Small CPG Wellness Brand Increased Sales by +15K in 3 Days with Gifting
A small, but trending, CPG wellness brand with hemp-infused products for consumers’ self-care routines was growing quickly, but hadn’t leveraged the power of influencers yet. The ShopMy team saw exciting potential in the brand by noticing spikes in chatter and admiration from creators on the platform.
In the discovery phase, it was clear that the brand experienced significant market growth. They were ready to leverage collaborative affiliate and influencer strategies, but wanted to first execute a commission-based gifting strategy to prove conversion effectiveness - before trying any paid collaborations with creators.
As a reminder, gifting, also called product seeding, is a marketing strategy in which companies give their products to influential individuals or groups for them to use, review, or share with their followers.
⚡️ Bandwidth and tools to manage product gifting strategy
⚡️ Ability to prove ROI and drive sales with gifting efforts
⚡️ Transparency into who is promoting their product
After researching other influencer marketing platforms on the market, the brand decided ShopMy was the best fit to help them execute gifting to increase sales, gain visibility into influencer promotions, and build the foundation for its ambassador network. The brand was impressed with ShopMy’s extensive network of 20K+ creators and dedication to using data to make partnership decisions.
In 2023, the innovative and social-marketing-minded brand onboarded as ShopMy Partner. The brand chose the Partner package, over access, to get guidance for gifting from the ShopMy team and use powerful discovery tools to source new creators.
To kickstart their first campaign, the ShopMy team built a carefully selected list of creators on the platform for the brand to reach out to for their first product seeing round. Creator selections were based on performance data and brand preferences. Both the brand and ShopMy used the the AI-powered Lookalikes tool in the discovery process as well. The ability to source a strategic talent pool, with the support of ShopMy’s team and tools, made the finding the right creators to work with easier than ever. The seamless discovery process saved them time and helped them start to build smart relationships, efficiently.
The brand sent out their product to 35 micro- to mid-tier creators, vetted by the ShopMy team. After sending the branded gift packages, posts about the product were shared across social with accompanying affiliate links.
In three days alone, the brand had over $15K in gross sales attributed to ShopMy affiliate links. The organic content created showcased the product in a beautiful and authentic manner. Some creators even went the extra mile to share in-depth reviews on how the product fit into their life.
- +$15K in gross sales and 307 orders in 3 days
- 35 new micro and mid-level influencer relationships created which helped build awareness and credibility for a growing brand.
- Unlocked valuable conversion performance insights to inform future paid collaborations
The brand’s first gifting campaign with ShopMy surpassed expectations. They were also delighted to see the halo effect of gifting as more brand mentions from social started to roll in, which were all visible to them in the Social Mentions Feed. They even received the illustrious “This isn’t an ad I just love it” post, which is the heart of honest, organic promotion. The ShopMy team loved watching a growing brand unlock the conversion power of smaller creators. The campaigns top two converters both had between 50-110K followers - classified as a micro- and mid-tier infuencers. Many brands are still hesitant to work with smaller creators, but it’s an important reminder audience size is not always the best metric for selecting creator partners.
- Brands should trust the conversion power of micro-influencer.
- Start with a gifting strategy to test the conversion effectiveness of creators, then use the data to make informed paid collaboration proposals in the future.
- Tapping into ShopMy experts for creator recommendations and campaign strategy improves conversion.
Interested in leveraging ShopMy to supercharge your brand growth?? ⚡️
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Please note: The identities of the client and other sensitive details have been withheld to respect privacy and confidentiality agreements.