Case Study: IGC outperforms brand content

Transcription

1 Case Study: IGC outperforms brand content Influencer generated content (IGC) outperforms branded stock visuals in Facebook ads for UV-iQ Sunscreen by Vitality Brands Social Good stuff

2 THE CHALLENGE CAPTURE, ENGAGE, INSPIRE ACTION In the competitive market of social ads, brands find it challenging to capture and maintain the attention of their target audience. Many brands have difficulty in optimising their spend on the Facebook ad platform. For the ad to perform well, the content has to be engaging. To raise awareness of their new brand - UV-iQ - Vitality Brands partnered with Vamp to trial Facebook ads with influencer generated content (IGC), rather than brand produced visuals. Vitality Brands develops a range of wellness products including Cancer Council sunscreen, Power Super Foods and Well Naturally. They run Facebook ads as an on-going part of their digital marketing strategy. Vamp IGC out-performed the industry and brand averages by a long shot. 11.9x MORE ENGAGING THAN INDUSTRY AVERAGE FOR HEALTH & BEAUTY ADS ON FACEBOOK 1

3 THE CHALLENGE VAMP'S ROLE Vitality Brands leveraged Vamp s content and influencer marketing platform to source the talent, create, rights manage and strategically implement a Facebook ad campaign with high-performing usergenerated assets. Previously Vitality Brands managed their Facebook ad campaigns inhouse. The results of this trial of IGC content for the launch of UV-iQ were compared with previous results they had seen with brand produced stock visuals. 2

4 THE SOLUTION FACEBOOK AD CAMPAIGN WITH (IGC) INFLUENCER GENERATED CONTENT Vamp s content and influencer marketing platform recruited the best influencers to create high quality content for this campaign. Vitality Brands wanted the content to capture the elegance of the product and outline its key features. The freelance content creator and was briefed to create a 15 second video showcasing the application of the product and healthy looking skin. Based on learnings from was instructed to showcase the product within the first 5 seconds of the video. Full creative control was given to the influencer, diverting away from the traditional top-down marketing approach to directing the creation of branded stock visuals. You can see the full video here. Vamp then planned and implemented a strategic Facebook ad campaign using the influencer s content to achieve the brand s objectives. 3

5 THE SOLUTION "The content was authentic and aspirational the influencers were able to tell a product story in a natural setting, demonstrating where and how it could be used as part of their everyday life. " Grace Andrews, Communications Executive, Vitality Brands 4

6 THE SOLUTION FACEBOOK AD PLATFORM CAMPAIGN METHODOLOGY The campaign ran in Instagram only with a 15 second video. The copy incorporated the brand s key messaging and included a link to the product search page on the Chemist Warehouse website. A/B SPLIT TESTS In order to optimise the brand's spend in the Facebook ad platform, Vamp split tested a range of different variables, including: Campaign objectives: Reach* vs. traffic *Reach was the highest performing, achieving the best results for the client's key objective of brand awareness. Audience: Variations of age range and interests Caption lengths: Multiple captions & call to action buttons 5

7 THE SOLUTION INFLUENCER MARKETING CAMPAIGN Alongside the optimised Facebook ad campaign with IGC, Vamp also ran an influencer marketing campaign with seven highly relevant influencers to help increase product recognition and reputation. The influencers were given plenty of time to trial the product before featuring it on their Instagram so were able to provide a true account of their product experience. The product recommendations with influencers are highly respected by their followers. A positive review from a trusted influencer gives brands added credibility and helps them to stand out from the competition. In her post on social gave her authentic testimonial about the UV-iQ in her caption copy: Every single morning. Dreamy skin starts I refuse to leave the house without sun protection and have done so since I was 13 so I ve tried almost everything, and UV-iQ has swiftly become an essential for me. It s SPF50_ without feeling sticky or heavy so it s perfect under makeup it cares for the skin while it protects and it s endorsed by the Cancer Council Australia. In all sincerity, this range ticks every box for me. Applying this every morning is as great a priority for me as a very strong coffee is (big call)." 6

8 THE RESULT THE STATS 801, , ,000+ 1,155+ IMPRESSIONS REACH VIDEO VIEWS WEBSITE CLICKS COST PER THOUSAND (CPM) Vamp achieved a CPM of $6.27 in this paid media campaign. This cost is 2.6x lower than the Facebook/industry average of $16.10 and 7.6x lower than the CPM Vitality Brands had seen with previous campaigns ($47.69). $50 $40 $30 CLIENT = $47.69 INDUSTRY = $16.10 VAMP = $6.27 $20 $10 $0 VAMP INDUSTRY CLIENT 7

9 THE RESULT COST PER ENGAGEMENT (CPE) The paid media campaign achieved a cost per engagement of $0.06, including the cost to produce the video. This result was 33x more cost effective than the Facebook/industry average of ($2 CPE) and 8.8x better than the results Vitality Brands had seen in previous social ads they had run ($0.53). $2 $1.5 $1 CLIENT = $0.53 INDUSTRY = $2 VAMP = $0.06 $0.5 $0 VAMP INDUSTRY CLIENT ENGAGEMENT RATE The engagement rate of Vamp s influencer produced video for this paid media campaign was 11.69%, 11.9x higher performing than the health and beauty industry average. This was also 2.4x the average engagement rate that Vitality Brands have previously achieved. 8

10 THE RESULT "The results from the UV-iQ video far exceeded our expectations. We were able to reach a desired audience through very little ad spend. From these results, it is clear that Facebook is the new form of advertising, giving clearly defined results that cannot necessarily be achieved through traditional methods of advertising. We look forward to using these results to benchmark ourselves against in future campaigns." Grace Andrews, Communications Executive, Vitality Brands 9

11 THE RESULT INFLUENCER MARKETING CAMPAIGN Supplementing the paid media campaign, seven influencers created content showcasing the UV-iQ product and posted on Instagram. Influencers talked about the idea of re-applying UV-iQ throughout the day as well as the skincare benefits of SPF, highlighting the product as part of their everyday beauty routine. 367,740+ 5, % REACH LIKES COMMENTS ENGAGEMENT RATE 10

12 THE RESULT VITALITY BRANDS WOULD CHOOSE IGC OVER STOCK CREATIVE FOR PAID MEDIA AGAIN "Through this campaign and others, we ve noted that the aspirational nature of influencer content produces the greatest engagement," says Grace Andrews, Communications Executive of Vitality Brands. "Influencers are great content creators. They provide a fresh perspective with each interpreting the product and brief in their own individual way." 11

13 CONCLUSION IGC IS POWERFUL Influencer generated content becomes even more engaging when created by high-quality content creators. It is more cost-effective, engaging and scalable than brand produced assets or stock visuals. A paid influencer marketing campaign helps to complement paid media campaigns. Why not leverage an influencer's authentic tone of voice and engaged audience as well as their ability to create highperforming content assets for paid media? The key to a savvy digital marketing strategy is in optimising the content produced by influencers in paid media to make the most of the campaign spend in social ads. Any brand can achieve these higher than industry average results with influencer produced content if the campaign is implemented strategically. VAMP MEDIA Vamp Media harnesses the captivating content created by our talented influencers, melding it into engaging paid-media campaigns that further amplify brands and magnify campaign results. LET'S CHAT hello@vamp.me Website: On AUSTRALIA NEW YORK LONDON DUBAI SINGAPORE HONG KONG