How a wellness brand scaled its influencer community by 300% and boosted engagement with its customers by 3x
SmartyPants manufactures all-in-one gummy vitamins for kids, adults, and pets. It is currently the #1 selling gummy vitamin at Amazon and Whole Food as well as the best-selling kid’s vitamin at Target.
Since its founding, SmartyPants has always valued authenticity, transparency, and the overall well-being of its customers. The company’s founders, husband, and wife Gordon Gould & Courtney Nichols Gould, started the company because they couldn’t find a multivitamin on the market that they felt comfortable giving their children.
Most consumers shopping for vitamins look at similar-minded people for genuine reviews and recommendations. Tori Herman, Associate Manager of Marketing Communications, knew influencer-generated content was one of the most cost-effective and efficient ways to boost brand awareness and educate consumers about SmartyPants products because it is targeted, it’s easily scalable, and most importantly, it comes from real people.
As a French-based brand that’s been around for decades, Phyto typically attracts women aged 35-55 with disposable income. In an effort to reach a broader audience in the US, the brand recently revealed new, more modern packaging and price cuts, which make the products more accessible.
The market for hair care is highly saturated. In order to compete, Phyto knew it had to stand out by sharing an authentic and compelling brand story that resonated with US consumers. With this goal in mind, Isabella Cortez, Digital Marketing Associate, focuses on social media and influencer marketing to spread brand awareness and acquire new customers.
SmartyPants manufactures more than 20 products that tailor to a variety of people ranging from children, expecting mothers, adults and pet owners. The in-house production team couldn’t create enough content that iterated on every use case and benefit of each product. However, unlike studio-shot content, the content influencers create is authentic because it demonstrates how products impact real peoples’ lives. And because influencers come from all walks of life, it is diverse, making it the perfect tool to fuel the brand’s various marketing channels.
In an effort to scale the brand’s influencer community, Tori manually searched for on-brand influencers using Instagram – a process that was extremely time consuming and inefficient. She worked with a different influencer marketing platform, but struggled to find the high-quality influencers the brand was looking for. The team needed a better solution to effectively identify on-brand influencers and scale content creation.
Leveraging influencers helps SmartyPants bridge the gap between the product and consumer. Because the brand message is coming from real customers, influencer posts provide an important layer of social proof and trust that the company was not able to achieve through brand-produced content. SmartyPants currently features influencer content on their website, social channels, paid media, and even in a parent-focused publication.
Since using AspireIQ, the SmartyPants team has scaled their influencer community by 300%. They went from working with an average of four influencers per month to working with an average of 20 per month. At this scale, the team was able to lower spend by about 80% while increasing content creation by 7x, which has allowed them to continuously grow and diversify their community.
The quality of influencers they have worked with has improved as well. Last year, the team reached a little over 500,000 consumers through influencers they found outside of AspireIQ. Influencer content tells a brand story and resonates with consumers in a way that cannot be duplicated with studio-shot creative. Since working on the platform, SmartyPants has reached more than 20 million consumers and boosted its engagement rate by 3x through influencers found on the platform.