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Sally Beauty

Creating Engaging, Cost-Effective Video Content

Influencer Marketing

Hypothesis
CLIENT CHALLENGE

Create expert, engaging, non-promotional video content for social and owned channels that is also cost efficient, in an effort to keep within the 80/20 content mix best practice

Plan
SOLUTION

Instead of outsourcing inspiration and educational videos to expensive production houses who potentially lack specific category expertise, we sought Influencers who are credible, authoritative sources to generate highly engaging content that can be consumed across owned channels

Results
CLIENT RESULTS
  • Drove down the cost of content from $1000+ per video to between $150 and $500 (an average cost reduction of 68%)
  • Content was reposted by top Instagram channels, bringing cost per view down to $.002
  • Average engagement rate for an Influencer post was 48% higher than a non-Influencer post

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