The Objective
Proving the ROI of influencer marketing
With low household penetration, this sleep aid brand needed to find a way to increase organic engagement and leverage word-of-mouth to get consumers to try products.
They wanted to measure brand awareness by increasing their engagement rate, as well as creating quality content with the ultimate goal of proving the ROI of their influencer marketing efforts.
The Solution
Targeting 2 different personas
The brand’s team wanted to hone in on different influencer persona types throughout their activations for one specific product line. The back-to-school campaign targeted parents with kids ages 4+ and the adult-oriented campaign focused on influencers 25-35 years old who were passionate about their health.
The brand wanted to use Later’s influencer marketing platform to grow product awareness through high-quality content by:
Express brought its ambassador program to life by redefining the idea of an “influencer” in the context of its customer by using these steps:
- Supporting a variety of themes, product releases, and seasonality;
- Increasing the total number of influencers activated;
- Reactivating top-performing influencers and consumers across the health & wellness vertical.
Running the campaigns
The brand focused on activating micro-influencers at scale to create in-feed posts and Stories on Instagram to drive awareness and increase purchase intent of the sleep aid products. To do this, influencers were required to use swipe-up links to direct traffic to the product page that included a “Where to Buy” button.
The second priority for the brand was to create highly engaging content showcasing how creators prepare for important times of the year (back to school, daylight savings, Sleep Awareness Month, etc.) with the help of their sleep aid products. The brand team was able to repurpose the IGC created from these campaigns on their brand-owned Instagram account.
Due to the legality of product claims, an approval checklist was provided to influencers for them to consult during the content creation process to streamline the draft review process at scale.
The Results
Beating CPG Industry Benchmarks
By activating 217 micro-influencers between both product-specific campaigns, the brand’s campaigns led to the creation of 222 Instagram posts, garnering 607.6K total impressions and 97.7K total engagements.
In addition, the brand surpassed industry averages within the CPG category for both the average engagement rate (10.1%) and the average cost per engagement ($0.36), achieving 17.1% and $0.20 for the back-to-school campaign, and 14.7% and $0.25 for the adult-oriented campaign.
217
Influencers Activated
222
Posts Shared
607.6K
Total Impressions
97.7K
Total Engagements
$0.20
Average Cost per Engagement for the Back-to-School campaign
$0.25
Average Cost per Engagement for the Adult-Oriented campaign