CASE STUDIES
Routinely
Routinely

Routinely lowered CPA by 39% and increased RoAS 1,4x

ROUTINELY, a vegan and cruelty-free skincare lined created and produced in Switzerland, offers the most effective way to deliver pure, potent ingredients straight to your skin. Through a quick online skin ID test on the website, Routinely can recommend a custom set of serums that fits a person's specific skin profile and skin ambitions. Routinely utilized The Cirqle's influencer marketing software to launch "influencer" as a channel and improve performance.
139%
Roas
-39%
CPA
4.5 million
Impressions
Routinely lowered CPA by 39% and increased RoAS 1,4x
CLIENT
Routinely
Location
Amsterdam, Netherlands
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The Cirqle's focus on influencer performance is unique in the market and enabled Routinely to drive outsized returns in comparison to our own performance on social. Their software and technology platform is the perfect bridge between producing creative assets/UGC and performance by enabling us to send the creative work straight to the FB Business Manager from within their interface. Tracking performance becomes a breeze and running optimizations is intuitive.
Damien Poelhekke
Damien Poelhekke
CEO of Routinely
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Background

Routinely leveraged The Cirqle's discovery and collaborations feature to recruit and acquite influencers between 18-39 years old. The brand wanted to understand the pain and frustration the influencers followers may have in finding the right skincare products for their individual needs. The brand's goal was to have influencers speak about the challenges revolving around skincare and how Routinely helped to overcome these challenges in a format that we call: problem --> solution --> result. Routinely managed to contract creators through The Cirqle in a matter of 48 hours. Creators who have a real connection with Routinely and felt a genuine connection to their mission of personalised skincare without compromising care for animals, the planet and sustainability.

139%
Roas
-39%
CPA
4.5 million
Impressions
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Strategy

The social platform of choice for this program was Instagram and the following post formats were created across the creators: IG Reels, IG Stories, IG Carrousel and IG In-feeds to support the paid strategy following the release of the organic influencer creative. Creators were invited to complete their individual Routinely test online for their custom serum recommendation. Influencers were also asked to submit a selfie with the product visible within 48 hours of receiving product order delivery. The creative assets produced by the creators were also used in Routinely's owned channels (Instagram and/or website) as a form of advertisement, crediting the influencers handles.

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Results

Ultimately, the campaign helped Routinely identify, select and contract well over 15 influencers in a matter of 48 hours. The performance of the organic creative was triple the benchmark engagement rate that we see in the beauty industry which indicated strong performance for the paid portion of the program. The organic performance of the influencers post drove around 10% of the total program's impressions (32.000 impressions), a 3x above benchmark engagement rate of 8,6% and 2000 clicks to site. The paid performance of the program however drove outsized returns in delivering a -39% efficiency in CPA and a 139% increase in RoAS. Also, the paid performance program leveraging the creators handles as channels, drove well over 4 million impressions, 455.000 engagement points (likes and comments) and 33.000 clicks to site.

Routinely lowered CPA by 39% and increased RoAS 1,4xRoutinely lowered CPA by 39% and increased RoAS 1,4x

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“Adding Influencer Marketing through The Cirqle into our media mix enabled us to achieve significantly better results compared to our business-as-usual campaigns, and decrease the overall cost of media (CPA) while increasing RoAS.”
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Alex Adamson
SVP of Digital Marketing
“Creator led marketing strategies are key for advertisers that want to avoid fatigue and drive performance from their campaigns. The Cirqle is instrumental for us in driving these initiatives.”
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Marc Judlin
Monetization Partnerships
“At LOOKFANTASTIC, we see the creator space as a huge opportunity within our paid marketing campaigns and are delighted to have driven such strong results through our continuous work with The Cirqle.”
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Cal Salvaggio
Global Head of Paid Media – Beauty
“An efficient and effective way to work with and scale influencer marketing. The briefing process for brand and influencer are both straightforward. Great overall performance management from influencer relations to reporting.”
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Jaimee Hulsmeyer
Social Media and Influencer Manager
“The Cirqle's platform demonstrated its potential in terms of saving time, reducing costs, and facilitating the scaling of Partnership Ads.”
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Ozge Sonmezoz
Senior Performance Marketing Manager
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Matteo Petruzzellis
Director of Digital & Sales
“We enjoyed the experience of working together on our seasonal campaign and thought the results were on par with expectations. The Cirqle does well at pushing the needle and meeting all deadlines set out at the onset of a campaign.”
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Liam McGurl
Social Media Manager
“Adding Influencer Marketing through The Cirqle into our media mix enabled us to achieve significantly better results compared to our business-as-usual campaigns, and decrease the overall cost of media (CPA) while increasing RoAS.”
Alex Adamson Profile Image
Alex Adamson
SVP of Digital Marketing
“At LOOKFANTASTIC, we see the creator space as a huge opportunity within our paid marketing campaigns and are delighted to have driven such strong results through our continuous work with The Cirqle.”
Cal Salvaggio Profile Image
Cal Salvaggio
Global Head of Paid Media – Beauty
“At LOOKFANTASTIC, we see the creator space as a huge opportunity within our paid marketing campaigns and are delighted to have driven such strong results through our continuous work with The Cirqle.”
Cal Salvaggio Profile Image
Cal Salvaggio
Global Head of Paid Media – Beauty
We are very satisfied with how The Cirqle helps streamline and scale the process of running influencer marketing and the deployment of Paid Partnership ads.
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Paulina Nordgren
Marketing Executive
“Extremely fast delivery of high-quality campaigns across our key markets with a steady stream of successful campaigns resulted in a year-long commitment.”
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Alex Garcia
Sr Analyst/Strategist
“We are very satisfied with how The Cirqle helps streamline the process of running partnership ads.”
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Paulina Nordgren
Marketing Executive
"Quickly adding and scaling Influencer backed Paid Partnership ads in our marketing mix was extremely easy with The Cirqle. We were able to scale spend and decrease our CPA in the 1st month by an incredibly 20%. We’re excited to keep the momentum going!"
Luke Raben
Growth Manager
“Extremely fast delivery of high-quality campaigns across our key markets with a steady stream of successful campaigns resulted in a year-long commitment.”
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Alex Garcia
Sr Analyst/Strategist - Social Media
“The Cirqle helped us to quickly scale up our Paid Partnerships campaigns with almost no effort. We were able to expand our asset library with just a few clicks and drive up ROAS during peak moments.”
Arlette Coenradi
Digital Marketeer at Stoov
“The Cirqle offered a turnkey influencer strategy that allowed us to successfully execute our first-ever Affordable Care Act (ACA) Open Enrollment awareness campaign.”
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Sarah Abboud
Director of Communications
We are very satisfied with how The Cirqle helps streamline and scale the process of running influencer marketing and the deployment of Paid Partnership ads.
Paulin Nordgren Profile Image
Paulina Nordgren
Marketing Executive
“The Cirqle's focus on influencer performance is unique in the market and enabled Routinely to drive outsized returns in comparison to our own performance on social.”
Damien Poelhekke Profile Image
Damien Poelhekke
CEO
“Extremely fast delivery of high-quality campaigns across our key markets with a steady stream of successful campaigns resulted in a year-long commitment.”
Alex Garcia Profile Image
Alex Garcia
Sr Analyst/Strategist

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