Stefan

Stefan

Aug 30, 2022

As a small brand, there is no chance I can afford to pay macro-influencers

Lucky Thirteen Candle Company was looking to build more brand awareness around its newly launched...

Lucky Thirteen Candle Company is a wellness & lifestyle brand founded in 2020 during the pandemic and retails handcrafted, high-quality massage oil candles with natural ingredients sourced in the US.

Their patented products, massage candles, contain ingredients that allow the candles to be used for massaging or moisturizing the skin or to provide a scent to the room.

The brand’s primary target market is women aged between 25 to 60 years old. Currently, they focus on North America.

Niche

Wellness and Lifestyle

The Challenge

Lucky Thirteen Candle Company was looking to build more brand awareness around its newly launched line of products. Initially, they tried to partner up with macro-influencers in their niche but were unsure if a wider audience would be the right one for their products.

A wider audience often means their range of interests is quite broad, and the company was not sure if advertising to this type of audience meant their products would become a top choice for them regarding candles.

Instead, Lucky Thirteen Candle Company was interested in advertising to a smaller but more engaged audience that trusts the influencer more. Being more engaged and trusting the influencer more would give them an extra chance of becoming a top product choice and later converting into a customer.

"I am a new brand launched not too long ago. I tried to work with some macro-influencers, but they were too expensive for me, asking between $500 to $1000 for a campaign. As a small brand starting, there is no chance I can afford to pay that, and I know sales cannot be guaranteed either, which makes sense.

This was the main problem - the costs of accessing Influencer Marketing."

Amina Mack
Owner at Lucky Thirteen Candle Company

The Solution

Lucky Thirteen Candle Company discovered Social Cat through an ad on Instagram, and they were quickly attracted to its accessible pricing model, the large pool of gifted creators, and the fact that they were all micro-influencers.

The Social Cat model was attractive for multiple reasons:

  • Pricing - affordable and based on a month-to-month contract
  • Matchmaking system - match with influencers based on what you are looking for and skip the manual work involved in outsourcing them
  • The large pool of micro-influencers and their variety

The company joined Social Cat at the end of May 2022 and matched with more than twenty micro-influencers in the USA in wellness, lifestyle, and home-decor niches.

Joining Social Cat meant not only were they matched with engaged micro-influencers, but they also saved more time, money, and resources working exclusively on gifted collaborations across the USA.

The Results

Between June and August 2022, Lucky Thirteen Candle Company have completed 26 collaborations with micro-influencers.

Collaborations completed
26
Avg followers per influencer
6,904
People reached
35,900

Lucky Thirteen Candle Company worked exclusively on gifted collaborations on Social Cat. The only costs related are the gifted products and the Social Cat subscription. There are no other costs related to micro-influencers payments or content usage rights.

Total cost
$412
Impressions
46,670
CPM
$8.9

"Our candle company, Lucky Thirteen Candle Company, chose to work with Social Cat after seeing an ad for influencers online. As a smaller business, paying thousands of dollars for influencer marketing is not possible right now. Social Cat high quality influencers available for reasonable pricing. The process is smooth and since using Social Cat, we have seen an increase in engagement on our social media outlets."

Amina Mack
Owner at Lucky Thirteen Candle Company

Check some of the collaborations

Would you like to get started with influencer marketing? Start a free trial with Social Cat and collaborate with micro-influencers to get sales, brand awareness and user-generated content.

Want to learn more before starting a trial? Book a demo.

Comparison with other platforms

It's important to notice, Social Cat is the only platform that helps brand find micro influencers that are happy to work on gifted collaborations. All other platforms are focused on paid influencers.

In comparison, if Lucky Thirteen Candle Company decided to partner up with paid micro-influencers (5k - 50k), the minimum influencer fee for one single campaign would be $100 (according to Influencer Marketing Hub). To this, we add the costs of the products plus the platform used to discover the mid-tier influencers and the price for content usage rights. The minimum charge for content usage rights when working with micro-influencers is a minimum of $50.

Social Cat is by far the most affordable platforms on the market. Most other platforms use obscure pricing and it usually starts at a minimum of $300 per month. The cheapest plan at Social Cat is $49. Here's the pricing for some of the other platforms out there (for working with 26 influencers):

  • Tribe Group - $3629/mo (pay-per-use, basic plan)
  • Modash - $654/mo (the essentials plan, basic plan)
  • creator.co - $395/mo (self-serve, basic plan)

Let's break down the pricing if Lucky Thirteen Candle Company were to use one of the other platforms and use paid micro influencers.

  • Platform fees = 3 months * minimum $395 = minimum $1,185
  • Influencer fees = $100 per influencer * 26 influencers = $2,600
  • COGS = $216
  • Content license rights = $50 per content * 26 influencers = $1,300
  • Total cost = $5,301

By working with gifted influencers from Social Cat instead of paid micro-influencers on other platforms, Lucky Thirteen Candle Company saved more than $4,889 over the course of just three months.

Comparison with influencer marketing agencies

We gathered data from 50 brands on Social Cat and their previous experiences with influencer marketing agencies. We discovered that the minimum fee to work with agencies is billed at $1500 per month for outsourcing about 20 micro-influencers and running campaigns with them. On top of these costs, we need to add the influencer fees and the fees for content usage rights.

Let's break down the pricing if Lucky Thirteen Candle Company were to use an influencer agency.

  • Agency fees = assume 1 month * $1,500 = $1,500
  • Influencer fees = $100 per influencer * 26 influencers = $2,600
  • COGS = $216
  • Content license rights = $50 per content * 26 influencers = $1,300
  • Total cost = $5,616

By working with gifted influencers from Social Cat instead of hiring an influencer agency, Lucky Thirteen Candle Company saved more than $5,204 over just 3 months.

Final Notes

Lucky Thirteen Candle Company is just one of the thousands of satisfied brands that chose to work with micro-influencers on Social Cat.

Influencer marketing is a must have a tool in the stack of any marketeer or business owner. It works great in addition to your paid acquisition channels to generate awareness, build brand trust and get user generated content to use in your ads.

Would you like to get started with influencer marketing? Start a free trial with Social Cat and collaborate with micro-influencers to get sales, brand awareness and user-generated content.

Want to learn more before starting a trial? Book a demo.