How It Began
As a shopper marketing agency, we’re always looking for new and creative ways to help our partners grow and stand out at retail. We saw opportunities for our long-term CPG partner Country Bob’s to elevate their brand presence and connect with new audiences in meaningful ways.
Our solution was introducing a tailored influencer program – the perfect way to showcase their products through authentic storytelling. Here’s how we implemented a strategy unique to their brand.
Challenges with Traditional Influencer Agencies
Working with influencer agencies often came with high minimums and a fixed network of influencers, whose accounts didn’t always align with the Country Bob’s brand or needs.
That’s why we helped them build a customized, in-house influencer program—designed to be both cost-effective and highly targeted.
Developing the Program
We carefully researched and vetted influencers that aligned with Country Bob’s brand identity and goals. We found that building personal relationships with influencers improved collaboration and content quality year-over-year. Over time, we built upon and refined the process by introducing:
- Brand standards and guidelines for each SKU
- Contracts to ensure clarity and professionalism
- Content calendars to streamline planning and execution
Maximizing Impact Through Collaboration
We integrated influencer content into Country Bob’s broader marketing strategy, ensuring a seamless and engaging experience for their audience. This approach not only enhanced brand awareness but also increased engagement by showcasing the products in real-life settings. We leveraged influencer-generated content, both organically on social platforms as well as in paid ads to drive traffic and increase sales.
Pro Tip! The key to a successful influencer campaign isn’t just finding creators—it’s finding the right creators. Look for influencers whose audience, tone, and content style naturally align with your brand. Authenticity drives engagement, and engagement drives results.
Why It’s Successful
Influencers bring fresh ideas, creativity, and authenticity that give credibility to Country Bob’s and feel more genuine to their audience. As experts on their platforms, they understand what resonates with their audience, ensuring that product placements fit in seamlessly and organically with their content. We utilized their content to amplify key promotions like coupons, giveaways, and other campaigns to boost credibility and visibility.
Results That Speak Volumes
When influencer content was first introduced to our ad strategy, the average CTR increased approximately 78%. Over time, influencer ads consistently achieved 2-3x more clicks compared to other branded content. This was on par or above other typically high-performing content such as giveaways or rebates.
While we always want influencer content to be eye-catching and engaging, it also needs strong data to back it up. Through our process, we’ve been able to identify the right partners, optimize our content, and grow the program with continued success.
Discover how we supported Country Bob’s new product launch in over 800 Walmart stores.
How We Can Help Your Brand
Want to take your brand’s reach to the next level? Our expertise in influencer marketing can help you:
- Find the right partners
- Streamline your process/onboarding
- Increase awareness
- Drive sales
- Deliver fresh, engaging content
- Analyze results
