Optimizing Influencer Marketing for Top, Middle and Bottom Funnel KPIs

Solution

ColonBroom worked with Word on the Block to structure their test campaign in a way that would give them the ability to evaluate the effectiveness of influencer marketing on each part of the funnel. Each influencer they engaged, sourced and managed by Word on the Block, was asked to deliver one video post to drive organic views and engagements (top of funnel) and allow ColonBroom to boost the video through the influencer’s channel (middle and bottom of funnel). Various influencer types were utilized to determine the best go-forward fit, including older creators with a focus on weight-loss, older creators with a focus on digestive health, and younger creators with a focus on biohacking. After Word on the Block executed the campaign, it was clear that older creators with weight-loss-focused content generated superior performance, driving exceptional top and middle funnel metrics. ColonBroom saw the promise of influencer marketing, but tasked Word on the Block with improving the bottom funnel metrics (actual sales) before determining how to proceed with influencer marketing. Word on the Block engaged the best older weight-loss-focused creators, each asked to post organically but also grant ColonBroom the usage rights to the video for use in their existing paid media strategy, optimizing for driving conversions. The conversion metrics soared and ColonBroom continues to work with Word on the Block today, expanding its influencer marketing work.