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Bigelow Tea is one of the nation's leading producers of specialty teas, which includes more than 150 varieties of flavored, traditional, green, organic green, herbal, decaffeinated, and iced teas. With new variety launches like Butterfly Pea Flower Herbal Tea and Botanicals Cold Water Infusions, Bigelow was looking to tap into influencer marketing to provide support for these launches. While resources were available in the market to find influencers and communicate with them, Bigelow needed a solution that worked around their launch dates and seasonal spending needs, without wasting money on expensive yearly subscriptions in months they did not need it. Word on the Block’s usage based pricing model worked perfectly for Bigelow’s sporadic influencer needs. Bigelow also needed a solution that went beyond just finding influencers, but actually worked with each influencer throughout the entire campaign process, another key Word on the Block competency.
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Word on the Block found over 100 of the top influencers in Bigelow’s target market, all eager to work with Bigelow to drive awareness and sales of their new product varieties. With launches on various e-commerce platforms as well as physical stores in varying locations around the country, Bigelow needed influencers with the right geographic audience fit as well as those willing to go in-store to shoot content. Word on the Block coordinated and executed everything from travel and product shipping, link generation and distribution, and content review and posting specifications, while Bigelow was able to monitor each influencer’s status throughout the process. Content was scheduled in accordance with product launch timing, which varied by geographic location. Campaigns were organized by product launch and by location, and performance was analyzed on a combined as well as bifurcated basis.
Bigelow’s product launches were extremely successful, and they attributed some of that success to Word on the Block’s influencer marketing work. Though there are many factors that impact a product launch's success, and varying marketing levers operating at once, we were able to analyze sales traffic relative to content launch timing, and measured a 2x lift in sales and 2.5x lift in website traffic during periods where influencer content went live. Bigelow was also able to amplify the best performing posts targeted at specific geographic locations to provide a further improvement in awareness and sales.
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