Wonderstripes is a cosmetic brand that offers a range of skincare and beauty products designed to enhance natural beauty and combat signs of aging. Their product lineup includes eyelid lifting strips, hydrating eye patches, and moisturizing face masks, all crafted from high-quality, dermatologically tested, and cruelty-free ingredients. The brand emphasizes simplicity and effectiveness, providing solutions that aim for a more youthful and radiant appearance.

People reached

147k+

Impressions

220k

UGC pieces

100+

Niche

Skincare and Beauty

The Challenge

When asked about the challenges faced in influencer marketing at Wonderstripes, the team highlighted:

This happened especially in the early stages. They initially sought creators "directly on Instagram or on Facebook, mostly on Instagram". However, this approach led to multiple challenges.

The Solution

In the early stages of their marketing efforts, Wonderstripes primarily aimed to boost sales conversions through collaborations with creators. The team initially believed that by partnering with influencers, they could directly increase their product sales.

However, as their strategy unfolded, they encountered a pivotal realization. "At the beginning, I was looking for more conversions," they reflected, "But with time, we have seen that it is not something that we can reach with creators." This insight led them to shift their focus towards building brand awareness instead. They discovered the true value of these partnerships lay in "awareness and creating some traffic for our social media and our website," rather than direct sales conversions.

Philippe (the owner) elaborated on the strategic pivot, highlighting a significant change in their approach to working with creators.

This initial strategy involved primarily unpaid collaborations, where the exchange was content-centric. However, the team decided to experiment with paid collaborations, hypothesizing that this could enhance the quality of their partnerships.

This strategic adjustment was driven by the desire to partner with more professional influencers, those with a broader reach and potentially a more significant impact on the brand's visibility and audience engagement.

The Results

Collaborations completed

34

Avg followers per influencer

13k

People reached

147k

Impressions

220k

Influencers cost

$1089

Pieces of UGC

100+

COGS

$238

CPM

$7.54

Social Cat fee

$290

Check some of the collaborations

Comparison with other Influencer Marketing platforms

For this comparison, we'll have a look at three different platforms: Upfluence, Insense, and Grin.

For an accurate comparison, we must have an understanding of the following:

Social Cat costs

Comparison with Upfluence

Upfluence bills more than $12000 for its services for the same period of time.

Comparison with Insense

This is the total cost of the campaigns if Wonderstripes decided to work with Insense in this specific comparison. One aspect to take into consideration is that Insense bills quarterly, and there's no cancel-anytime policy in place.

Comparison with Grin

GRIN is another popular Influencer Marketing software, and the above is a breakdown of the costs of working with this platform compared with Social Cat. The comparison is made on the same length and same types of influencers.

GRIN doesn't do gifted collaborations for a more accurate comparison. Even if we compare with Social Cat from the paid collaborations perspective, Social Cat still ends up more affordable due to its accessible pricing: almost ten times more affordable than GRIN and due to its content licensing feature.

Final notes

The main lessons from this use case are:

Adapt and pivot: Initial strategies might not yield expected results; flexibility to pivot towards more effective goals like brand awareness is crucial.

Value beyond sales: Influencer collaborations often offer value beyond direct sales, such as enhancing brand visibility and community engagement.

Invest in quality: Transitioning from unpaid to paid collaborations can attract higher-quality influencers and extend reach, contributing to better content and broader audience engagement.