Driving Awareness and Engagement through Influencer Marketing for a Metabolic Health Brand
Background
A budding brand in the metabolic health space aimed to establish itself as a leading name in the United States and Canada. Recognizing the challenge of building brand awareness across two diverse markets, the brand embraced a strategic and multifaceted marketing approach, with influencer marketing as a key component to increase visibility and engagement.
Objective
To enhance brand awareness, build credibility, and generate valuable user-generated content (UGC) that resonates with the brand's target audience in the U.S. and Canadian markets.
Action Plan
Influencer Recruitment: The brand recruited 46 influencers with varying follower counts—micro, nano, and macro—to create a diverse reach and appeal.
Contract Negotiation: By negotiating favorable terms, the brand secured influencer partnerships that maximized impact within budget constraints.
Streamlined Process: Developed an efficient recruitment and onboarding process to swiftly engage influencers and maintain consistent communication.
UGC Creation: Focused on generating authentic, UGC-style video content to build trust and convey the brand message through relatable narratives.
Results
The influencer marketing campaign delivered impressive results, with high engagement rates and extensive reach across both markets:
Content Produced: 215 pieces, including UGC-style videos and posts.
Posts: 122 posts across various channels.
Creators Engaged: 46 influencers contributed to the campaign.
Impressions: 1.2 million, building substantial brand exposure.
Potential Reach: 2.1 million, extending the brand’s presence across diverse audiences.
Engagements: 31.9K interactions, driving active engagement with the brand.
Conversions: Although direct conversions weren’t tracked through the influencer campaign, the brand experienced a significant increase in performance metrics that underscored the campaign’s success. Retail sales surged by 50%, indicating the campaign’s role in driving consumer purchase intent and supporting sales growth across multiple channels. Additionally, branded search volume saw an incremental lift of 75% year-over-year, showcasing heightened consumer interest and awareness directly attributable to the influencer marketing efforts.
Cost Metrics:
CPM (Cost per Thousand Impressions): $30.14, an efficient spend for the reach achieved.
CPE (Cost per Engagement): $1.15, demonstrating cost-effective engagement.
Total Media Value (TMV): $70.7K, with an Impact Value of 4.6x, showing the campaign’s ability to generate value beyond the initial investment.
Brand Awareness Impact: Estimated at $62.5K, reflecting the value gained from heightened visibility and brand association.
Conclusion
The influencer marketing campaign was instrumental in boosting brand awareness and engagement for the metabolic health brand. By leveraging a diversified influencer strategy, the brand effectively penetrated two major markets, generating high engagement and substantial impressions. The success of this campaign has laid a strong foundation for ongoing brand growth and recognition in the metabolic health space.
