Overview

WachMe, a young D2C startup led by IIT-KGP alumni, aimed to break into the corporate gifting market leveraging LinkedIn influencer marketing just before Diwali. Given their first-time venture into influencer marketing & budget constraints, they chose to proceed cautiously with a single, well-targeted campaign.

Objectives

• To gain visibility among corporates, ideally HR personnel and other senior level employees, for their gifting options leading up to Diwali

• To test the effectiveness of a tailored LinkedIn influencer marketing campaign for a B2B audience

Challenge

• Inexperience: Without prior experience in influencer marketing, WachMe was unfamiliar with selecting and managing influencers.

• Payment Concerns: Traditional fixed, upfront payments were a risk they were reluctant to take. Given that it was a new marketing strategy they were exploring, this became a significant deterrent.

• Influencer Selection: Finding the right influencer that fit their budgets, who could authentically engage a professional audience they wanted target, was crucial and challenging.

Solution

anchors delivered a comprehensive solution: WachMe discovered that anchors' platform perfectly aligned with their needs, addressing all their concerns, tailored for their first foray into influencer marketing.

• AI-Driven Influencer Matching: anchors' AI recommended an ideal influencer (KOL), an HR professional with 80k followers, ensuring alignment with WachMe’s target demographic.

• Performance-Based Model: With a transparent, risk-free payment model that aligned costs with actual campaign results, anchors offered an option that minimized financial risk.

Expected Outcomes vs. Actual Results

• Reach: The campaign far exceeded expectations with 1,20,000 impressions in 3 days—300% above what was anticipated, demonstrating the influencer's effective reach and content resonance.

• Engagement: The influencer’s post garnered 1,184 likes, 63 comments, 5 reposts, sparking considerable brand interaction and interest. It got an impressive 1.7% engagement rate.

• Budget Efficiency: Even though the initial budget nearly doubled, our built-in safety cap (which protects expenditure from skyrocketing) kept the final CPM at just ₹0.25, way below the expected ₹0.57

• Lead Generation: The campaign effectively generated interest, evidenced by 4 direct product inquiries.

All this with just 1 post by 1 influencer (KOL).

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POST-CAMPAIGN ANALYSIS

These are some deeper insights on the audience that engaged with the campaign:

This analysis enables the brand to understand if their campaign was a success beyond just impressions and engagement numbers.

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Analysis

The campaign’s success proves that targeted influencer marketing works well in the B2B sector, especially on LinkedIn.

The influencer’s ability to generate far more impressions & results than expected showed her strong connection with the audience and her effectiveness in sparking interest and action.

Conclusion

WachMe's first try at influencer marketing on LinkedIn opened up new possibilities for using influencers in the B2B market. It also underscored the importance of choosing the right influencer.

The experience provided useful lessons on how to allocate budgets for future campaigns, highlighting the importance of adjusting expectations based on the actual engagement received.

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Are you too interested in exploring performance-based influencer marketing, where you only have to pay for results? Check us out via this link or if you prefer, talk to us.