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SUMR

Customer StoRY

SUMR Brands

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. 

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Creator relationships

The Challenge

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.

The Solution

Connecting with influencers

With AspireIQ Connect, the team can search for influencers by keywords and hashtags related to parenting to find Millennial influencers with children. The marketplace also allows influencers to apply directly to SUMR campaigns, allowing the team to work with influencers who are passionate about its products. While in Connect, Paige and her team can quickly vet each influencer based on their engagement rate, follower authenticity, follower demographics, and content style to ensure influencers align with SUMR brand values and aesthetic.

Managing relationships and measuring success

SUMR Brands looks at its network of influencers as more than just content creators. To them, influencers are a part of a community of parents that embody the brand’s values. With AspireIQ Manage, SUMR can eliminate messy and potentially impersonal emails to chat directly with influencers and cultivate long-term relationships.

Most helpful is the “Group” feature, which allows SUMR to categorize portions of its community into different segments. Because many of the brand’s products have safety requirements and can only be used for babies within a specific age and weight limit, the team can group influencers based on the ages of their children. Then, once a campaign is live, SUMR can mass invite relevant groups and provide them with clear instructions and visual guidelines to source high-quality content each time.

With AspireIQ Analyze, the team can also measure ROI automatically. The easy-to-read dashboard displays content costs versus earned media value so the team can see it's true returns on both an individual and campaign level.

Scaling content creation

Because SUMR Brands repurposes content across its organic social, paid social, newsletters, and website, the AspireIQ Content Library has kept it organized by depositing all of its content into one centralized hub. The team uses filters to locate and download the exact pieces of content they need to fuel all of their digital channels. Every video and image created by influencers across Instagram, IG stories, and Pinterest comes with re-use permissions by default, so the brand doesn’t have to worry about asking for usage rights after a campaign.

The Results

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.

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