Best Influencer Marketing Campaign
PRovoke Sabre Awards – 2020
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 came to The Cirqle to launch "influencer" as a channel and compare performance against their own benchmarks.
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.
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.
User clicks on content with a CTA to save the offer
Users can add the offer to their mobile wallet
Direct-to-consumer communication & conversion tracking is enabled
User gets notifications in real time
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.
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