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:
"The process was both costly and time-consuming."
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.
"I think, initially, because we decided to change all the approach to pay the creators. In the beginning, because we were just looking at the content, we were mostly doing gifted."
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.
We tested to see if paying some collaboration would increase the quality of some of the influencers that we can reach, and also reaching creators with a larger audience."
Philippe
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
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 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:
- Platform Fees - We're comparing entry-level plans for each platform.
- Upfluence - $700/mo (starting price)
- Insense - $450/mo (billed quarterly)
- Grin - $999/mo
- Influencer fees - → Since the brand worked with Instagram micro-influencers, we will use this as the main comparison point. We're using the lowest fee ($100) for this comparison.
- 34 x 100 = 3400
- Content licensing fees
- 34 x 25 = 850
- Product cost (retail price) - We're using the average price for the products gifted to the influencers in this comparison.
- 7 x 34 = 238
Social Cat costs
- Platform fees - 11 x 99 = $1089
- Influencer fees - $0 (gifted & affiliate collaborations)
- $0 (included in the Growth package)
- Total cost of products - $238
- Total cost = $1327
Comparison with Upfluence
Upfluence bills more than $12000 for its services for the same period of time.
- Platform fees - $8400
- Influencer fees - $3400
- Content licensing fees - $850
- Total cost of products - $238
- Total cost = $12888
Social Cat
Upfluence
Comparison with Insense
- Platform fees - $4950
- Influencer fees - $3400
- Marketplace fee - $680
- Content licensing fees - $850
- Total cost of products - $238
- Total cost = $10118
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.
Social Cat
Insense
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.
- Platform fees - $11 x 99 = 10989
- Influencer fees - $3400
- Content licensing fees - $850
- Total cost of products - $238
- Total cost = $15477
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.
Social Cat
Grin
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.
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.