Influencer Marketing – Sugar Momma, Humboldt Distillery & Glendalough Gin

We knew there was an opportunity to tap into our network of micro- and macro-influencers to build our clients’ brands online through meaningful engagements. We connected with a few of our alcoholic beverage clients to test the value and success of varying types of influencer marketing strategies. We engaged Sugar Momma Wines, Humboldt Distillery and Glendalough Gin in an exciting influencer marketing pilot program to build brand awareness and drive sales.

EXECUTION

After our strategy call with each brand, our creative team began a search through our vast network of pre-screened influencers. Our team spent extensive time and care reviewing our portfolio for the perfect influencer for each brand to ensure the correct audience was reached. We provided a “look book” to each brand for approval and the brands were delighted with the representation we put together specifically for their needs and goals.

To prepare the influencer for an authentic and educated post, we provided a campaign brief to include, but not limited to, the brand’s campaign goals, brand and product information, and length of time to collect photo and story post insights. Influencers also had freedom of creativity to make their posts personal and best drive followers to engage and/or take action.

Following several days of the posts being live, we collected detailed data to analyze the effectiveness of the post. We were able to use our current software to simplify the collection and analysis process. We tracked and recorded valuable insights from influencer pages, including likes, comments, content reach, impressions, interactions and the success of the date and time posted.

RESULTS

The success of our pilot program was very rewarding. We were overwhelmingly satisfied that the influencers’ posts reached thousands of new target consumers and markets.

Glendalough Gin’s campaign included one post, one story and one IGTV to promote the brand. Their total Instagram post impressions was 7,064, with 38% of impressions from hashtags alone. Their Instagram post reached a total of 6,497 accounts and received a grand total of 1,958 likes.

Our results also showed that Sugar Momma’s Instagram post had more impact than the Instagram story. The influencers’ Instagram photo posts produced a total of 4,990 impressions, while the influencers’ Instagram stories had a total of 1,342 impressions. To note, these figures are “5x” more exposure than in-store demos receive and to a more targeted audience!

Humboldt’s influencers received a total reach of 2,623 on their Instagram post, which displays how many actual unique accounts viewed the post. Out of the total who saw it, 37.5% of accounts interacted with the posts. Overall the Humboldt Instagram posts had 2,840 impressions!

We were glad to expose the product to those we can’t reach in their social channels. – Humboldt Distillery

CONCLUSION

Overall, the total impressions made were beyond our projected goals for our pilot program. It proved to our clients and us that our influencer marketing service is a true value and proven strategy to grow a brand’s reach and sales with authentic user-generated content.

The pilot program was insightful and, of course, we always love seeing our clients’ brands grow through positive experiences we can offer to their target customers.

Biggest value is the additional exposure, eyes, separate from the brand recommendation. – Humboldt Distillery

Allow Mirus to grow your brand online and reach an untapped market you haven’t been able to reach.

Don’t know where to start? Let us design the best strategy and pick the perfect influencers to represent your brand on social media – reach THOUSANDS of potential clients and drive sales and loyalty. Learn more about how you can grow your brand online using our creative team and esteemed network here.