How Ovation Hair used influencer marketing to discover a record-breaking untapped market
April Bobadilla was brought onto the Ovation team as a Social Media Manager to promote their Cell Therapy line of products through word-of-mouth marketing with a group of targeted influencers. While managing all of the brand’s owned social channels, April realized there was a need for large amounts of high quality content. After attempting to build their influencer program manually, April realized she would need management and analytics tools in order to scale and streamline her process.
Ovation Hair showcases several customer testimonial videos and success stories on their website. The goal of these videos is to provide consumers with content from people who have actually used Ovation products. Because of this, it was important for April to have an ample amount of high quality content that could be repurposed on their website, YouTube channel, and other owned social media platforms.
“Almost everything on Ovation’s owned social channels is repurposed content. We post either user-generated content (UGC), or additional content from our influencer collaborations.” – April Bobadilla, Social Media Manager at Ovation Hair
Because user-generated content can be inconsistent in terms of quality, partnering with influencers was the perfect approach to generate high quality content at scale.
Like most social media managers, April struggled with the time-consuming task of scaling influencer marketing in addition to running multiple social media channels, and performing market research.
April was using Google and Instagram to individually search for and privately message each influencer she wanted to work with, with little to no avail.
The brand initially hired another competing influencer marketing platform, in the hopes of connecting with influencers and creating YouTube content. After waiting 4-6 months to see their first video live, and dealing with issues with the contract terms, April decided to find a different platform that could help her manage relationships, contracts, and payment with influencers directly. That is where AspireIQ came in.
At any given time, April is now working with 50-80 influencers. Struggling to see just one collaboration come to fruition is no longer an issue for her.
Working with dozens of influencers at a time has given April the ability to test new markets and invest in people who drive the most conversions. April wanted to ensure that the profile of influencers that Ovation was working with was diverse, but did not have the resources to explore new markets until partnering with Revfluence. After seeing that curly-haired women spent a considerable amount of money on hair products, April finally had the opportunity to test that market, which was different from the profile of influencers she used previously.
Ovation partnered with curly-haired beauty gurus @Thefindguru and @Sayriajade and the results exceeded expectations by driving around 18k website visits– making them “the best performing influencers that Ovation has ever worked with.”
Ovation typically saw about 40 visits to their influencer landing page per day. After partnering with multiple curly-haired influencers, there was a huge jump to over 2,500 visits per day in the week after the video went live.