57% of consumers have made an online purchase based solely on the recommendation of a social influencer. Why? Because people are likely to trust other people more than brands. With about 20% of all social content being created by influencers, its apparent that brands on social need a clear and concise influencer strategy.
The purpose of TimTam’s influencer program was first and foremost to increase brand awareness amongst athletes, gym-goers, and physical therapists. Secondary to this, the program was designed to grow TimTam’s following on Instagram, to further validate the brand as an industry leader.
TimTam sought to achieve this primarily through in-kind payments of product, so focussing in the micro- and niche-influencer demographics would be key.
After agreeing upon campaign metrics, the next step was to identify potential influencers who had respectable followings on Instagram, matched the brand’s style, and who were likely to actually use the products. From there I managed the entire process, including contacting them with the offer, getting them under contract, arranging product delivery, reviewing and approving sponsored posts, and following up to collect results.
Campaign Results
63 Influencer Posts Published
4,430,000 Total Influencer Followers
303,000 Total Post Engagements
131% Follower Growth