Big Impact, Little Budget - A Start-Ups Case Study in Influencer Marketing - BDI 2/6/14 Influencer Marketing Forum

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Presentation: Big Impact, Little Budget - A Start-Ups Case Study in Influencer Marketing

Presented by: Matt Armstead, CEO, Sprout It
Sprout it is a tech start-up who partnered early on with Scotts Miracle Gro to help attract new gardeners to the category, with a differentiated approach. In this session, you'll learn about Sprout it's overall strategy and it's brand partnership with Miracle Gro. In addition, you'll hear first hand their approach to grow consumer awareness and how a low-budget influencer promotion earned them a spot within the The 10 Best Influencer Marketing Campaigns of 2013.

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Published in: Business, Technology
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Big Impact, Little Budget - A Start-Ups Case Study in Influencer Marketing - BDI 2/6/14 Influencer Marketing Forum

  1. 1. Big Impact, Little Budget A Startups Case Study in Influencer Marketing Presented by: Matt Armstead, CEO, Sprout It @mattarmstead @HeirtoWisdom @GoSproutIt
  2. 2. Matt Armstead CEO, Sprout it Columbus, OH • • • • • • Serial, Portfolio Entrepreneur Bootstrapper and Angel Investor Start Up Mentor and Advisor Digital Marketing Focus Big Data and Analytics Technology and Apps/SaaS @mattarmstead @HeirtoWisdom @GoSproutIt
  3. 3. @mattarmstead @HeirtoWisdom @GoSproutIt
  4. 4. @mattarmstead @HeirtoWisdom SMG Template @GoSproutIt 9
  5. 5. That’s Nice, but… @mattarmstead @HeirtoWisdom @GoSproutIt
  6. 6. Foundation Common Ground • Mutual Interests • Equitable Exchange • Lifestyle/Consumer Focus • Defining Success @mattarmstead @HeirtoWisdom @GoSproutIt
  7. 7. Year One: Integrated Approach to Awareness @mattarmstead @HeirtoWisdom @GoSproutIt
  8. 8. Measuring Success: Goals & Objectives • Increase share of voice • Increase website traffic • Increase influencer relationships @mattarmstead @HeirtoWisdom @GoSproutIt
  9. 9. @GoSproutIt www.gosprout.it @mattarmstead @HeirtoWisdom @GoSproutIt
  10. 10. 10 Best Influencer Marketing Campaigns of 2013 @mattarmstead @HeirtoWisdom @GoSproutIt
  11. 11. @mattarmstead @HeirtoWisdom @GoSproutIt
  12. 12. iPad Release Focus @mattarmstead @HeirtoWisdom @GoSproutIt
  13. 13. ESTIMATED CAMPAIGN BUDGET $6,500 ($5,919) • • • • • • • SEEN platform: Cash prizes: Influencer partnership: Sponsored Posts: Facebook ad buy: Gardening care pkgs shipping: Extra $2,000 $1,750 $ 750 $1,250 ($800) $ 540 ($481) $ 150 ($138) $ 60 ($ 0) * Not Included: Sprout it costs and PR retainer @mattarmstead @HeirtoWisdom @GoSproutIt
  14. 14. CAMPAIGN DETAILS • • • • • • • June 25 – July 2, 2013 Daily Winners; Three Prizes Prizes: Gift Cards, Design Submit a photo: SEEN Platform Claim photo to Enter Integrated Awareness Efforts @mattarmstead @HeirtoWisdom @GoSproutIt
  15. 15. campaign snapshot
  16. 16. snapshot of entries
  17. 17. partnership chris loves julia • • • Chris Loves Julia has been featured on BHG, Apartment Therapy, Young House Love and more – making them a household name in the DIY/Home blogosphere. They have 150,000+ visits a month from 54,000+ unique visitors. They shared the contest in two blog posts, promoted it via their social networks & created a custom designed Pinterest board for the grand prize winner. “What a fantastic prize and promotion! I have a lot of ideas for backyard spaces since we are smack dab in the middle of revamping ours. Sprout it’s mission sounds very much in line with what we love and believe in. So, yes, I’d love to be a part of promoting this.” – Julia @mattarmstead @HeirtoWisdom @GoSproutIt
  18. 18. blog promotions @mattarmstead @HeirtoWisdom @GoSproutIt
  19. 19. social promotions @mattarmstead @HeirtoWisdom @GoSproutIt
  20. 20. pinterest board @mattarmstead @HeirtoWisdom @GoSproutIt
  21. 21. Influencer Outreach @mattarmstead @HeirtoWisdom @GoSproutIt
  22. 22. Our Influencers Throughout the campaign, we built relationships with several home and garden influencers resulting in coverage on the following blogs: • • • • • Bower Power Blog Our Humble Abode Pure Mamas Gardenerd A Family That Eats Together @mattarmstead @HeirtoWisdom @GoSproutIt
  23. 23. blog snapshots @mattarmstead @HeirtoWisdom @GoSproutIt
  24. 24. blog snapshots @mattarmstead @HeirtoWisdom @GoSproutIt
  25. 25. blog snapshots @mattarmstead @HeirtoWisdom @GoSproutIt
  26. 26. social snapshots @mattarmstead @HeirtoWisdom @GoSproutIt
  27. 27. social snapshots @mattarmstead @HeirtoWisdom @GoSproutIt
  28. 28. social snapshots @mattarmstead @HeirtoWisdom @GoSproutIt
  29. 29. facebook @mattarmstead @HeirtoWisdom @GoSproutIt
  30. 30. facebook/instagram @mattarmstead @HeirtoWisdom @GoSproutIt
  31. 31. twitter @mattarmstead @HeirtoWisdom @GoSproutIt
  32. 32. social media results • Facebook posts about the campaign reached 7,500 people • Sprout it’s Facebook fan base tripled throughout the campaign • The #growinspired hashtag reached 45,000 people throughout the campaign • Tweets including both @gosproutit and #growinspired reached 14,000 people @mattarmstead @HeirtoWisdom @GoSproutIt
  33. 33. facebook advertising • Facebook ads reached 306,253 people throughout the campaign, resulting in 468 clickthroughs,. • The Facebook “Likes” campaign reached 21,386 people, resulting in 260 click-throughs to our page, helping triple Sprout it’s Facebook following in the process • Promoted posts reached 4,404 people, resulting in 34 click-throughs and 82 engagements (i.e.: likes, comments, shares) @mattarmstead @HeirtoWisdom @GoSproutIt
  34. 34. results campaign results 1,200+ unique visits to contest page 150+ photos submitted 130+ photos claimed (86% claim rate) Relationships built with six influential home/ garden bloggers resulted in seven blog posts • Sprout it’s Facebook following tripled • 5,000+ visits to marketing site/web app throughout the duration of the campaign • Foundation built for future campaigns • • • • @mattarmstead @HeirtoWisdom @GoSproutIt
  35. 35. Big Impact, Little Budget A Startups Case Study in Influencer Marketing Thank You! @mattarmstead @HeirtoWisdom @GoSproutIt

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