In collaboration with Colonbroom, Saulderson Media worked on promoting their range of healthy lifestyle products
The primary objectives were to generate awareness, increase sales, and drive website traffic, using a combination of influencer marketing and paid ads on their social channels.
The Campaign
PHASE 1 – Seeding
We seeded 108 creators who were tasked to create content to be used on both organic and paid social channels on YouTube and Instagram. The best seeded content was used on Meta ads through the whitelisting of influencer channels. Overall we saw a positive ROAS of 1.71 from initial purchase although LTV would be much higher as ColonBroom is a subscription based product.
PHASE 2 – Whitelisting & UGC
Using learnings from the Seeding phase we saw that Instagram (meta ads) content was outperforming content on YouTube (google ads) and therefore focused on this for our UGC and Whitelisting phase. Influencers were briefed to follow a specific set of key talking points taken from the best performers. In total we created 20 unique pieces of content created to be best utilised on Meta Ads
PHASE 3 – YouTube Integrations
In the final phase of testing we contracted 15 YouTube Influencers to create natural 60-90s integrations. Influencers were selected based on key demographics determined from phases 1 & 2. Verticals targeted included health, wellness, fitness, nutrition and lifestyle. Influencers created unique content using their own experiences with the product to make the integrations feel authentic. Content generated 1.7m views, 90k likes and 10k comments overall.
PLATFORMS:
TIKTOK, YOUTUBE, INSTAGRAM
REGION:
US, UK, AUS, CA
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