a huge amount of followers often doesn't mean real followers. "If you pick the wrong influencers, it costs a lot of money, so you have to have close look at them", Mueller emphasizes. No company should just try "a little bit of influencer marketing" - either try it completely or not at all.
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