How Aura Frames scaled influencer content which attributed to 20% of sales.
As a scrappy start-up, Aura Frames is on a mission to acquire new customers through online channels. Christine Zalocha, the VP of Marketing found that the burn rate on their digital marketing content falls anywhere from four to seven days. As a result, the brand knew they needed a deep amount of experimentation as well as a vast amount of content to constantly feed into their digital marketing channels, such as paid ads, to truly understand what type of content drives their business. The solution to their content drought was influencer marketing. Christine knew that influencers can act as more than just conversion drivers for the brand, she understood that influencers are individual content creators that produce high quality, authentic, and diverse content that can fuel her online channels. However, she had no way to scale up her influencer marketing and content generation without some outside help.
Before working with AspireIQ, Christine tried working with smaller agencies to handle the relationships with influencers. However, she found that she was still spending anywhere from 20% – 30% of her week handling the back and forth communication and contract negotiations that traditional agencies require. That is when she found AspireIQ’s Managed Services team as a solution to create and manage influencer campaigns while freeing up her time and giving her transparency into the influencer marketing and content generation process, so that she would be better equipped to run her program in-house in the future.
Aura Frames uses influencer generated content in every digital marketing channel from Instagram, Instagram Stories, Facebook, YouTube and their website. Each piece of content showcases a frame in a different home, with different people, giving the brand the contextual content they need to fuel their digital marketing. The content the brand sources from influencers consistently outperforms studio shot creative when compared in paid ads. After performing a post check out survey, the brand found that 20% of their sales were attributed to influencer marketing or paid ads featuring influencer content.