A new skincare brand (hypothetical) launched a ₹899 serum through 40 micro-influencers (10,000–80,000 followers each), each given a unique discount code. In the first month:
Critique the launch: what worked, what did not, what the numbers say, and what the brand should do with its next month's budget.
100 points, 60% to pass.
Reach is not the story; the concentration is. Five influencers drove 70% of orders, and they are the ones who demonstrated use — the format, not the follower count, sold the product. A 21% repeat rate within 45 days is a reasonable early signal for a serum and suggests the product satisfies. Next month: move budget to the top performers and to tutorial-style content, test whether that format works with new creators, and measure cost per first order and repeat rate per influencer rather than reach. Watch for code leakage to coupon sites inflating attribution.