New Blog: How to Nail Your Father’s Day Marketing with Influencers
Cuts is a premium men’s clothing brand specializing in T-shirts, sweatshirts, bottoms, and hats. The company’s goal is to provide clothing that is professional enough for work and stylish enough for a night out without sacrificing comfort.
In 2016, Cuts was created by Steven Borrelli when he found himself struggling to find the perfect t-shirt that had enough quality to be worn professionally at work yet also enough style for a night out.
Creators join the Cuts marketing team
The campaign assigned its ambassadors 1-2 TikTok videos per month each with a specific theme centered around a new product, collection, holiday, etc. Meanwhile, the partnership set out to build a group of creators to produce quality, brand-specific content.
The campaign goal was to grow each ambassador’s social presence and increase Cuts’ brand awareness on TikTok. Success for the partnership meant establishing a sustainable “content farm” of high-performing micro influencers to collectively produce 20-30 pieces of content with a 10%+ engagement rate and <$120 CPA.
Strategic influencer partnerships: maximizing reach across key audience niches with tailored ambassador programs
Research included niches with large male audiences, older audiences, and high-income audiences; influencer engagement rate; previous influencer partnership performance; other brands’ high-performing TikTok ad content; and influencers open to content in exchange for products.
Nano and micro influencers operated on a one-month trial basis. Their extension was dependent on campaign participation and execution of deliverables. Ambassadors produced 1-2 TikTok videos per month, each with Cuts-branded tags.
Partnerships used macro and celebrity influencers, while paid media used nano and micro influencers. Partnerships started as three-month paid deals (2-3 monthly videos with creative freedom) with most earning a contract extension. Paid media was a monthly recurring campaign that required 1-2 monthly videos following a specific campaign brief.
To include all relevant information and make the right impression on prospects
To check creator engagement rates and metrics to help find brand-appropriate partnerships.
To field applicants, court prospects, and serve as a single communications hub.
To track revenue produced by each ambassador and attribute ROI to the campaign and its best performers.
To easily ship and track products sent to creators in exchange for monthly posts.
To help guide creators on exactly what kind of content needed to be included in their sponsored posts.
Streamlined influencer partnerships: building a micro influencer team and trial campaigns for scalable growth
A team of 15 micro influencers was established, producing 1-2 videos per month with minimal input required from the brand. In addition, more than 20 three-month trial partnerships were initiated with influencers ranging from 150,000 to over 5 million followers. These partnerships helped streamline content creation and payment tracking, making the process more efficient and easily manageable.
The campaign met the following KPIs:
<$120
cost per acquisition
1-2
monthly videos generated
GRIN is essential for me since I am the only person at Uber totally dedicated to TikTok. It is an all-in-one platform that helps me consolidate so many different processes and makes my life a lot easier so I can focus on coming up with new ideas and exploring new creators.
PHIL ROSARIO
Global Social Media Lead, TikTok at Uber
