Identification and verification of profiles

Modyf's products are dedicated to a specific target of workers/craftsmen, so the first necessity is to identify profiles that are first of all real craftsmen and, secondly, that address and tell the daily dynamics of their work.

Using the Roundabout platform, Modyf's marketing team was able to build the right mix of profiles by analyzing:

• Qualitatively: professional relevance, industry niches, themes, and storytelling.
• Quantitatively: performance and audience.

Full-funnel storytelling

As Modyf's Social Media Manager knows well, Influencer Marketing should not be a standalone channel, but rather a full-funnel channel that needs to be integrated into the brand's existing customer journey.

Hence the challenge of controlling content production in a way that could guide the audience through the discovery of the brand (awareness), the strongly competitive product features (consideration), and then to deepen on the website and make a purchase (acquisition). The creativity with which the ambassadors created the content further amplified the effectiveness of the message!

With the budget calculator, knowing the cost of the campaign was immediate even before starting. By selecting the type of campaign and the number of influencers to involve, it was possible to have a clear and precise idea of the budget to invest.

Through the Roundabout platform, it was possible to understand how to customize the campaign, both in terms of the number of influencers and the content, to achieve the best results. All in a very short time! This step is essential to be able to distribute communication over time, but above all, to produce content that can also be used by the brand itself. In this way, the cost of influencer marketing was also amortized for content creation.

The winning strategy of Modyf was to select a team of Micro Influencers in the most relevant mix of niches and to engage the profiles using an ambassador program from the first campaign.

To successfully execute the program, Modyf's marketing team decided to use Roundabout's tool, specifically to:

• Identify profiles in specific niches
• Analyze real and up-to-date performances
• Avoid punctual fee negotiation
• Avoid one-to-one contact management, contracting, and payments
• Provide indications and directions for product shipments
• Plan the influencer PED to align it with the internal PED
• Collect and analyze the obtained impact
• Have original content immediately available for reuse

Valuable storytelling

With Roundabout, Modyf was able to obtain content with strong endorsement, in which the brand and product values were told with a high dose of creativity.

Thanks to the strategic planning of its marketing team, Modyf was able to further amplify the effectiveness by using the ambassadors in the internal marketing campaign dedicated to Women's Day.

Sold out

By deciding to combine a part of the ambassadors with Women's Day and a part with the immediately following period, Modyf used dedicated UTM links and discount codes to acquire and convert the audience.

The result? Sold out of Women's Day t-shirts, 155% ROI on dedicated promos, and a 48% increase in conversion rate!

Strategically, this first test has certainly allowed the marketing team to understand three fundamental points:

• which profiles convert more and on what
• which CTAs and conversion methods are most effective for each profile
• what impact they can achieve by combining influencer promos with national/international events (impact on the KPIs of the entire funnel)

Track, analyze, optimize, and test again. This is how the success of an influencer marketing campaign is created!