In Summer 2019, Mynd Spa (formerly known as The Red Door, and we’ll use that name here) undertook the first step of a major re-positioning of the brand. The Red Door was a legacy brand, with loyal customers, but the brand image was dated — in short, it was the spa your mom went to, but it wasn’t aligned with the wellness experiences today’s consumer seeks out.
To engage a new generation of spa-goers, The Red Door needed to not only redefine the brand experience, but also demonstrate the relevance the new The Red Door experience has for a broader demographic of consumer — a consumer who’s expectations are driven by brands like Soulcycle and Equinox. And what better way to showcase the re-engineered brand, than working with compelling, aspiration-but-relatable influencers, and then amplifying their social content to a wide audience. To do so, The Red Door worked with Insense to launch an Instagram campaign combining organic and paid.
The first order of business was determining who were the right influencers for the brand to partner with. Thanks to Gravity Media (The Red Door’s agency partner), the brand had an excellent perspective on their target audience, going from personas and archetypes down to their media consumption behavior, locations, and lifestyles.
Armed with this info, Insense created a media plan for The Red Door that included a range of influencers from around the US, all of whom had strong alignment with the brand’s positioning goals. Leveraging our deep data on influencer profiles, Insense also ensured that influencers had authority and voice among the key audiences The Red Door was conquesting.
From the list of opt-in influencers Insense provided, The Red Door and Gravity were able to pick their favorites from among a pool of 60+ relevant creators and influencers. The Red Door and Gravity partnered with 7 creators, each of whom had voice in one of The Red Door’s target markets. The brand was able to have creators experience The Red Door, use The Red Door products, and make a range of content including both story videos and aesthetically pleasing images.
The Gravity and The Red Door teams were able to manage their influencer program efficiently and easily, and get great socially native content with minimum hassle. But that’s just the beginning. The real story is in the results.
First, some context: one of the key shortcomings of influencer programs — traditionally — has been the ambiguous relationship between influencer posts and the brand’s desired consumer outcome (whether it be an uptick in brand awareness, brand engagement, or eCommerce conversion). When an influencer posts branded content, brands often have little to no insight into how that impacts the brands’ KPIs. In our conversations with hundreds of brands, we hear very vague attribution methodologies: “we look for an uptick in site visits,” or “if the influencer posted about a product, and then we sold more of that product, we assume the influencer drove those sales.” There might be causal relationships there, or these outcomes might be statistical anomalies, or due to something entirely else. The point is, brands had zero insight.
In addition to no visibility, influencer posts were extremely limiting in how brands could leverage them. None of the tools that are common in performance marketing (ability to determine your target audience, ability to ensure certain thresholds of impressions, ability to use different ad objectives, ability to use clickable calls-to-action, etc) have been available in the influencer space. A key goal of Insense is to drastically change this dynamic, and empower brands to bring the same data-driven, performance marketing methodologies they use in regular paid social campaigns, into influencer campaigns. Insense has a unique Facebook integration that allows advertisers to connect an influencer to a brands’ Facebook Business Manager account, and then run influencer posts as full ads, but still using the influencer’s handle. Employing this strategy allows brands to capture the compelling, authentic nature of influencer programs, along with the data-driven performance capabilities of paid social. This strategy has helped other Insense clients achieve very strong results, including up to 12X ROAS from influencer content.
The Red Door and Gravity leveraged this “influencer + paid social” in a multi-touch campaign using a combination of stories, feed posts, images and video. There were two primary KPIs: engagement, but more importantly driving bookings — spurring new consumers to get into a location, and start experiencing the new The Red Door. On both fronts, the campaign was a success.
In terms of engagement, the influencer campaign showed a whopping 1400% increase in engagement, with an engagement rate of 3.9%, compared to the .26% engagement rate in The Red Door’s always-on social campaigns.
In terms of direct conversions, the campaign drove an average 7.64X ROAS, which is a super strong outcome for any campaign. And there was no guesswork about which influencer posts were effective: since each post was running from the brand’s Facebook Ads Manager dashboard, Gravity and The Red Door were able to track conversions in real time, down to a specific post.
In addition, since these influencer posts were run as ads, the brand was able to gain further insights into who their customer is, and how they act online, and of course, how to better engage them in future campaigns.
The Red Door Salon & Spa (now rebranded as Mynd) campaign was a textbook example of how effective influencer marketing can be, when theright blend of technology, strategy, and creative content are used. Brands no longer have to guess if their influencer campaigns are driving results — they now have the control to ensure their influencer campaigns drive results.
If you’re interested in driving strong results from social and influencer programs, reach out to Insense. We love helping brands connect with top quality creators and influencers, then amplify their content in strategic and unique ways.