DRIM’s proposal for Fresh to Home - Influencers on CPA and DRIM’s business model
While onboarding clients, our first challenge usually is building their trust that performance based influencer marketing is in fact a better choice than traditional influencer marketing in terms of returns, transparency as well as results. We demonstrate to them, with our results, examples of having made influencers a dependable performance marketing channel for leading brands in India.
We highlight the benefits of working with a dashboard that offers transparency and measurability, so that brands can understand how their campaign is performing.
Since we already have over 2.5 lakh micro influencers in the DRIM app and award-winning cases in similar industries, we had faith in our ability to deliver, and confidently proposed to launch and build an affiliate influencer marketing channel from scratch.
Check other business cases we have published:
● How McDonald’s leveraged influencer marketing to acquire 95K new users
● DRIM Global wins Gold at the Maddies Awards for Influencer backed Performance Marketing Campaign
● Here’s how Domino’s Pizza doubled in-store visits in just a month!
We already have extensive data on what type of influencers will convert in the industry and the number of publications needed to achieve a high-performance rate (expected results per 1000 views).
Snapshot above: DRIM’s dashboard with data on converting influencer cohorts for Fresh To Home
Our powerful AI-driven platform forecasted the digital funnel, CPM, and the best factors to consider in order to achieve massive virality on Instagram and YouTube. Because of this winning formula, orders from new customers started flowing in for the brand from the third day after the first publication!
Project execution workflow and pitfalls:
Fresh to Home has been great to collaborate with and provided us with all the prerequisites to be able to launch the influencer marketing campaign. It took only 10 days to launch the new channel, including:
● The campaign briefing,
● Data analysis
● Generating the first converting cohorts of influencers
● Scouting and onboarding micro-influencers
We are proud that it took us only 18 days to deliver the results as per four week's media plan projection. We have continued scaling further.
Finding the right influencers for the project
Once the project was announced to our team, 30 of our influencer talent managers immediately started approaching the relevant influencers and educating them on how to get viral reels with content by keeping in mind trending content and other guidelines. Virality is not a matter of chance at DRIM. We train our teams and in turn, influencers on the principles that make content go viral. In this way, they are groomed to deliver maximum sales from their very first reel/YouTube/Telegram post for a project.
A cooperative and invested brand involvement in the process ensures the best results. Thanks to the cooperation of the Fresh To Home team, potentially top-converting influencers received barter codes quickly and focused on creating native, catchy, result-driven publications (reels and YouTube).
Here are a few examples:
Challenges and fine-tuning the campaign
Getting complete autonomy over content moderation to achieve smoother execution of the campaign was a challenge we overcame with Fresh To Home. Understandably, it is a leap of faith for brands to entrust us with moderation completely. They like to know that any content that will be published for them matches the standards that have been set by the brand.
It took numerous rounds of content moderation done jointly to get the brand on the same page about the quality of the content that would be published. We finally gained the brand’s confidence that we adhere to the highest standards when it comes to complying with brand guidelines as well as upholding the brand’s image on social media.
Our next task was to assure Fresh to Home that in the realm of performance marketing, we need to broaden our perspective beyond just aiming for relatable content. The brand’s approach so far has been to rely on word of mouth publicity and relatable content to gain more customers. To scale the campaign with performance as the objective, we have to inspire actionable engagement from a wider audience using influencers. Our USP (Unique Selling Proposition) is to turn influencers into brand advocates to scale performance marketing.
We leveraged our wealth of successful projects and presented compelling cases to Fresh to Home from their industry. As our approach is grounded in data-backed insights, the brand was able to embrace our vision for achieving the best possible outcomes.
Finally, we were able to win the brand’s trust because they understood that our vision is aligned with theirs.
Results and Future Plans:
In the first 28 days, Fresh to Home and DRIM achieved such results:
● 100 influencers onboarded
● 156 publications went live (mainly in the video format - reels and YouTube shorts)
● 3.5+ million views
● 2700+ paid, none-cancelled orders from new customers
The campaign is still ongoing at the time of publication, and in the next 3 months, we expect to hit such numbers:
● 3000 influencers
● 10,000 publications
● Over 20 million views
● 25,000+ paid, none-cancelled orders from new customers
In the current stage of the global economy, as global advertising spends has only begun recovering after four slow quarters in the past two years* (*Source: interpublic.com) , and businesses are still keeping traditional advertising spends low, brands desire to build a cost-effective affiliate influencer marketing channel and work with social media creators on a cost-per-result model. This ensures organic views and that high-quality audiences are engaged (the social media bots will not make any purchases and pay from their pocket:)), and it aligns influencers’ creativity towards how to secure revenue for the brand.
Fresh to Home’s opinion about the partnership:
“Fresh To Home’s success is a result of excellent service that ensures our customers turn out to be the best brand advocates. At a time when we are curbing heavy marketing spends, DRIM’s influencer marketing campaign on CPA basis is proving to be an effective marketing channel. It gathered 3.5 million views within a month. We are confident in our choice of partner for influencer backed performance marketing and hope for a long association with them.”
The project team from DRIM behind Fresh to Home’s success:
● Project Manager - Kseniya Korneva
● Senior scout - Pavithra Ramu
● Account manager - Parv Sharma
● Sales manager - Sandeep Kumar
Also read: How to Break Brand Fatigue Using Influencer Marketing
Would you like to know how your brand can benefit from DRIM’s expertise in influencer based performance marketing campaigns? Fill out this form and we will contact you: https://drim.one/contacts