THE CHALLENGE

Baxter of California, a men’s grooming and skin care line, wanted to raise awareness around its products by promoting a Father’s Day sale and driving traffic to its website. The brand, who had not launched new products recently, sought influencers to help promote its current line and encourage their audiences to take advantage of Baxter of California’s Father’s Day sale.

“I love the convenience of working with Linqia. I ran a smaller influencer program in-house and quickly realized it was an inefficient use of my time. We also love the quality of the influencers’ original content and have repurposed it onto our social channels.”

MANAGER OF ECOMMERCE & DIGITAL MARKETING, BAXTER OF CALIFORNIA

THE SOLUTION

Baxter of California partnered with Linqia to connect with men and women in the Fashion, Beauty, and Lifestyle verticals. In the first program, Linqia influencers chose three items from a list of Baxter of California products to use and feature in their original photography and personal stories. The second program, which launched around Father’s Day, highlighted the Shave Duo kit and offered a special code for 20% off and free shipping. The original stories and photos emphasized the quality of the products and recommended it as a Father’s Day gift.

Over the course of two programs, Linqia influencers generated 6.4 million total impressions with over 250 pieces of original photos, blog stories, and social posts. The content genuinely interested people as it resulted in an engagement rate of 648% more than projected. Additionally, the Baxter of California team was so impressed with the quality of the influencer-generated content, they repurposed their favorite photos on their Instagram page and plan on incorporating them into a homepage carousel in the future.

THE RESULTS

  • Linqia influencers generated 6.4 million potential impressions with original content featuring Baxter of California products.
  • Influencers created over 250 pieces of original content (photos, blog stories, and social posts).
  • Audiences engaged with program blog stories and social media posts 648% more