BISSELL
0
M
POTENTIAL IMPRESSIONS
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%
MORE TRAFFIC
0
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CONVERSION RATE
The Challenge
Walmart wanted to expand its large subscription base for its popular and in-demand “Goodies” service. With this service, subscribers receive monthly “Goodies” boxes that contain samples of new products to try and review. In doing so, customers are able to eliminate buyer’s remorse by being able to decide if they like the product before buying full size or full price. Walmart’s ultimate goal was to build awareness and customer acquisition by creating a special offer to “Skip The Line,” where people can subscribe to the service without the normal wait.
“The results are great and the CPA for our subscribers was right on track with what we were looking for. Our first campaign gave us reason to launch another one right away.”
Walmart Labs Marketing Manager
CAMPAIGN HIGHLIGHTS
- 41.5% View Thru Rate (29% stronger than TikTok’s 32.2% benchmark)
- 102% increase in mentions
- 160.4K Products Transferred to Cart
- $2.8 MM Carted Value
- +5.2% ad recall as measured by TikTok Brand Lift Study
BAYER: A LEGACY BRAND THAT STILL FEELS FRESH
Founded in 1863, Bayer is one of the longest-lived companies in the world, yet the brand is as relevant today as it was nearly 200 years ago. Their endurance and success is the result of their scientific innovation in the pharmaceutical space, but it is also due to their willing enthusiasm to adapt and evolve with changing times.
WHY BAYER CHOSE LINQIA
Linqia and Bayer have worked together on dozens of campaigns and the ongoing partnership drives business results that outperform previous benchmarks. “What sets Linqia apart is their entire sequence of capabilities. Unlike other influencer marketing companies who just offer creative, or measurement, Linqia has everything—there are no gaps in the chain. They stole my heart with strategy, but kept my loyalty with their measurement and results. Everything is best-in-class,” remarked Vitola.
What sets Linqia apart is their entire sequence of capabilities.
Everything is best-in-class.”
Everything is best-in-class.”
Denise Vitola | VP Brand Integration PR, Social & Influencer at Bayer
The Solution
Walmart teamed up with Linqia to build awareness around and increase subscriptions for the “Goodies” service through its “Skip the Line” offer. Linqia connected Walmart with 65 influencers in the Parenting, Food, and Lifestyle verticals to create and share authentic, quality stories about their experiences with the “Goodies” service. Influencers also offered their audiences an exclusive coupon code to join “Skip the Line” so they could experience the service for themselves.
By the end of the program, influencer content generated 11.5M potential impressions and drove 113% more traffic to the Goodies invitation and promotions page. Additionally, one in four email subscribers to the program converted to active purchasers.
WHY BAYER CHOSE LINQIA
Music is a core component of any successful influencer campaign, and for the 50+ audience on social media, familiarity and nostalgia win. So Bayer’s One A Day team and Linqia decided to remix the famous “Teach Me How to Dougie” song from the 90s—but with a twist. For the newly minted “Teach Me How To Gummy,” Linqia developed a dance challenge that featured seven creators on TikTok including Alfonso Ribeiro (@alfonsoribeiro) to lead the campaign.
Though the influencers’ primary platform was TikTok, they each had an Instagram and/or Facebook presence as well and cross-posted their content to those channels.
In order to pull this off, Bayer needed to secure music publishing and performance rights to the original track. Music licensing is a daunting task, and if done incorrectly, can create a whole new headache of legal issues for brands. Luckily, the Linqia team is well-versed in this space and negotiated a deal for the original song so that they could use their version in the campaign.
THE RESULTS
Content from Linqia influencers about Walmart’s “Goodies” service and “Skip the Line” offer generated 11.5M potential impressions.
25% of email subscribers for “Skip the Line” converted to purchasers.
Linqia influencer content drove 113% more traffic to the Goodies invitation and promotions page.
HIGHEST PERFORMING POST
@CynthiaGouw | Active Living/ Beauty
- 4.9% ER
- Drove a 3X Higher IG ER*
- *Instagram Engagement Rate Benchmark (static content): 1.08%
Supported by Linqia’s applied learnings, the campaign saw better performance on Facebook and Instagram. Facebook delivered more efficient awareness and impressions, with CPMs averaging 32% cheaper than paid TikTok impressions. Linqia also saw stronger CTRs on Facebook when compared to TikTok, with a 13.1% CTR compared to a 1.6% CTR. All in all, the campaign drove a 1.7% increase in purchase intent, a +2.5% lift in unaided brand awareness, and +5.2% lift in brand favorability.
Comment threads blew up with enthusiastic people, many of whom took on the challenge themselves, and One A Day sales jumped with $2.8MM worth of carted value driven from the campaign.
Awareness
“Awesome Energy” – Tata
brand loyalty
“Great job I love those vitaimns” – Trisha
Consideration
“Vitamin gummy’s are life at my age now lol” -Lupita
Intent to purchase
“Yasss. You just inspired me to switch. Just left Walmart and got me
some Women One A Day” – Chantae
some Women One A Day” – Chantae
The campaign hit every high-level business objective, while staying true to Bayer’s brand values. Combining pop-culture nostalgia with a trending dance challenge, Bayer showed that age is just a number (for companies and consumers) and authentic content wins every time.
let’s work together
We know that the influencer space can be overwhelming, but it’s a must-have for every brand looking to scale in today’s social media space. Want a local tour guide to lead your brand through the complexities of the influencer ecosystem and come out on top? Look no further than Linqia. Click here to request a custom influencer marketing campaign consultation today.
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