HOW BLOGGER CAMPAIGNS TRANSLATE TO SALES
Cutting through the competition to reach potential loyal consumers requires an organic approach that fosters an authentic connection between brand and customer. Recruiting influential bloggers to become your devoted messengers and virtual fanclub is an effective strategy to achieve these lofty goals. According to Social Media Examiner, through a targeted blogger partnership, brands can boost exposure (especially with the inclusion of a giveaway component), increase the potential of sales, and drive conversion. Moms Meet recently ran a highly successful blogger program with sustainable clothing and lifestyle brand, prAna. We’ve laid out the specifics in our case study below to offer some insight on this successful campaign.
Brand awareness – Each Blog Ambassador was able to choose one prAna outfit and was given educational information about the brand and products they received. Blog ambassadors shared this information, as well as first hand experiences about the product, with their audience.
Referral Traffic – Bloggers were tasked with reviewing their favorite prAna outfit to their following on their blog and social channels.
At the end of the review period, prAna received a report which included the total campaign impressions, all blog urls, and social media posts. Our moms also posted reviews to the prAna Product Review page on Moms Meet. The total campaign impressions came to over 6,400,000. Through the Moms Meet Blog Ambassador campaign prAna saw a significant increase in traffic to their site, as well as a sales lift and positive ROI. Specifically, the resulting increase in traffic to both the specific outfit PDP’s (Product Detail Pages) and prAna.com was significant.
Blog Ambassadors selected for the campaign shared thoughtful, honest reviews about the brand and products on their blogs and social media. The Moms Meet Blog Ambassador Program was able to create brand awareness among some of prAna’s target demographics, which aided in multiple increases on the Key Performance Indicators (KPIs) for the brand.