How a baby products company uses influencer content to launch a new brand and fuel its marketing channels
SUMR™ Brands, parent company to Summer™ , born free™, and SwaddleMe®, is a global leader of products for children ages 0-3. Their products span a number of categories, including nursery video monitors, strollers, booster and potty seats, gates, and more.
As a company that targets Millennial parents, influencer marketing is something that the SUMR Brands team knew they needed to leverage in order to reach their audience, who does most of their product research online. This was even more true in March 2019 during the launch the new brand, born free. Influencer marketing would play a key role in the launch to generate brand awareness, boost social media engagement, and drive traffic to its new website.
Influencers and the content that they create have proven to be invaluable to the success of both Summer and born free. Millennial parents like to see the products they purchase for their children in action and they look to other parents for product recommendations and reviews. Unlike branded content, influencer content acts as a trustworthy testimonial from real consumers and gives parents the social proof they need when making purchase decisions.
In order to generate the scale of content to fuel Summer campaigns, as well as launch born free, Paige Finnestad (Digital Engagement Manager) and Shardae McKnight (Digital Marketing Coordinator) needed a tool to streamline their influencer collaboration process.
Before AspireIQ, the team used a mix of agencies, emails, and Excel spreadsheets that did not allow them to effectively scale their process for a small team. Between the countless hours spent searching for influencers and managing relationships, and the difficulty gathering insightful data to measure campaign success, the team knew they needed a better solution. Enter AspireIQ.
Since leveraging AspireIQ influencers, SUMR Brands has been able to reach new audiences and consistently provide its existing community with relevant and eye-catching content. In the first six months after the born free launch, it gained more than five thousand followers on Instagram, sourced over 300 pieces of content, and generated more than 4M impressions.
Now that the team has an always-on, cost-effective source of content through influencers, SUMR Brands has significantly cut down on creating content in-house. Influencer content consistently outperforms other content on the @summerinfant and @bornfreeglobal Instagram accounts, as parents can relate to other parents using baby products in their real lives.