Influencer marketing has become a powerful force—reshaping how consumers discover and engage with brands. But as it has gone mainstream, many companies are seeing unclear or disappointing results. The question now is how to create campaigns that break through the noise in an increasingly crowded influencer landscape and make visible impact at scale.

The answer? Get precise. Precision influencer marketing is a consumer-centric approach to influencer marketing that drives tailored customer engagements and measurable outcomes through deep understanding of consumer conversations and preferences. In our work with large brands, we have found that well-executed precision influencer campaigns are six times more efficient at reaching target shoppers than traditional influencer efforts, boosting sales by as much as 20% in the first month.

Delivering such results requires a true transformation. CMOs and their teams must lead their organizations on this journey, ensuring that the company develops the necessary capabilities in areas including talent, technology, and operating models. And they must strike the right balance between enabling hyperlocal, grassroots marketing muscle and providing centralized support, guidance, and know-how. Those who do will successfully elevate their precision influencer marketing efforts to maturity and drive impact at scale.

Cutting through the noise

In today’s hyperconnected world, “influencer marketing” is no longer a buzzword—it’s a strategic imperative. Influencers forge authentic, human connections that traditional advertising simply can’t replicate.

According to BCG research, influencers are the top channel through which consumers explore new brands and products, with a particularly outsized impact in sectors with strong emotional value such as beauty and skin care, fashion, pet care, food and beverage, and childcare. In fact, up to 40% of skin care purchases can be persuaded by social media influencers, especially for brands with best-in-class capabilities in influencer marketing. (See Exhibit 1.)