Fresh Reaches 5.8M+ Potential Customers On The Launch Of Its Tea Elixir Resilience Activating Serum, Powered By affable.ai
Fresh, a beauty brand started in 1991, offers a wide variety of skincare, lip care, body care, and fragrance made from natural ingredients. The brand has brick-and-mortar stores in 16 countries and ships its products online across the globe. To win the digital competition among beauty brands putting their products to the forefront, Fresh, in October 2022, launched its new product – Tea Elixir Serum.
Fresh’s marketing plan needed to take advantage of the online momentum to outperform the competitors. Often, marketing strategies created a year in advance based on forecasts produce different outcomes. Going with the current influencer marketing trends, Fresh wanted to be ahead of the competition and engage its potential customers.
Bringing influencers to run the campaigns proved to be a good marketing tactic to shape customer perception and boost Fresh’s e-commerce business. It was also to strengthen their product launch, achieve brand goals, maximize social media results, and garner better audience engagement.
Fresh aimed to increase its global e-commerce sales with its new Tea Elixir Serum launch. Compared to the footfall and sales driven by the brick-and-mortar stores, Fresh needed a cost-effective word-of-mouth marketing strategy to foster engagement and recruit influencers who could advertise deals on the Tea Elixir Serum.
Executed influencer marketing campaigns in-house since the Covid-19 pandemic. Spent countless hours painstakingly locating the influencers on Instagram.
No tools to conduct data analytics into influencer’s engagement rate, suspicious follower count, brand affinity, etc., before recruiting them.
Couldn’t conduct real-time monitoring of influencer stories, posts, and videos and track the results driven by influencers.
Using affable.ai, Fresh identified at least 92 influencers for their campaign on Instagram, which began roughly 1.5 months before the release of Tea Elixir Serum. These individuals included mothers, athletes, local business owners, and male pet influencers. The platform's multiple filters gave in-depth insights into each influencer's brand, affinity, audience interest, follower count, branded and non-branded content, and average engagement rate. Fresh managed to oversee all influencers in one place and monitor their individual and collective effectiveness in promoting conversions.
Reached 5.80M+ people through 28 posts and 269 stories by 92 influencers on Instagram.
Generated an Estimated Media Value (EMV) of almost SGD 427.7K
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