Partnering with micro-influencers for a successful crowdfunding campaign
The Single Apple Company is a new player in the French spirits industry. In 2019, they entered the market through a crowdfunding campaign on Kiss Kiss Bank Bank.
To spread the word about both the brand and the ongoing crowdfunding, Quercus partnered with 15 passionate bloggers and micro-influencers who are experts in drinks & spirits.
We built a 6-week outreach strategy including Instagram Stories and Posts at key moments of the campaign, while leaving the influencers free rein on the content.
KPIs
- 20+ Instagram Posts
- 50+ Instagram Stories
- 70,000 people reached
- 6,412 € raised through the crowdfunding, exceeding its initial target by over 60%
Why should you consider working with smaller influencers?
We often talk to brands that dream about working with the most famous social media stars, especially when they are new to influencer marketing. However, when looking at the return on investment, the accounts with the most followers are hardly the ones delivering the best results for your brand.
4 advantages of working with nano- or micro-influencers:
- Higher AUTHENTICITY: Content creators with small communities often share more creative and authentic pieces of content. We see three reasons for this: First, they are truly passionate about what they do ; second, every new brand collaboration could be a golden opportunity for them ; third, authenticity is key to engagement, which is key to sustained follower growth.
- Lower PRICE: Nano- or micro-influencers have much lower rates than their peers with larger communities. When reaching out to content creators, you shouldn’t only focus on the amount of followers. Ask for their stats and calculate the average rate per 1,000 views (CPM) in order to assess the expected ROI. You might be surprised about how well some micro-influencers deliver in comparison to the bigger accounts..
- Product ENDOWMENTS: If you are a smaller company, you might have a very limited communications budget. Sometimes, when you just started, you might not even have a budget at all. Here is some good news: You can absolutely carry out a successful influencer marketing campaign with product endowments only. That’s what we did for The Single Apple Company, and look at the results!
- Less COMPETITION: Another important aspect to consider when collaborating with content creators is the amount of paid partnerships they do. Micro-influencers usually get less opportunities than more established accounts, therefore reducing competition between brands on their page. If you want your brand to stand out, do not work with a celebrity who shares 3 sponsored Stories a day. Also watch out for direct competitors among their current and previous collaborations.
Read more about our approach to influencer marketing with another business case: Working with “mumfluencers” to promote the latest Braun Healthcare baby products.