Case Study

Influence with Impact

Sometimes brands we speak with love the ‘idea’ of working with influencers but feel hesitant to commit to a strategic campaign, even though social media activity is the Number 1 source where customers discover a brand in the first place.

Image credit: @aday_inthelifeof_us x Mumpower collab

The Problem

Like many brands, Springfree Trampolines wanted to work with influencers but were frustrated with the inconstancy in the results they were getting from previous influencer campaigns that they ran internally and through other agencies. We get it. The exact ROI for an influencer marketing campaign is impossible to determine up front, so it can be an expensive gamble. That is, unless you know how to work the system…

Action Plan

Springfree Trampoline turned to us for exclusive consumer research insights that answered everything they needed to grow revenue and brand impact.

Springfree chose Mumpower to implement our “Influence With Impact” proven formula to:

Craft the most compelling brand message that spoke to customers and the retail landscape,
Attract and validated 7 best fit partners selected from our vast network of thousands, to elevate the brand to new heights,
Produce briefs that enabled creative freedom and brand mandatories in a way that blew audiences away.
All done for them.

Some highlights of the campaign included:

7 influencer partnerships with a collective audience size of 155K
39 pieces of content published (including 11 pieces of bonus content)
7 Influencer reviews on ProductReview.com.au
448K Impressions/ Views
376K Total Reach (ie. number of unique viewers)

We recommended the Brand

Revisit the process for working with influencers to maximise ROI

Ignite 7 partnerships with Mumpower micro influencers
- 28+ pieces of social brand content (min 4 each + 2 in feed)
- 7 x independent reviews on 3rd party platform
- 4 x content rich Q&A responses addressing key brand criteria’s
- Possible boosted posts if requested by brand

Results

It worked! With this insight, Springfree Trampoline

Incredible Sales “We rivaled a covid year. It’s extraordinary!”

Market Clarity and Confidence “It’s had a major impact on our decision-making process that have impacted actual sales.”

Boosted Cost Effectiveness of Influencer Marketing “Learning about the role of a strong influencer campaign leading into our key sales period was important. It meant we could use our paid digital media in more effective ways.”

Done for You Results “Report was clear and succinct; something anyone in the company could understand. Loved the insights and recommendations for next steps. A really positive experience!”

Re-alignment With Today’s Consumers “We made revisions to language and tone, different to what we had before. We thought we knew the type of mum, age, how many kids, household salary. Now we have a holistic view with a quantified number and reliable data.

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