40 micro-influencers and 340 new customers in 90 days

The challenge

A Mumbai baby care brand had tried influencer marketing once and written it off. It paid two large parenting influencers for sponsored posts. The posts got likes, and nobody could find a single order that came from them. There was no tracking link and no discount code, so there was nothing to measure.

Baby products are a trust purchase. A parent deciding what goes on a newborn's skin listens to other parents they follow, and they can tell a paid script from something a person actually uses.

The approach

Webzenia replaced two big names with 40 smaller ones. The team shortlisted parenting creators with modest, engaged followings, most of them parents posting about their own children, and read through each account's comments to check the conversation was real before reaching out.

Nobody got a script or a caption. Each creator received the products to use at home and was asked to post only if they liked them. That made the posts slower to arrive and much easier to believe.

Every creator got their own discount code and tracking link, so each sale could be traced to the person behind it. Creators earned a commission on those sales, which gave them a reason to keep posting after the first time.

The results

Influencer revenue went from nothing to Rs. 6.8 lakh in 90 days. Every rupee of it is tied to a named creator's code or link.

340 new customers placed their first order through a creator. The brand now knows which of the 40 creators are worth working with again.

Earned media value came to 3.2x what the programme cost. That counts the reach of the creators' own posts, on top of the sales they drove.

The stack behind it

• InInstagramSocial
• ALAffiliate links and creator codesTracking