Success StoryBroaden Your Audience, Create Brand Ambassadors & Produce License-Free Content at Scale
Russell Athletic reached new market segments and increased social media engagement with the help of ApexDrop.
Campaign At-A-Glance
Challenge
To connect with a younger, more socially active audience.
Solution
Leverage ApexDrop’s microinfluencers to conduct virtual tastings and share their experiences with their social followings.
Results
460Creators Activated
106Stories
1,461License Free Content
5%Engagement (Ind Avg 1-2%)
410Posts
7.3MTotal Followers
8,124New Instagram Followers
317%Above Industry Average Engagement
Challenge
UGC is proven to boost ad performance and social engagement. It can even increase time on site, conversion rates, and average order values significantly. Most brands cannot organically produce enough UGC to meet their digital marketing needs. Requesting permission to reuse organically produced UGC is also a challenge.
The target audience was diverse millennial men, with a street wear, dance wear or artistic vibe.
Solution
We simply offered the chance to collab with Russell Athletics to the fashion and lifestyle segments of our private network of influencers. 1885 influencers jumped at the opportunity to produce content in exchange for Russell Athletic’s product gifts.
Of those, 460 influencers were activated — those who best fit the Russell Athletic vibe.
Results
Over six campaigns, ApexDrop activated 460 micro influencers for Russell Athletic campaigns. They produced a whopping 1,461 pieces of license-free content where were shared via 410 posts and 106 stories with potential reach of 7.2 million followers.
Micro influencers are known for their high engagement rates. ApexDrop influencers and their fans engaged 368,232 times with these posts and stories. The 5% engagement rate (average) was significantly higher than the industry average (source).
Russell Athletic gained 8,124 new followers, a 23% increase, on its Instagram page during the campaigns.
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Working with the ApexDrop Team has been a great way for us to reach a broader audience while seeding product to targeted influencers. Having an influencer strategy has allowed us to connect with true brand ambassadors and collect social content that shows a diverse, creative audience. We love to see how Russell Athletic product is captured with the influencers unique styling.
– Beth Adams, Russell Athletic, Brand Marketing Manager
Russell Athletic isn’t the only brand we’ve helped reach new heights.
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