Vooray used many different influencer platforms, and each time, the retailer was underwhelmed. Several of the influencer marketing software platform providers specialized in helping discover influencers. Other platforms they tried focused on monitoring social chatter and social listening.
The company was frustrated because every system and software they used was overpriced and did not deliver the expected results. Further, Vooray was unable to obtain the information or insights they were seeking.
The athletic bag and accessory business had three main groups of brand champions. Thus they devised three advocacy programs, including trainers, customers, and influencers.
Working with three influencer programs can be a challenge, especially for smaller organizations. Vooray had to have the ideal platform to run three separate influencer channels.
Vooray developed unique communities to mass produce UGC. In turn, the involvement with the brand and groups would hopefully encourage brand loyalty and drive sales through three influences.
Each advocacy program had distinct objectives and KPIs. Overall, Vooray was looking to:
- Track and scale word of mouth
- Build trust and foster authentic conversations
- Grow referrals and revenue
Vooray was able to measure word of mouth. In fact, Vooray's vice president of marketing, Brad Staples, reported,
"We surveyed every new customer that Vooray acquired. A staggering number of people heard about us from a friend or saw a trainer using our products. These are things we could not track or replicate."
Unlike all the other influencer platforms Vooray had tried, Wooly measured the genuine product discussions. For the first time, Vooray was able to validate their word of mouth clearly.
"Wooly allows us to know when these conversations happen and measure them. It is a huge goldmine for a marketer!"
The social impact of their advocacy programs was outstanding. Vooray advocates produced thousands of UGC that reached almost 100 million new individuals. Brand awareness and reach skyrocketed. Additionally, the engagement rate was double the industry average.
"It's awesome to see the effects that authentic Influencers have. The conversations are natural. They're not forced. No BS radars are going off anywhere. It's where you would want to hear about a new product from a friend, an acquaintance, and from someone you trust."
Explore the Vooray case study.