Rapid activation times

The need of Winelivery is to activate the community on challenges or specific projects that involve the audience and activate it in the short term.

To do so, they need to hire a medium-large influencer team in a very short time (<10gg), who will accept the engagement, complete the order on their app and already start creating and publishing content.

If quoting, outreaching, negotiating, hiring and activating 20 influencers manually seems like a great effort to you, imagine the same steps with 60 influencers in a month! Winelivery did it without going crazy using Roundabout.

Local influencers

Winelivery is delivery service active in 65 Italian cities. For promotional purposes, it needs to get a national coverage, but still referring locally to the main Italian cities. 

This is both to get enough wide market reach, and because it needs influencers to receive the products for each campaign! Do you think it was a problem? They used Roundabout not only to find local Micro Influencers, so they actually reside in specific cities, but they could also verify that their audience also belonged to the same city!

Mix of niches

Being a beverage service, obviously the need for Winelivery is to identify relevant niches to give credibility to promotions.

Using the Roundabout platform, the marketing team has managed to build the right mix of influencers for every business, going from the niche of influencer wine, to the niche of influencer mixology, as well as industry professionals (sommelier) or influencer lifestyle that tell of the best moments aperitif.

After initial testing with influencers, Winelivery found its perfect formula for campaigns. With the Budget Calculator he perfectly calibrated the mix of influencer team levels, the number of content for each engagement, the expected results and then the budget for each campaign.

This step was fundamental to be able to distribute the communication over time, but above all to produce content that can also be used by the same brand. In this way the cost of influencers marketing has been amortized for the creation of content. 

Winelivery’s winning strategy was to run a 3-month test of the Micro Influencer Marketing channel.

Knowing that the real exponential impact with this channel is achieved in the long-term, the goal of the test was to find the right formula of influencer teams, content, budget and results that could ensure consistency to the business. 

After the test, the rest was uphill! Winelivery managed to find the formula to activate +20 influencers in <10gg, engage them and receive the first content immediately and structure highly engaging storytelling for their communities.

Thanks to Roundabout manages to activate monthly campaigns that have brought benefits on the entire funnel. In particular, with Roundabout, they were able to:

• Identify profiles in specific cities and niches
• Analyze real and updated performances
• Avoid negotiation time spend
• Avoid outreach management, agreements and one to one payments
• Manage products shipments
• Plan the PED influencer to align it with the brand's PED
• Report and analyze the impact of each campaign
• Get the original content to be reused on their social media

Traffic

With Roundabout, Winelivery has managed to perform 13 influencer activities in a year, involving 288 Micro Influencers in Italy and obtaining +1M of Impression and a traffic growth of 227%.

Since traffic is the goal of the annual program, Winelivery has decided to hire influencers only for the production of Instagram Stories, which in fact have given great results.

Cost and time savings

Thanks to the use of Roundabout, the marketing team of Winelivery has achieved a significant economic impact on cost optimization, for a total of +57k € saved on the second year of continuous use of Roundabout.

In particular the savings on administrative costs necessary to scale the influencer activity, avoiding the manual search, analysis and execution processes. With at least 20 active influencers per month to be managed with the support of a tool, they have optimized the effort/man keeping a reduced team of people.

Lastly, the considerable savings on content production, optimized thanks to brief control, getting +1200 content (video) at less than 1/3 of the price. Content that they could spend on all online channels with the additional benefit of being able to show high value social proof.