This case study demonstrates how brands can use local influencers to promote a local offline service
This week I’m excited to share a unique case study where we successfully leveraged digital influencers to share and promote an offline service. We worked with Carys Martin to raise awareness for her Australian lingerie brand and styling business and the benefits of the perfect fit when it comes to bras, underwear, lingerie, shapewear and basics.
Carys travels around Brisbane to help women find their perfect fit and gives her clients a
Brand: Carys Martin, Australian lingerie brand
Goal: Increase brand awareness within the local community for Carys and her business, drive sales leads and build connections in the community
Strategy: Leverage local influencers in the fashion, beauty, lifestyle and parenting space and invite them to an intimate, offline group event or an at-home styling experience to understand the benefits of a
Key Platform: Instagram
212,980 consumers reached, all based in or around Brisbane
90 pieces of content (and counting)
36 influencer partnerships
A new, flourishing offline network to drive new introductions, collaborations, partnerships and business opportunities
- Social media growth
- New leads which have evolved into group bookings, sales and loyal customers
- Direct revenue and sales referrals from influencers
- Content creation
- Promoting and driving conversions for local services and experiences in the digital space is no easy feat and momentum can be slow, however, it’s not impossible.
- Building relationships and making face-to-face connections is critical to an offline, networking marketing business model. To achieve this with influencers, we created intimate events to engage with them in person to help them understand the benefits of a one-on-one fitting and
- Influencer marketing works best if momentum is maintained after the campaign to help the relationships flourish. Carys has kept in touch with the influencers engaged in this campaign since it wrapped up towards the end of 2016 and is still working regularly with many of them to promote new collections, increase exposure, build connections and drive leads.
- With a hyper-local service like Carys Martin and her Australian lingerie business, influencers with an engaged following in their city are important to ensure the message is reaching people who the service is
- Reporting and ROI analysis is difficult to measure in a business model with a broken digital sales flow, however, transparency, communication and a clear process can help join the dots to between leads and referrals and sales to attribute conversions to an influencer engagement.
So how did influencers share a very personal, private service and experience with their community? Here are just some of the gorgeous posts from influencers who were involved in the campaign...
Barbara McKellar loving the comfort of a well-fitting cami
Brisbane Threads browsing the racks at their at-home pop-up bra boutique
Emily looking gorgeous in
Style inspiration with stylist Laura Churchill
Neutrals and basics with Majella from The
Stripes and blooms thanks to Marie from The Brisbane Girl
Nora knows a gals everyday essentials
Rachel from Redcliffe Style matching her lingerie to her outfit
Renee from Blog Beauty Glam Fashion looking stunning in a stylish black set with gold detailing
Stacey found her perfect fit with Carys Martin
If you want to work with influencers but don't have the time or resources to manage yourself, let us do it for you! Get in touch any time firstname.lastname@example.org to learn more about how we can take your business to the next level with influencer marketing.