Client Case Study: Successful Influencer Campaign for a South African Consumer Goods Brand
Background
The client (a South African Consumer Goods Brand), a company new to influencer marketing, decided to test the waters by partnering with an influencer. They collaborated with Coral Communications, an award-winning public relations and marketing agency to identify the right influencer, manage the process, disseminate content strategically, and monitor and analyse performance. The goal was to increase brand awareness, generate new enquiries and leads, and ultimately boost sales.
Campaign Objectives
The primary objectives of the campaign were:
To increase brand awareness.
To generate new enquiries and leads.
To boost sales through influencer marketing.
Our Approach
Influencer Selection: The agency identified an influencer with a strong and engaged following on Instagram. The selected influencer had 69,000 followers, making them a perfect fit for the campaign's objectives.
Content Creation and Approval: The agency managed the entire content creation process, from brainstorming ideas to developing the content and getting client approval. The chosen content format was a single Instagram reel, which was anticipated to have a significant impact.
Content Dissemination: The reel was strategically shared on both the influencer’s and the client’s Instagram profiles to maximize reach and engagement.
Campaign Execution
Instagram Reel Performance: (at the time of this post)
Views: 41,400
Reach: 27,005 accounts
Reshares: 386 times (one of the most reshared videos on both the influencer’s and client’s profiles)
Engagement Rate: 10.2% (calculated as (likes + comments + shares) / total followers)
Results
The campaign exceeded expectations in multiple areas:
Increased Brand Awareness: The reel reached 27,005 accounts, significantly boosting The Client’s brand visibility.
Engagement: The high engagement rate of 10.2% indicated a strong interest and positive reception from the audience.
New Enquiries and Leads: The increased visibility and engagement led to a surge in enquiries and leads for The Client.
Sales: The campaign's impact was also reflected in increased sales, demonstrating a clear return on investment (ROI).
Return on Investment (ROI)
The campaign's success was evident in the measurable outcomes:
Brand Awareness: Achieved through a substantial reach and high engagement.
Leads and Enquiries: Directly resulted from the campaign, with many new potential customers reaching out to The South African Consumer Goods Brand.
Sales: The ultimate goal of increased sales was met, showcasing the campaign’s effectiveness.
Conclusion
This influencer campaign demonstrated the power of strategic influencer marketing in achieving significant brand awareness, engagement, and sales. For this South African Consumer Goods Brand, this initial foray into influencer marketing proved to be a resounding success, validating the decision to invest in this modern marketing strategy.
Why Work with Coral Communications for Influencer Campaigns?
Partnering with Coral Communications, an award-winning agency can maximize ROI for influencer campaigns through:
Expert Influencer Matching: We have the expertise to identify the perfect influencers for your brand and objectives.
Content Development: We manage the content creation process, ensuring high-quality, engaging content.
Strategic Dissemination: Our expert team knows the best practices for sharing content to achieve maximum impact.
Performance Tracking: We provide detailed analytics to measure the success of the campaign and make data-driven adjustments.
Efficiency and Effectiveness: We streamline the entire process, saving time and ensuring that the campaign goals are met or exceeded.
Investing in a professional agency for your influencer marketing efforts can ensure a well-executed campaign that delivers measurable results, just as it did for our client. Contact us today to elevate your brand’s presence through strategic influencer marketing!
