As a scrappy start-up, Aura Frames is on a mission to acquire new customers through online channels. Christine Zalocha, the VP of Marketing found that the burn rate on their digital marketing content falls anywhere from four to seven days. As a result, the brand knew they needed a deep amount of experimentation as well as a vast amount of content to constantly feed into their digital marketing channels, such as paid ads, to truly understand what type of content drives their business. The solution to their content drought was influencer marketing. Christine knew that influencers can act as more than just conversion drivers for the brand, she understood that influencers are individual content creators that produce high quality, authentic, and diverse content that can fuel her online channels. However, she had no way to scale up her influencer marketing and content generation without some outside help.
Before working with AspireIQ, Christine tried working with smaller agencies to handle the relationships with influencers. However, she found that she was still spending anywhere from 20% – 30% of her week handling the back and forth communication and contract negotiations that traditional agencies require. That is when she found AspireIQ’s Managed Services team as a solution to create and manage influencer campaigns while freeing up her time and giving her transparency into the influencer marketing and content generation process, so that she would be better equipped to run her program in-house in the future.
Speed and Transparency
Prior to working with AspireIQ, Aura Frames was only working with 5 influencers. The AspireIQ team was able to scale their network of influencers by 10x in about a quarter of the time. The difference with AspireIQ and a traditional agency is really the software platform that allows users to execute campaign management in a fraction of the time. And because Christine has access into the platform as well, she can get campaign progress updates in real-time giving her full transparency
Authentic Content at Scale
The Aura Frames teams was looking for a variety of content that shows what the frame will look like in different homes, to appeal to the wide variety of home decor taste amongst their target markets. The team found that unlike studio content, influencer content shows the frame in real peoples homes and engages online consumers looking for home decor inspiration. The AspireIQ Content library gives the team across to content that they have rights to repurpose across all channels. In fact, the content that the team has sourced from influencers has been the most engaging content on auraframes.com.
High Performing Video Content at an Affordable Price
Video content is the future yet it is generally very expensive to produce. By leveraging influencer content, Aura Frames saves about 50% every month on their overall content budget. One of the services offered to Aura Frames was AspireIQ’s video production service. The in-house video team works with influencers to produce, shoot, and edit in-depth videos that communicate the product message. Each video is then optimized for different platforms and repurposed across pads ads on Instagram, YouTube, Instagram stories, and their website.
Aura Frames uses influencer generated content in every digital marketing channel from Instagram, Instagram Stories, Facebook, YouTube and their website. Each piece of content showcases a frame in a different home, with different people, giving the brand the contextual content they need to fuel their digital marketing. The content the brand sources from influencers consistently outperforms studio shot creative when compared in paid ads. After performing a post check out survey, the brand found that 20% of their sales were attributed to influencer marketing or paid ads featuring influencer content.