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To make relationship health more accessible, OURS built an entirely new approach to relationship health. On Loveware (you know, software for your love…), your experience with OURS combines the insight and human touch of a Guide with the delight and insights of technology, representing a truly magical, life-changing experience. OURS had limited resources for influencer marketing but knew the potential it had to drive website visitors and booked clients. They tried to engage a few influencers on an ad-hoc basis, but running a real test to evaluate influencer marketing’s effectiveness was out of scope given their limited resources. OURS came to Word on the Block to structure an influencer marketing test campaign to ensure they were working with the best influencers in the country, at fair prices, with the performance analysis necessary to arm them with real data on its viability as a marketing channel for their company.
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Word on the Block worked with OURS to understand their target audience, the messages that would resonate best on social media, and the performance goals they needed to hit in order to expand their influencer marketing work. Word on the Block tapped its network of over 100,000 influencers to find the perfect brand messengers, and structured a test campaign that allowed them to identify the segments that worked, the segments that didn’t, and the reasons why. Word on the Block aggregated pre-negotiated offers from influencers for OURS to evaluate, split by therapists, therapy patients, mental health advocates, and general do-gooder influencers. With the goal of website visits and therapy sessions booked, each influencer posted a video for their audience, but also granted Word on the Block to boost the content from their page, which enabled them to a clickable link directly in the video, a strategy optimized to drive their bottom funnel metrics. Word on the Block managed the execution process, ensuring each selected influencer was contracted, had the information they needed to create their content, and stayed on track with their planned deliverable timeline. After posts went live, OURS was able to monitor and analyze relevant performance metrics like reach, engagement, landing page visits and conversions, all in one place for easy access and comparison.
The test campaign showed definitively that female therapy-creators drove the best bottom funnel results, despite a lower reach on average. This showed a tight audience fit between OURS and this type of influencer, which prompted a follow up campaign focused solely on this type of influencer. Between the first test campaign and the follow up campaign, website visits increased 2x and therapy sessions booked increased 3x. ROAS hit 3:1 exiting the follow up campaign, which provided more than enough proof for OURS to ramp up their influencer marketing work with Word on the Block. Today, our campaigns are running an average ROAS of 5:1, and with the Word on the Block team handling all campaign execution, there is very little work required from the OURS team.
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