Organic reach has become an unpredictable element in social campaigns. With the Instagram algorithm ditching the chronological feed and huge amounts of content competing for attention, there’s no guarantee a post will land with its intended audience. Brands used celebrities with large audiences to try and combat this, but now realise that they lack the authenticity, relevancy and trust of influencers with smaller followings.
Now brands are capitalising on a new strategy to combine relatability of influencer campaigns with guaranteed reach, by boosting posts with paid media. Influencer marketing platform Vamp used this strategy when its client, cosmetics brand Rimmel, wanted to build social buzz for a product launch.
For the launch of its Ultimate Jelly range, Rimmel wanted to drive mass awareness, product advocacy and consumer engagement. The brand needed a campaign that could encourage consumers in-store and generate sales for the product, so they turned to Vamp and its community of influencers.
Vamp used a two phase strategy to meet Rimmel’s objectives.
20 influencers created and posted Instagram image carousels and Stories sharing their experience of the product, incorporating the key messages and product benefits. With the freedom to use their own tone of voice, the posts felt genuine and credible.
Instagram Stories used the ‘swipe up’ feature so influencers could actively drive their engaged follower to e-commerce sites.
Following the influencer campaign, Vamp amplified the seven most high-performing pieces content into social ads. This paid media phase was designed to extend the impact of the influencer content and reach a wider audience, depending on their age, gender and location demographics. Rimmel’s core customer was targeted through data-led placement. By amplifying the selected content, Vamp was able to monitor the performance of the posts and adjust any content if needed.
“This campaign delivered on every objective set. Vamp’s influencers brought Rimmel’s #ReadyForThisJelly campaign to life in an authentic way and the content clearly resonated with our target audience,” says Siobhan Kelly, Brand Manager at Rimmel London. “We have been impressed by the quality of the assets created - and by the low cost per click Vamp were able to achieve.”
Engaging influencer content
The quality of content was so high it achieved an average engagement rate of 3%, 249% higher than the Health & Beauty Industry benchmark. Thanks to its on-brand aesthetic and high production value, Rimmel were able to seamlessly regram this content in their own channels.
Instagram Stories were equally as engaging with 81% of followers completing the frames and 1.3K swiping up to visit ecommerce sites.
Highly successful targeting
The boosting drove further results. Millions were reached and targeted audiences responded with an average engagement rate of 26.5% and over 10,000 posts were saved. The most successful boosted post generated 1,652 clicks alone and an incredible engagement rate of 41.7%.
A total of 8,252 clicks were achieved from boosted posts, driving the cost per click price down to £0.61, which is 2.6x lower than the industry average.
Find out how Vamp did it in this video