CASE STUDY: MACKENZIE-CHILDS

 

SETTING THE STAGE
AFTER A SUCCESSFUL YEAR OF INFLUENCER TRIPS IN 2017, MACKENZIE-CHILD’S RETAINED LVPR FOR ANOTHER 4 TRIPS IN 2018.

THE CHALLENGE
THE TEAM WAS TASKED AT STRATEGIZING WAYS TO NOT ONLY PROVIDE HIGH-QUALITY USER-GENERATED CONTENT TO BE SYNDICATED ACROSS THE BRAND’S SOCIAL MEDIA CHANNELS BUT TO ALSO BRING AWARENESS TO THE BRAND STORY AND HANDCRATED ARTISANSHIP OF THEIR PRODUCTS. LVPR WAS ALSO TASKED AT STRATEGIZING WAYS TO APPEAL TO A YOUNGER AUDIENCE WITHOUT DIVERGING FROM THE BRAND’S CORE VALUES.

THE STRATEGY
LVPR SECURED 32 INFLUENCERS RANGING IN AGE AND DEMOGRAPHICS TO ATTEND ACROSS THE 4 TRIPS. DELIVERABLES AND PRODUCT FOCUSES FOR EACH TRIP DIFFERED UPON SEASONS ENSURING THAT EACH PRODUCT LINE RECEIVED AN ADEQUATE AMOUNT OF EXPOSURE. EACH INFLUENCER WAS CONTRACTED TO ORGANICALLY INTEGRATE THE BRAND INTO THEIR LIVES THROUGH A SERIES OF BLOG POSTS, INSTAGRAM POSTS AND INSTAGRAM STORIES.

THE RESULT
WITH MORE THAN 1,400 POSTS THROUGHOUT THE 4 TRIPS, THE 32 INFLUENCERS GENERATED MORE THAN 224 MILLION IMPRESSIONS WITH AN AVERAGE ENGAGEMENT RATIO OF 9.88%. THE TOTAL CPM CAME OUT TO A LOW $0.62.

THE BRAND ONCE AGAIN SAW THE EXTREME SUCCESS OF THE PROGRAM AND AND HAVE CONTINUED TO INVEST IN MORE TRIPS THROUGHOUT 2019.