Thymes, an independent bath, body and home fragrance company committed to artisan craftsmanship and dedicated to deepening connections through the love of fragrance, wanted to increase brand awareness in a highly targeted way. Thymes knew it could continue to reach its target audience with an influencer marketing campaign of authentic content, but it also wanted to encourage product sales to a new audience. Additionally, Thymes required the influencer-generated original content adhere to the same high-quality standards as its brand, maintaining a luxury aesthetic through an authentic lens.
Thymes partnered with Linqia to help raise its profile and get its products in front of new consumers, a “look-alike” audience of its demographic (women age 25 – 55). With Thymes’ goal to position the products as an upscale gift option in mind, Linqia created a two-flight influencer marketing program targeting consumers leading up to Mother’s Day and the winter holidays. Linqia matched Thymes with 71 “power-middle” influencers, who are defined as individuals with audiences between 10,000 and 250,000. Each influencer’s audience reached women age 25 – 55 with a propensity to gift luxury home fragrances.
Linqia’s influencers created content about the meaning of Mother’s Day gifts and memories of maternal figures in their lives, tying in the role scent plays in memory. In the posts, influencers highlighted Thymes as a thoughtful gift option. Content during the holiday campaign focused on Thymes fragrances that capture the warm feelings and traditions surrounding the holidays, decorating for the season and sharing curated gift guides featuring Thymes products.
Overall, the campaign generated 208% more blog and social posts, resulting in 385% greater audiences reached and 714% more content engagement than anticipated. However, Thymes was most impressed with the campaign’s ability to drive 423% more purchases than the target goal.
- The Thymes influencer program reached a targeted audience of 3.7M.
- Linqia influencers’ sponsored blog posts generated more than 4x the purchases expected.
- Audience members engaged with the blog and social media posts in this program 17,164 times.
- Linqia influencers created 1,062 pieces of original content for this program