What occurred once we ordered the funnel appropriately
Right here’s what the outcomes revealed: Higher-funnel content material drove lower-funnel outcomes, and the full-funnel structure produced a measurable halo that went nicely past the precedence merchandise.
Scale and supply
The marketing campaign ran throughout Instagram, TikTok, and Fb over roughly two months throughout This autumn. Impressions delivered at roughly 148% of forecast, over-delivery that was pushed by creator habits. A mixture of cross-posting, Tales reshares, and value-add content material prolonged the marketing campaign’s attain organically. Engagements tracked at roughly 101% to objective, with an general engagement price of roughly 2.8%.
Platform-level alerts
TikTok drove the vast majority of attain and clicks. Instagram drove stronger engagement charges. Each had been in step with how every platform distributes content material. Watch time held constantly throughout each platforms at roughly 6 to 7 seconds on common, which suggests the artistic high quality was robust sufficient to cease the scroll. This can be a vital sign in a This autumn feed flooded with gifting content material.
Conversion alerts
Complete clicks landed within the 200K-plus vary, with CTR strongest on TikTok pushed by one high-performing piece of content material. The main target product lifted from a near-zero baseline at marketing campaign launch, which was directional proof that creator content material can speed up new product adoption at retail, even inside a compressed launch window.
Model raise
A model raise examine run through the marketing campaign confirmed measurable lifts throughout all 4 funnel metrics: consciousness, consideration, choice, and motion intent. Desire and motion intent each exceeded established trade benchmarks. Which means the content material moved individuals nearer to buy sooner than typical influencer publicity, which is what you’d count on from a marketing campaign that was constructed
The halo discovering
Portfolio-wide GMV considerably outpaced hero SKU GMV. The marketing campaign drove gross sales throughout the model’s broader product line, not simply the 2 merchandise being actively promoted. That discovering factors to a measurement hole that the majority manufacturers are sitting with proper now.