How tried and tested Influencer Marketing solutions helped VEGEMITE reach new audiences – despite paid channels driving up CPMs to make budgets cry.
Reaching new audiences is crucial, but when paid channels drive up CPMs and make your budget cry, it’s time to work smarter. Say goodbye to the guessing game because our tried and tested recipe creates data-driven Influencer Marketing campaigns.
For VEGEMITE’s Mother’s Day campaign, our primary objective was to expose the brand to new audiences and drive conversions. To achieve this, we devised a strategy-backed influencer campaign that not only increased brand awareness, but predicted tangible results, and then exceeded them.
Using our Sticki Discovery Tool, we dug deep and identified creators who not only matched VEGEMITE’s target audience but also displayed positive growth indicators across their channels.
We assessed this using our Sticki Index Score, a nifty ranking from 1 to 100 that combines metrics like engagement rate, growth rate, average likes, comments, shares, and more over the last 30, 60, and 90 days.
By handpicking creators with above-industry-benchmark index scores and engagement rates, we ensured that with effective content creation, we could achieve a certain tier of results.
Reverse engineering these numbers helped us set a target CPM, enabling us to measure influencer campaigns alongside our paid search and social campaigns for a holistic performance evaluation.
Meet The Fitzy Twins and see their VEGEMITE campaign content:
Based on our pre-campaign estimates, the target metrics were the below:
We utilised our Sticki Storytelling Method, leveraging psychological “why we buy” drivers and working collaboratively with the creator to craft content that resonated deeply with their audience.
And guess what? The content surpassed our expectations, delivering one of the lowest CPMs we’ve ever seen in the influencer marketing space: $13.
Overall, our campaign exceeded expectations across all conversion metrics, proving that influencer marketing CPMs can indeed rival those of paid channels, so long as proper analysis is conducted beforehand.
Metric: Expected Results | Actual Results | Comparison
- CPM: $25 | $13.04 | +52.16%
- Total Views: 79K | 115.7K+ | +46.46%
- Engagement Rate: 2% | 2.31% | +14.50%
- Cost Per View: $0.025 | $0.013 | 52.00%
Influencer marketing is a powerhouse in the customer acquisition game, generating CPMs that give even the social channels a run for their money.
If you’re hitting a glass ceiling with potential customers on paid channels, it’s time to diversify your acquisition strategy beyond the security blanket of paid social media and search engines.
While creator costs may seem intimidating initially, we promise with the right methodology, this is a channel you’ll regret missing out on!
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