How the leading educational subscription box powers their paid ads with influencer generated content
When Alex Ostler first joined Bitsbox, she already had the perfect idea in mind to help promote the educational subscription box: influencer marketing. As a mom, Alex followed a variety of family-oriented influencers to help stay informed about the best kid-friendly products available on the market.
In today’s fast-paced, technological society, Alex knew that teaching kids to code was something that would resonate with many families because above all, parents want their children to be equipped to succeed. She began by manually reaching out to the influencers she already knew about via email and direct message. Unfortunately, Alex soon learned that finding and building relationships with targeted influencers was going to be harder than she initially anticipated. After discovering AspireIQ, Alex soon realized how much they could scale-up their program with the proper tools.
After attempting to build an influencer program with limited success, Alex soon enlisted the help of Emma Erickson to help with the outreach and management of influencers. Because Bitsbox is a product that appeals specifically to families, it was important for the Bitsbox team to find the right influencers—mothers aged 35-54 who had an engaged audience of other families looking for great child-focused content.
Like many companies, Bitsbox began thinking about how to increase the scale of their influencer efforts by talking to agencies who offered influencer marketing packages. After learning that agency fees would be in excess of $30,000, they began looking at other options.
In addition to influencer marketing, Alex and Emma wer e looking for ways to help create more content for their owned media channels like email, their branded website, Pinterest, Pinterest Ads, Facebook Ads, Twitter Ads, and more.
Organizing professional photo shoots was proving to be too time consuming and expensive, and the logistics involved with sourcing locations and subjects became overwhelming.
Alex discovered AspireIQ at the Subscription Box Summit and immediately knew it was the perfect solution to source their content and solve the challenges in their influencer marketing campaigns.
Through dozens of high-quality influencer relationships, Bitsbox now has access to a steady stream of high quality, diverse content. To date, they’ve received hundreds of images that are now being used across multiple channels, both paid and owned. The brand went from manually sourcing 45-50 posts in a year to more than double that amount of images in less time by utilizing AspireIQ tools.
Additionally, the content they get from influencers is more diverse and better looking than content that they were getting from photo shoots before. Influencer generated content is the per fect way for Bitsbox to add diversity to their content. The settings are different, the kids are different, and it’s all authentic.