Adore Me discovered the power of influencer marketing to reach and attract new, younger audiences, seeing a 37% lower cost per incremental purchase and a 7% higher sales conversion rate from ads influencers posted.
Adore Me is a direct-to-consumer lingerie ecommerce company based in New York City. Founded in 2012 as a online lingerie startup, the company aims to disrupt the intimates industry by providing designer, fast-fashion, affordable and inclusive styles made for every body type.
lower cost per incremental purchase for influencer-posted content
higher click-through rate with influencer-posted content
higher sales conversion rate with influencer-posted content
as many people aged 18–24 were reached by influencer-posted content
Adore Me was looking for different ways to reach people at a lower cost per acquisition and wanted to test the viability of a influencer content marketing strategy.
The Adore Me team saw its sales and market share increasing, but was concerned to see its cost per acquisition rising as well. Finding growth opportunities at a sustainable acquisition cost was a challenge, and the team became concerned that its current audience was saturated, leaving few options for further engagement.
The Adore Me team decided to see whether influencer marketing might be a fruitful avenue to efficiently reach new audiences. With global coronavirus (COVID-19) shutdowns requiring many people to work and spend much of their time at home, the Adore Me team promoted influencer posts that focused on how Adore Me’s products helped them feel “comfy at home.”
With positive results from this initial test, the Adore Me team set up a more comprehensive lift test comparing three different creative approaches:
business-as-usual creative posted from Adore Me’s Instagram and Facebook profiles
content created by influencers posted from Adore Me’s Instagram and Facebook profiles
content created by influencers posted from influencers’ Instagram and Facebook profiles
In each test cell, the Adore Me team delivered video ads to women in the US aged 18 and older, and discovered that influencer content outperformed the brand’s traditional creative among younger demographics. Some of the most successful video ads featured influencers unboxing Adore Me products.
Influencer content posted directly from influencers’ profiles showed the highest impact. Following the success of the influencer campaigns, the Adore Me team doubled its influencer creative budget. The brand plans to explore how different influencers can help it reach different audience segments who are most likely to enjoy Adore Me’s products.
Out of the three video ad cells that ran from August 28–October 28, 2020, the Adore Me team found that the content coming from influencer profiles performed the best. A Facebook conversion lift study showed that cell delivered:
37% lower cost per incremental purchase
2X higher click-through rate
7% higher sales conversion rate
2X as many people aged 18–24 were reached by influencer-posted content