CASE STUDY: NATIVE TARGET RETAIL

 
 

SETTING THE STAGE
NATIVE RETAINED LVPR FOR A RETAIL-DRIVEN INFLUENCER PROGRAM SPANNING OVER A PERIOD OF 4 MONTHS IN THE FALL OF 2018.

THE CHALLENGE
LVPR WAS TASKED AT DRIVING AWARENESS AND MOST IMPORTANTLY TRAFFIC TO NATIVE’S HIGHLY ANTICIPATED DEODORANT LAUNCH IN TARGET STORES NATIONWIDE.

THE STRATEGY
LVPR MANAGED 1 CAMPAIGN PER MONTH ON BEHALF OF NATIVE TO DRIVE FOOT TRAFFIC DURING THE 4 MONTH PERIOD. THE TEAM AGGRESSIVELY LEVERAGED 54 INFLUENCERS TOTAL TO PRODUCE 4 HIGH-QUALITY USER-GENERATED PIECES OF CONTENT EACH THAT TRIGGERED BUZZ AROUND THE LAUNCH AT THE SPECIFIC RETAILER WHILE ALSO SYNDICATING THIS CONTENT ACROSS THE CLIENT’S SOCIAL MEDIA CHANNELS TO FURTHER MEET THIS GOAL. 

THE RESULTS
THE 54 INFLUENCERS POSTED 344 TIMES RESULTING IN MORE THAN 41.9 MILLION IMPRESSIONS WITH AN EXCEPTIONALLY HIGH AVERAGE ENGAGEMENT RATIO OF 6.96% AND A LOW CPM RATE OF $2.43.

THE MOST IMPORTANT SUCCESS OF THE PROGRAM, HOWEVER, WAS THAT 1 MONTH THROUGH EFFORTS, TARGET OFFICIALS ASKED THE BRAND TO TEMPORARILY CEASE ALL INFLUENCER POSTS DIRECTING FOOT TRAFFIC INTO STORES AS THIS INITIATIVE RESULTED IN AN INADEQUATE AMOUNT OF STOCK ON SHELVES.