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.

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.

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 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.