Around 90% of Americans buy candy for Halloween. How do you increase the household spend for your brand’s product? By driving consumer loyalty with influencer content, targeted media amplification and audience data.
Overview
We had influencers focus messaging on family fun during the Halloween timeframe, in a multi-retailer candy campaign aimed at increasing household spending. To measure the impact of the program, Collective Bias enlisted Nielsen Catalina Solutions, who paired retailer frequent shopper card (loyalty card) data with our first-party audience pixel data.
After weighing exposed households (Test) vs. unexposed households (Control), this is what the independent study found:
Proving ROAS for influencer marketing is a common problem many brands face, as it’s hard to relate impression to actual product sales. A retail sales lift analysis, comparing year-over-year sales results during a set time frame with test and control store, can be an excellent way to show that your influencer spends produced results.
Collective Bias worked with a Laundry Detergent brand to determine the ROAS for a 75k influencer marketing program. During the timeframe aligning with the influencer activation, sales across this brand in test regions were up $233K when compared to control stores. The sales in the control regions were $8.00MM, while the sales the the test regions were $8.23MM, resulting in a 3.1x ROAS for the client.
US adults spend an average of 3 hours and 35 minutes per day on mobile devices. By 2019, mobile will surpass TV as the medium attracting the most minutes in the US. It just makes sense to use mobile activity as a way to measure the impact of influencer marketing and media amplification.
For this campaign, influencers focused on holiday recipes which incorporated our client’s product. Influencer content was promoted through targeted paid media amplification throughout the program. To measure the impact of the program, we enlisted a 3rd party partner — who specializes in quantifying the impact of content and ads on in-store visits by collecting data from mobile panels as they visit geo-fenced locations.
The traffic data from the program period was paired with CB’s first-party audience pixel data, and after weighing exposed households (Test) vs. unexposed households (Control) this is what the independent study found:
There’s no scarcity of recipe content on the internet. You name it, you can find it. Chocolate-covered brussels sprouts? A recipe probably exists. To successfully drive purchase of a food product, your recipe content needs to stand out among the plethora of options on Pinterest, YouTube, Blogs and Instagram. Our client’s crowded category demanded differentiated content from its influencers, and our talented creators were up to the challenge.
Collective Bias and its client determined that influencer content could be a powerful tool for educating consumers attempting to make healthier cooking choices. Our client’s product was featured as a key ingredient in better-for-you recipes, and messaging focused on education and differentiation within the crowded cooking oil category. As a result, influencer content and targeted media delivered quantifiable impact at the store level — when studying purchase patterns of test regions (those exposed to content) vs. control regions (those not exposed to content).
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