Promotion of an online store with the help of bloggers on Instagram: ROAS 420%

Developing an SMM strategy

We were approached by a skincare store (at the client's request, we will not disclose the name of the product or the company). The purpose of the request: selection and communication with bloggers for advertising. Since the client did not have time to search, evaluate, and communicate, we took on this task.

6 000 грн

advertising campaign budget

250 000

conversions

53 333

people were reached by the advertising campaign

13 323 / 6 221 / 4 748

clicks to store links from stories

420%

ROAS

Details

GEO

Ukraine

Target audience

girls, 22 to 35 years old, do not like their current hair product/want to change something to improve their hair condition

Niche

Hair care cosmetics

Bloggers are still an effective tool for business promotion. Because with competent storytelling, they are able to evoke a sense of desire in their subscribers. However, there are also a lot of “unfortunate influencers” who deliberately create an artificial hype around themselves. Our goal is to find the right blogger for the business.

Task: Publish native ads on the blogger’s Instagram.
Topic: hair care products
Geo: Ukraine
Objectives:

Increase store awareness
Attracting new customers
Increase brand loyalty

Implementation of a project for an online store

Our work is divided into the following steps

Working out the selection criteria
Creating an email template
Search and selection of bloggers
Mailing and database formation
Preparation of technical specifications
Control of execution
Statistics of publications
The result of the promotion
Conclusion.

How do we find bloggers?

STEP 1. Selection criteria

This factor can be determined by a portrait of the brand’s target audience and pricing policy. You need to understand that a blogger should be interesting to the target audience that is ready to buy the product or service being promoted.

In our case, the client defined the following restrictions:

females;
age from 22 to 35 years;
pain: not liking the current hair product/wanting to change something to improve hair condition;
Important: naturalness, audience trust, as the blogger will be the face of the ad and will be associated with the brand.

STEP 2. Create an email script

We focus on the first message, which should attract the blogger among many other offers. It should also be clear and understandable. Next, we develop a small script that will help the manager quickly process dialogs.

STEP 3. Search for accounts

You can search by tags, groups, lists, and databases. But it is very important to pay attention to several factors:

audience activity on the account (engagement rate)
the quality and engagement of the audience, which can be checked by the comments under the publication
do not take those with a lot of spam and advertising
also pay attention to how often the blogger holds sweepstakes

STEP 4. Sending and building a database

This database should contain contacts with the blogger, his or her statistics, and the terms of placement.

STEP 5. Prepare the terms of reference for advertising

Many people complain about the inconsistency of advertising with expectations. Therefore, it is necessary to draw up a technical task in advance to get the desired result.

Work progress

Analysis and goal setting

Meeting with the client to clarify goals and expectations from the campaign. Identification of key metrics: increasing store awareness, attracting new customers, increasing brand loyalty. Clarification of the target audience: girls aged 22-35 who are interested in hair care and prefer natural products.

Developing blogger selection criteria

Setting criteria for selecting bloggers: Demographics: girls with an active audience. Engagement: a high level of interaction with subscribers. Naturalness and trust: the blogger should have a natural and sincere communication with the audience. Minimum spam and advertising: bloggers with organic content are preferred. Identification of important factors to weed out unwanted candidates: Artificial audience building. Excessive drawings and advertising posts.

Create a template and script for emails

Developing the first message to attract bloggers' attention. Create a script for dialogues so that the manager can communicate with bloggers quickly and effectively.

Search and selection of bloggers

Search for bloggers through hashtags, groups, and existing databases. Evaluate each candidate based on engagement, audience quality, and account activity. Compiling a list of suitable bloggers for further cooperation.

Sending out offers and creating a database

Contact with selected bloggers to discuss the terms of placement. Create a database that includes contact information, blogger statistics, and terms of cooperation.

Preparation of the terms of reference (TOR)

Development of a detailed ToR for a blogger with key points of storytelling. Instructions on how to integrate the client's products into the blogger's content so that the advertisement looks native and organic. Defining exact expectations for the format and content of advertising posts.

Control of execution and analysis of results

Monitoring the blogger's fulfillment of agreements. Collecting and analyzing publication statistics, including reach, number of clicks on links, and audience response. Evaluate the effectiveness of the campaign based on the data obtained.

The result of our cooperation

Key results

6 000 грн

advertising campaign budget

250 000

conversions

53 333

people were reached by the advertising campaign

13 323 / 6 221 / 4 748

clicks to store links from stories

420%

ROAS

We selected a blogger for the client who met all the specified parameters. In the terms of reference, we wrote down a step-by-step storytelling about hair care, where the blogger would refer to our client’s products.

Number of subscribers: 250 000
The cost of advertising: 6000 UAH

Screenshots of the coverage:

Results of promotion

Lots of positive comments
Reach achieved: 53,333 people.
Clicking on the store link: 13 323 / 6 221 / 4 748
Increased brand revenue: ROAS 420%

Conclusion

Influencer marketing is a great PR tool for businesses that helps to improve audience loyalty to a product/service. Thanks to a competent approach, a business can get a large influx of users who already trust the result, thanks to a clear example or recommendation.

Here is a customer’s feedback:

Do you have a business that just needs blogger advertising? Don’t hesitate to contact us – we’ll be happy to help!

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