When selecting YouTube influencers to work with, we looked for those focused on a parenting audience. One influencer was a soon-to-be mom and had just announced her pregnancy while two others already had children and are well-known in the YouTube parenting arena with most of their content centered on being a mom. Outside of content focus, the sweet spot for selecting YouTube influencers for the Bouquet Bar campaign were those individual touting 14,000 to 150,000 subscribers with sponsored rates between a few hundred and a few thousand dollars per post. By choosing not to work with macro-influencers, we were about to maintain a small sponsored budget that would still yield a maximum return on investment (ROI).
Power Digital created campaign briefs to send to our selected influencers with key messaging focusing on the interplay between Mother’s Day and Bouquet Bar as the perfect gift. Working with YouTubers, we were able to create original content which would resonate with and appeal to their specific audiences. Further, we generated custom UTM links for every influencer we worked with that they shared within the description of the posted videos or in their Instagram Stories. We were then able to measure the traffic, conversions, and revenue attributed to each in Google Analytics as the end of the campaign to assess direct results.
Finally, we were able to select 14 micro-influencers on Instagram to feature Bouquet Bar in their posts in exchange for free products. Their messaging was focused on referencing Mother’s Day in their captions while describing the Bouquet Bar brand as the perfect luxury Mother’s Day gift that consumers can customize. This group of influencers ranged from mothers who shared content featuring their children, to millennial women that shared content of them gifting a Bouquet Bar product to their own mothers on the holiday.
Leveraging both the video content from YouTube influencers and the image assets from instagram in organic social and paid social campaigns, brought our marketing efforts full circle and tied everything into a complete cross-channel campaign strategy.