If my agency was in charge of Influencer Marketing for BOMBAS
If my agency was in charge of Influencer Marketing for Bombas - this is exactly what we’d do. Steal these principles for your brand today:
A brand like Bombas is sitting on a goldmine in terms of content and paid media strategy that hasn’t been executed. Based on what I’ve seen in their ad library [video], Bombas has a massive opportunity to reduce CPA, increase ROAS, and spend more efficiently.
The Ad Problem: All of our highest performing ad accounts have hundreds, if not thousands of UGC assets running. Bombas only has a handful, and it seems like it’s the same creator for the top-performing ads. Why is more UGC important?
We want to create the feeling that there’s an entire community of creators and influencers that are in love with Bombas. We want people to feel like they’re missing out if they’re not wearing Bombas socks. The more creators, the better. Here’s how we get that content:
This quick video explains our seeding process and why it’s so effective in getting content for as low as $66 per asset. I’ll break it down further in the tweets below!
We reach out to 500 influencers every month. We send a DM using the script that I’ll reveal in the next tweet. 100 reply and receive product. 30 will end up posting, 2-3 times on average. After reformatting, that ends up being a minimum of 150 assets. Here’s the script:
“Hey {name}, I’m part of the Bombas team and just wanted to let you know that we all love your content! We were wondering if we’d be able to send you some product, completely free, no strings attached. If so, send your address and we’ll get it to you ASAP!”
To make sure that Bombas is getting the content they really want, we’ll check in and see what SKUs they want to be showcased to millions of people through these influencers.
The key to getting this content posted? Personalization! Adding a handwritten note for each influencer makes them feel special. If an influencer feels respected and valued by your brand, they’ll have no problem sharing your content on their feed. Also, another huge reason:
Some of the highest performing content for our clients is unboxing content. Upgrading your unboxing experience in comparison to this video will lead to better content and better relationships with influencers and creators.
When we decide which influencers to send product to [video], we look at who the brand’s core demo is, and filter down based on content creation ability. Based on what we’ve seen from Bombas, Mommy Bloggers would be an awesome influencer niche to target.?
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After we send out all of this content, it’s our job to figure out who posts about us on IG or TikTok, capture the content, and save it in a library to use later. We like to use apps like Mightyscout or Archive for this. Here are some examples:
And this, too:
Now, the fun part. Time to load it into the ad account and use all of this content to reduce your CPA. But first some numbers breakdown…
Bombas as a $100M brand, with an estimated 20% of revenue spent on marketing in total. $20M broken down into 50% spent on paid vs brand. That’s $10M approximately spent on Meta. This shakes out to $833k per month in paid spend. We’re using estimated numbers to make it easy.
Let’s assume that Bombas has a $100 AOV and a $50 CPA. Watch here to break down how much revenue we can expect from getting all this content into the ad account…
Instead of picking and choosing the best influencer assets to run, we’re going to use ALL of it. We’ll take the 150 total assets, create 15 Dynamic Creative Testing campaigns, and load 10 assets into each DCT. Each DCT will have a cost cap set 15-30% below their target CPA.
With this strategy, each asset will only earn allocated spend if it’s performing. Facebook’s algorithm is smart enough to determine what a winner looks like before spending thousands, and it’s by far the most efficient way to advertise with tons of creative.
We used this strategy to scale M&Ms by 457% YOY for one of their biggest gifting holidays. We want to do the same for Bombas. Hey @khuyi, if you’re reading this, let’s make you some money. ??
And if you're thinking this is nice for @BOMBAS but what about me? Find out more about us here: www.kynship.co