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Discover the strategic journey of Stoov, a trailblazer in the heated cushion market, as it embraced influencers as a dynamic and brand-new performance channel. Elevating it’s brand and performance through a highly-targeted influencer marketing program deeply rooted in the brand’s targeted audience. Explore how The Cirqle’s end-to-end influencer marketing platform enabled Stoov to transition from launching a brief to executing a campaign, testing the performance of Partnership Ads against BAU-ads in less than a week.
Stoov wanted to harness the true potential of Influencer content and Paid Partnership Ads on Meta in a matter of just 14 days. The goal? Evaluate the effectiveness of influencers as a new performance channel for Stoov. After identifying a myriad of on-brand creators through The Cirqle, Stoov carefully selected influencers aligning with their values and target market. In just 7 days, The Cirqle seamlessly enabled Stoov with a cost-effective, transparent workflow (briefing, contracting, product shipment, content approval to running Partnership Ads) to run an incredibly efficient influencer program.
Rapid campaign execution backed by templated influencer briefs allowed Stoov to experience results just a mere seven days after partnering with The Cirqle. To measure the success of Partnership Ads, Stoov conducted an A/B test vs. their regular Business-As-Usual-ads (BAU). The influencer campaign not only outperformed in the experiment but also highlighted The Cirqle's ability to turn creators into performance channels for Stoov. The use of Creator Based Audiences further boosted campaign performance, demonstrating the innovative nature and approach that Stoov had instilled in their program. Meta’s Paid Partnership Ads, which were mostly Instagram Reels, achieved an impressive RoAS of 5.08, surpassing BAU-Ads (2.68) by an impressive 89.55%. Instagram’s Paid Partnership Ads, backed by influencer channels, also exhibited a substantial reduction in Cost Per Acquisition (CPA). With a CPA of just $27.68 on influencer content, the program achieved a 47.60% lower cost per acquisition rate than the business-as-usual ads Stoov ran. This emphasizes the cost-efficiency and effectiveness of deploying influencers through The Cirqle's platform, intelligently combining organic influencer marketing with paid social.
Rapid campaign execution backed by templated influencer briefs allowed Stoov to experience results just a mere seven days after partnering with The Cirqle. To measure the success of Partnership Ads, Stoov conducted an A/B test vs. their regular Business-As-Usual-ads (BAU). The Cirqle platform automation ad permission setting and standard included 90-day of digital licensing within the contracts enabled Stoov to move from organic to paid seamlessly.
The influencer campaign not only outperformed in the experiment but also highlighted The Cirqle's ability to turn creators into performance channels for Stoov. The use of Creator Based Audiences further boosted campaign performance, demonstrating the innovative nature and approach that Stoov had instilled in their program.
Stoov's collaboration with The Cirqle's influencer marketing platform stands as a powerful testament to the potential of integrating influencers as a performance channel. The performance further solidifies the success of the influencer marketing campaign, establishing The Cirqle as an essential tool for brands leveraging influencer power in their marketing strategy.
Stoov plans to replicate this successful strategy in other markets, continually leveraging influencer partnerships to drive performance.
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