Nadra Safiri is a UK-based brand that works with the rarest and most elusive perfumers who typically live in emerging economies. They source fragrances from Africa, supporting local farmers, growers, and harvesters of the noteworthy ingredients used in their supply chain.
The brand markets quality, unique, luxurious home scents and products for customers across the UK. Their values are based on ethical purchasing, ethical consumption, and sustainable sourcing.
Niche
Home Decor and Lifestyle
The Challenge
As a fresh and emerging brand in an already crowded niche, Nadra Safiri needed to create awareness and educate consumers on its products. For them, awareness & education were two key components that needed work early on to help them convert better in the future.
On top of this, they were in need of user-generated content for their social media and paid advertising channels.
"We were preparing to launch our new line of home fragrances after months of work. Being so busy with operations, we did not get a chance to take care of our marketing strategy. We knew we wanted to work with micro-influencers, but we just did not have the time nor the resources to look for them manually.
Then we discovered Social Cat, and we thought this would be a perfect match for us to generate that buzz we wanted with as little effort as possible."
The Solution
Nadra Safiri turned to Social Cat to create a pipeline of engaged and authentic micro-influencers in various niches.
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
Working with Social Cat, Nadra Safiri has been able to create the awareness and education needed for their new products on social media quickly with three times less manual work involved compared with manual outsourcing.
On top of this, they've got over 50 pieces of user generated content (both videos and photos) that they can use across their marketing channels, including paid advertising.
The Results
Between June and August 2022, Nadra Safiri have completed 57 collaborations with micro-influencers.
- Collaborations completed
- 57
- Avg followers per influencer
- 11,914
- People reached
- 135,819
Nadra Safiri 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
- $1,807
- Impressions
- 176,564
- CPM
- $10.2
"As a launch brand, Social Cat is extremely valuable to us. We did not know how to get started with influencer marketing but Social Cat worked closely with us painstakingly to figure out what works best for us. The app is great at matching influencers. We have got some really lovely influences from Social Cat who we continue to work with. The app is a true disruptor in the space where frankly there is a lot of noise at the moment. Social Cat cuts out all of the noise and offers true value to brands. Thank you so much for your continued help!"
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.
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 Nadra Safiri 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 57 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 Nadra Safiri 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 * 57 influencers = $5,700
- COGS = $1,171
- Content license rights = $50 per content * 57 influencers = $2,850
- Total cost = $10,906
By working with gifted influencers from Social Cat instead of paid micro-influencers on other platforms, Nadra Safiri saved more than $9,099 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 Nadra Safiri were to use an influencer agency.
- Agency fees = 3 months * $1,500 = $4,500
- Influencer fees = $100 per influencer * 57 influencers = $5,700
- COGS = $1,171
- Content license rights = $50 per content * 57 influencers = $2,850
- Total cost = $14,221
By working with gifted influencers from Social Cat instead of hiring an influencer agency, Nadra Safiri saved more than $12,414 over just 3 months.
Final Notes
Nadra Safiri 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.
