BRANDVERGE PROVIDES SKIP HOP A SUCCESSFUL INFLUENCER SOCIAL MEDIA CAMPAIGN, REACHING A HIGH LEVEL OF VIRALITY
Challenge
Skip Hop is a global lifestyle brand devoted to designing innovative products for parents, babies, and kids. With a core philosophy that begins and ends with “Must-Haves Made Better,” Skip Hop re-thinks, re-energizes, and re-engineers essentials to infuse family life with joy and ease. As a brand well known for its high-quality baby products, Skip Hop was looking to increase the number of customers visiting its website to browse and purchase their high-quality baby products, while also increasing the brand's overall awareness through influencer marketing.With an ever-changing social media landscape, Skip Hop wanted influencers who strongly align with the brand’s mission and values that could reach the target market.
Solution
In order to reach the targeted audience, BrandVerge focused on recruiting influencers with an active audience that have an Instagram and/or TikTok account to promote the products. To focus on generating content with a longer shelf life and thus better performance, the influencers centered on creating in-feed content, TikToks, Instagram in-feed content, and Reels. This goal was achieved through sourcing influencers with carefully curated content who were moms or moms-to-be who post about their children and have a consistent following that closely resembles their life stage. The influencers selected not only had a strong following and active audience but also reflected the diverse scope of parents and families that Skip Hop hopes to reach. Furthermore, BrandVerge prioritized crafting authentic content to create trusted referrals and recommendations to the Skip Hop audience. To do this, BrandVerge allowed influencers to select products based on what their family would enjoy the most rather than being gifted specific items to promote. BrandVerge took this route in order to increase personalization for each influencer, as well as to ensure that the promotional content aligned well with the influencer’s organic content. Each influencer was able to talk about why they selected the product and the personal benefits while incorporating real-life experiences with the product.
Share Post
Result
Each influencer promoted gifted products in their own unique style that fit into their profile and through this method, we have seen outstanding results. The overall engagement rate was 3.082%, which is a significant increase of 62% from the industry benchmark.
Influencers with high engagement rates of 5.4% and up exemplify how Carousel posts and Reels perform stronger than in-feed static posts. Overall, through BrandVerge’s expert and data-driven marketing strategy, Skip Hop was able to garner influencers and results that remarkably increase awareness throughout the parent community.
Here’s what customers say about us
Senior Media Manager at Assembly
“BrandVerge makes it possible to see all the vendors and know who to reach out to and how to negotiate, when I’d typically have no idea where to start. They put everything right there in front of me, and the partnership saves a ton of time from having to research on my own.”
Ryan Montañez, Marketing Director at Skip Hop
"What I really loved about working with BrandVerge was how they were so responsive to our feedback and so transparent during the process. They made it easy to work with several influencers at a time and future campaigns. Really great to find a team that creates successful campaigns while being great to work with."
Diana Van Eeuwen, Senior Negotiator at Assembly
“BrandVerge helps me work more efficiently. Without it, I would have spent over a week reaching out to a ton of vendors that might not have even made sense for my campaign. Being able to search from a known pool of options put me in control to work much more quickly.”
Danielle Kushner, Team Manager, New Business & Sales Strategy at Her Campus Media.
“Using BrandVerge analytics, we're able to quickly & easily pinpoint new opportunities, for example, our recent Earth Day program. Once engaged with Earthbound on our Earth Day program, we were able to finalize details in under three months compared to spending up to a year establishing a new relationship,”
Kamelle Wilson-Cornell, Brand Partnerships at Brit + Co
“Typically, it takes us several meetings to really understand what’s important for the client. We’ll go through our entire capabilities deck before able to identify specific opportunities that make sense for that brand. With BrandVerge, we were able to get straight to the point. BrandVerge helps you cut to the chase.”
Yuting Zhang, Senior Strategist, The Media Kitchen
“What’s unique about BrandVerge is different partners & packages available all in one place, everything's aggregated. This wasn’t possible before using BrandVerge. What would have taken weeks to find now takes just a few minutes. We can search by keywords to find new, unique different packages available to us almost instantaneously.”
Ryane Montañez, Marketing Director at Earthbound
“It can take two months to run through the standard RFP process to find the right media partner. With BrandVerge, it takes only three weeks for discovery and evaluation, including reaching out & getting a plan back. Now it takes just a couple of days to sort through the details. We’ve cut down 60% of the time needed for the entire process.”
Lorraine Schwartz, Media Director at Digitas
“Finding new, niche partnerships is difficult. BrandVerge helps facilitate the research process. We look for partners with ample reach against our campaign target audience and BrandVerge saves time.”
“With BrandVerge, you’re able to browse and inform yourself, find all the different media options that are available and what you can get for it, transparently. I think that’s amazing.”
Howard Rosenstein; Meredith
“At Meredith, we really loved the training, accessibility to help, the templates, the simplicity/intuitiveness of the marketplace overall.”
Tess Neudeck; Acast
“We loved the analytics section of the platform, it was amazing to be able to see who was leaned into our content!”
