How Chew Toothpaste Bits Runs Environment friendly Influencer Gifting Campaigns I Traackr

Though influencer gifting campaigns have been a staple of influencer advertising and marketing for ages, it’s nonetheless one of many hardest methods to get proper. 

There are three key parts that influence the success and effectivity of gifting campaigns:

1. Discovering influencers: can you discover the appropriate influencers to achieve out to?
2. Content material quantity: can you get influencers who acquired merchandise to put up content material?
3. Content material high quality: can you get influencers to put up good content material that’s aligned with model and marketing campaign messaging?

The stakes for getting these parts proper are excessive. They might make the distinction between a mediocre vs environment friendly marketing campaign, or a low vs excessive return on funding (ROI).

Within the article under, Eva Dunn, affiliate advertising and marketing supervisor at Chew Toothpaste Bits, shares how the sustainable private care model has cracked the code on influencer gifting campaigns. Extra particularly, she shares three methods that her workforce utilized throughout their latest Odor Good Summer deodorant marketing campaign.  

Discover and vet influencers with knowledge

“At Chew, a key concern with influencer seeding campaigns is the excessive potential for waste. If we ship out to a big checklist of influencers with out correctly vetting their pursuits, affinities, and viewers demographics, we’d ship merchandise that can by no means get used or seen. As an organization that actually cares about sustainability, we felt it was essential to reduce this danger as a lot as potential.” —  Eva Dunn, affiliate advertising and marketing supervisor at Chew Toothpaste Bits

Narrowing down a listing of potential influencer companions is not any simple feat. In actual fact, 81% of entrepreneurs say that discovering the appropriate influencers is a key problem for producing profitable influencer advertising and marketing applications.

The workforce at Chew Toothpaste Bits answered this problem with knowledge. Throughout their Odor Good Summer time gifting marketing campaign, they used Traackr to guage:

• Efficiency metrics. The workforce checked out every influencer’s engagement fee and video view fee throughout related social platforms.
• Viewers measurement. The workforce centered on discovering influencers with smaller viewers sizes (nano, micro, and mid-tier) as a result of they’ve discovered that they typically produce extra compelling and genuine content material.
• Model affinity. The workforce set the objective of solely reaching out to of us who’ve labored with or talked about sustainable athleisure manufacturers like Mate the Label and Girlfriend Collective. This ensured that influencers shared of their mission of sustainability, however didn’t have current partnerships with competing manufacturers.

In the long run the workforce narrowed its checklist to roughly 60 influencers! Whereas that is no small roster for an indie model, the thorough discovery and vetting course of ensured that each influencer on the checklist was a terrific match for the model. 

Enhance influencer outreach with clear briefs

“Much like different indie manufacturers, we’re working with smaller budgets, groups, and total assets. That is why it was important that we improve the effectivity of our influencer seeding campaigns at each step of the way in which. This contains every thing from minimizing the quantity of “wasted” product, to shortening the period of time our workforce spends messaging forwards and backwards with potential companions.” —  Eva Dunn, affiliate advertising and marketing supervisor at Chew Toothpaste Bits

Even when your workforce does thorough analysis on each influencer, there may be different components that disqualify them from being companions in your marketing campaign. They may be inundated with requests and unable to satisfy deliverables on time, or they could desire sponsored partnerships over gifting campaigns.

No matter the reason being, it’s essential to get on the identical web page from the get-go. What are they getting, and what do you anticipate in return?

Chew Toothpaste Bits approached these conversations with transparency. Throughout its Odor Good Summer time marketing campaign, outreach messages clearly labeled the marketing campaign as gifted (non sponsored), laid out the specified deliverables, and requested influencers to “opt-in” or affirm they have been pleased with the phrases earlier than continuing. It sounds easy, however at Traackr we’re always stunned by what number of tales we hear about manufacturers sending imprecise outreach messages!

Tip: Traackr has a function referred to as “Studios”, that enables entrepreneurs to create branded touchdown pages for his or her campaigns. Influencers who obtain this touchdown web page can decide in to campaigns, learn inventive briefs, and share their product preferences.

Encourage influencers to put up with branded toolkits

“Within the influencer advertising and marketing group there’s plenty of speak about the best way to steadiness inventive freedom with model messaging in marketing campaign briefs. We would like influencers to do their factor and be genuine! However we additionally wish to ensure our merchandise are offered in a manner that aligns with our model. Our resolution to this was an influencer toolkit.” —  Eva Dunn, affiliate advertising and marketing supervisor at Chew Toothpaste Bits

As a substitute of sending a typical inventive temporary, the Chew Toothpaste Bits workforce determined to take a extra inventive method. They created their first “influencer toolkit”, or, a extremely branded, fantastically designed, info packed pdf to assist influencers visualize what they might create. 

This influencer toolkit contained:

• Temper board-esque slides for every deodorant scent. This included emotive pictures and language that helped describe the scent and feeling of every deodorant. (e.g. contemporary, vibrant, floral, delicate, horny, mossy, and so forth.)
• Free content material guides. One web page was very logistical, outlining the popular content material varieties (Instagram Tales, Instagram Feed, and TikTok) together with Chew’s social handles and the related marketing campaign hashtags and hyperlinks. The second web page gave influencers some common suggestions for his or her content material creation, together with speaking factors (vegan components, comfort, stylish, and so forth) and most well-liked environments for the merchandise to be featured in (not within the toilet however on-the-go, someplace with vibrant and pure lighting, and so forth).
• Product info. On condition that the product is reusable, the workforce determined to incorporate a brief visible information that illustrated the best way to use and refill every deodorant.

If you wish to see Chew Toothpaste Bits’ precise toolkit, you may see the total factor right here. For those who use this as inspiration give them a shoutout (@Chew) — they have been very beneficiant to share this useful resource with our group!

Chew Toothpaste Bits’ influencer gifting marketing campaign outcomes

By incorporating these three methods into their influencer discovery, vetting, outreach, and briefing processes, Chew Toothpaste Bits’ Odor Good Summer time marketing campaign was a significant success!

Extra particularly, this marketing campaign resulted in: 

• A 67% improve in influencer responses
• A rise in influencer loyalty, with a number of influencer posting greater than as soon as
• 50,000 whole impressions, incomes the indie model nice consciousness

And a few prime performing posts got here from influencers like @camilleroseglows, @aimfortheglow, and @hillaryhelennn.

This marketing campaign additionally served as a good way for Chew Toothpaste Bits to establish some new long-term companions. The workforce plans to incorporate the influencers who had excessive loyalty (posted concerning the model continuously) or nice content material in future campaigns, and a few have even been moved into the model’s associates program. And, for the reason that influencer discovery, outreach, and collaboration course of was so successful, the workforce additionally plans to make use of it for its future gifting campaigns. 

If you wish to keep updated on the unimaginable work that the Chew Toothpaste Bits workforce is doing, comply with them on Instagram or TikTok at @Chew! For those who’re curious to study extra about influencer advertising and marketing finest practices from different business specialists, subscribe to our e-newsletter.