Influencer marketing is a great way to grow your brand online in an organic way without sounding too promotional.
In this influencer marketing case study, you’ll get to learn why this method of marketing works well and delivers better results than conventional marketing methods.
Together with Americanoize, we helped a client engage over 1 million users (combined) by implementing a powerful influencer marketing strategy.
And guess what?
All of these were pure engagements because we partnered with the right influencers, whom their audiences trusted.
Let’s take an in-depth look at how we did this in our influencer marketing case study.
Influencer Marketing Case Study: The Objective
The goal of our influencer marketing campaign was to help our client grow their digital footprint and gain as many engagements as possible.
Through this, they wanted to stand out from their competitors and increase their chances of generating leads and sales.
They also wanted to target a highly-specific audience based in the United States.
Influencer Marketing Case Study: The Main Challenges
In this section of the case study, we’ll delve into the various challenges we faced while planning and managing our client’s influencer campaign.
1. Specific Target Audience
One of the biggest challenges that we had to face in this case study was that the client wanted to target a highly-specific audience. Our client wanted to target people aged between 25 and 64 who were located in the United States.
As a result, the campaign required some intensive audience targeting. Thus, it was essential to find influencers who catered to that specific market.
2. Fake Influencers
The menace of fake influencers is a challenge for pretty much every brand that tries to dip its toes in influencer marketing.
Partnering with fake influencers would mean wasting your marketing budget and getting sub-standard results.
Even if you do reach a large audience through them, the chances of driving real engagement are quite low. That’s because many of their followers might be bots.
So, when we started looking for influencers for our client, we had to make sure that we were analyzing each influencer profile thoroughly to spot fake followers.
3. Long Campaign Duration
The other challenge was a long campaign duration. Our client wanted us to run their campaign from July to February and deliver consistent engagement.
We needed to partner with influencers to create multiple content pieces throughout the duration. However, the real challenge was to find influencers who would perform well enough all through this long course of the campaign.
So, how did we go about it all?
Let’s find out in the next section of this case study.
Influencer Marketing Case Study: The Process
To help our client get the results they desired, we came up with a powerful influencer marketing strategy. The goal here was to activate as many right influencers as possible to deliver maximum impact.
We decided to partner with only those influencers who could reach the exact audience our client was targeting.
Let’s take a look at how we went about the process in this section of the case study.
1. Scouted for Influencers
The first step of launching this influencer marketing campaign was to find relevant influencers. We decided to approach nano- and micro-influencers.
The reason here was that the audience of these influencers tends to be loyal and more credible. As a result, these influencers were more likely to drive better campaign results.
By partnering with these influencers, our client could reach out to niche audiences, which fulfilled our campaign requirement.
But that wasn’t all.
We also had to ensure that each influencer was truly genuine and drove real engagement. For this, we came up with a filtering approach.
First, we filtered influencers by their engagement rate and only selected those with an engagement rate above 5%.
Next, we thoroughly analyzed each influencer’s profile and shortlisted those who had a good audience quality score (95%). This helped us eliminate influencers with fake followers.
2. Reached Out to Influencers
In this section of the case study, we’ll tell you how we got in touch with influencers for our client’s campaign.
We sent out emails to all of the influencers we had shortlisted and pitched the idea for the client’s influencer campaign to them.
Based on their responses, we took the arrangement forward and recruited 20 influencers for the campaign.
These influencers included:
- 12 Instagram nano-influencers
- 6 Instagram micro-influencers
- 2 YouTube micro-influencers
3. Launched the Campaign
Once we finalized the client’s campaign requirements with the influencers, it was time to finally launch it.
We decided on the content formats for each influencer and platform and asked the influencers to come up with content. The content they created was then approved by the client before they published it on their social media accounts.
We also brainstormed on methods to get traffic to the client’s landing page through our influencer campaign.
Finally, here’s what we decided to do:
- 12 Instagram nano-influencers: 12 Instagram feed posts (1 post each)
- 6 Instagram micro-influencers: 6 Instagram feed posts and 6 Instagram Stories (1-1 each)
- 2 YouTube micro-influencers: 2 YouTube videos (1 each)
We asked influencers to add a “Swipe Up” button to every Instagram Story and link it to the client’s landing page. As a result, we drove traffic to client’s website through six influencer Stories.
4. Managed the Campaign
This section of the case study delves into how we managed our client’s influencer campaign.
We monitored the performance of each influencer, post, and Story over the course of six months. This was to ensure that the campaign was hitting the right spots.
We also allotted a portion of the marketing budget to amplify the reach of our influencer-created content to reach a wider audience.
We prepared a detailed monthly report of the client’s campaign and the performance of each influencer we had partnered with.
Want to learn how the influencer marketing campaign performs?
We’ll share our client’s campaign results in the next section of this case study. Read on to find out.
Influencer Marketing Case Study: The Results
We helped our client get the results they wanted from this campaign, including better brand awareness, increased traffic, and higher engagement.
Through the campaign, we were also able to help the client get more earned media value.
Let’s take a look at the results our influencer marketing drove for the client.
1. Case Study Results At a Glance
Through our influencer marketing case study, we helped our client:
- Engage over 1 million people in six months.
- Generate $160K earned media value (EMV).
- Get an average engagement rate of 4.56%.
- Generate over 207K interactions from influencer-created content.
- Reach over 4.5 million people through the campaign.
2. Numerous Interactions
We generated 207K+ interactions for our client through this influencer campaign, including 205K+ likes and 1.6K+ comments.
We also got our client 637K+ video views solely on Instagram. On average, this meant driving nearly 1K interactions per day.
3. Greater Reach
Our selected influencers created engaging content and we amplified its reach further. In all, our client reached over 4.5 million people through the influencer campaign.
We also got the client a $160K earned media value and a 4.56% average engagement rate.
4. Right Audience Targeting and Engagement
We were able to target, reach, and engage the right audience demographics.
Nearly 41% of the audience our influencer marketing campaign reached was in the age group of 25-34. About 11% of it comprised 35-44 year-olds and 3.6% of it were 45-64 year-olds.
Those were exactly the audience groups that our client wanted to reach.
Let’s move on to the next section of this case study. We’ll answer common questions about running successful influencer marketing campaigns there.
Q1. How do you create an influencer case study?
A. To create an influencer marketing case study, you should first go through the campaigns you’ve run so far. Choose the ones where you delivered great, shareworthy results.
Once you shortlist the influencer marketing campaigns you want to talk about, jot down the strategies, process, and results related to them.
Take screenshots that can act as proof of your campaign success and include them in your case study.
Also, ensure that you cover all important metrics such as:
- Brand’s reach and awareness
- Number of impressions
- Engagement rate
- User-generated content
- Individual performance of each of the influencers
- Number of leads
- Amount of referral traffic from influencers’ posts and Stories
- And more!
Putting all of this together will help you create a sharable influencer marketing case study and help you attract more clients.
Q2. Which brands use influencers?
A. Brands from a wide variety of niches/industries work with influencers, including:
- Fashion industry
- Beauty industry
- Health and fitness industry
- Travel industry
- Food industry
Q3. How much should I pay influencers per post?
A. The amount you pay an influencer for every post depends on a number of factors such as:
- Their engagement rate
- The number of followers they have
- The number and types of posts you want them to create
- Whether or not you want the rights to repurpose their content
Typically, a micro-influencer charges about $250-$500 per post. On the other hand, a mega-influencer may charge thousands of dollars for one post.
Q4. How do influencers get paid?
A. There are numerous ways through which you can pay influencers including:
- Monetary compensation
- Social media shoutouts
- Free goodies
- Affiliate commissions per lead or sale
Most brands use a combination of these payout options to pay influencers.
Q5. How do I ask for an influencer’s rate?
A. You can ask for an influencer’s rate by sending them a message or an email.
All you have to do is specify your campaign requirements and expectations, and request a quote from them.
Q6. How much does influencer marketing cost?
A. One of the best things about influencer marketing is the flexibility it offers with its costing.
You can plan and run influencer campaigns with the smallest of budgets by partnering with nano- and micro-influencers. In this case, you’ll have to limit the number of content pieces and the duration of your campaigns.
On the other hand, you can also run big-budget influencer campaigns by partnering with mega-influencers or multiple micro-influencers. This will help you expand your reach significantly.
While some of the nano-influencers might be willing to work in exchange for a shoutout or free products, celebrities may charge millions per post.
Q7. How much do nano-influencers get paid?
A. Most nano-influencers get paid between $50-$100 per post.
Many of them also work in exchange for free products or services without any monetary compensation. Some of them might also work as affiliates.
Q8. Is influencer marketing effective?
A. Yes, influencer marketing is a highly effective way of promoting your brand online.
Influencers can help you drive real results in terms of reach, number of impressions, user engagement, leads, website traffic, and more.
As you saw in this case study, we engaged over 1 million people through our campaign. You can achieve similar results by using the right strategy, influencers, and social media channels.
Ready to Replicate the Results Discussed in This Influencer Marketing Case Study?
This case study is proof that influencer marketing is a very effective mode of promoting your brand online.
Together with Americanoize, we successfully helped our client boost their reach and engagement through our influencer campaign.
We were also able to drive a significant amount of traffic to their landing page. This, in turn, helped us boost their lead generation efforts.
However, our campaign was successful because we thoroughly vetted each influencer. Additionally, we reviewed every post they created and optimized the campaign to deliver maximum returns.
Do you want to replicate the campaign success discussed in this influencer marketing case study? Check out our influencer marketing ebook to learn how to run your campaigns efficiently.