Introducing Scentbird, the fragrance subscription service that believes everyone should express themselves through scent. With over 300 perfumes and 250 colognes, Scentbird offers an unparalleled selection of brands, including Prada, Gucci, and Versace, as well as indie labels like Skylar, Heretic, and Confessions of a Rebel. From beginners to fragrance aficionados, Scentbird is the one-stop shop for all things scent.
Influencer Marketing Objectives & Goals
After running Scentbird’s campaign for 12 months and testing +25 verticals on both YouTube and Instagram platforms, we wrapped up 2021 with an already mature campaign and a clearer perspective on what worked and what didn’t, but the challenge for 2022 was going to become how to take this to the next level, almost doubling up the investment without neglecting the amazing performance we had achieved so far.
It was the year to get solid, squeeze in everything we had learned, and reach the new challenging goals with a much higher budget.
We were working towards getting as organic and attractive as possible integrations to reach our targets with the key message of “deepen your relationship with fragrances with Scentbird” as the new solid brief but still leaving it up to the creators to promote the brand in their own way.
The main KPI goals for the 2022 campaign were to maintain a low US market CPM, achieve an under 2-digits CAC, high VTO, and aim at a positive ROI, the biggest challenge of them all.
Youtube Campaign Planning
Demonstrate to judges how the campaign was planned and what collaboration took place. Detail any research undertaken, tools and technologies used, and challenges that need to be overcome.
Starting 2022 with the goal of spending twice the investment and aiming at a positive ROI, we knew that to make it, the key had a solid strategy.
We started the year off having proven in 2021 the superiority of YouTube as the top platform to achieve the best CACs, and Commentary, Mystery, and ASMR, being our top verticals. Focusing on this, during 2022, 60% of the budget was allocated to them, while the other 40% was allocated to other verticals since continuously testing new approaches to the brand is what keeps us from running into an alley.
Parallel to this, we allocated 30% of the total monthly budgets by following a rigorous plan of 3, 6, and 12 months of long-term deals with our top performers. The length of the agreement was set according to their CACs and order volume. This allowed us to build a solid base of budget booked beforehand, gaining momentum for the upcoming months by not falling behind with the investment and, at the same time, securing the performance as much as possible since we were lowering the risks of the 70% coming from the new deals with the already-booked top performers.
But nothing was set in stone. Every month, we presented performance reports that always questioned and proved the verticals, demographics, types of deals, and platforms. We continuously adjusted our strategies based on what we learn is best for the CACs.
We were also supported by a very special and extensive data studio for the campaign, since, in 2022, TATAM built a campaign dashboard (Scentbird’s CampaignHQ) for better tracking, visibility, transparency, and open data, with the goal of achieving faster decision-making.
The team at Tatam implemented a dynamic, data-driven approach to influencer marketing called "Performance 4x." This involved weekly worksession with real-time data to scrutinize each video's sales performance and make real-time adjustments to the campaign. Key aspects of the process included:
Multi-stage Analysis: Each deal was examined from discovery to implementation, allowing us to optimize across various stages.
Quick Identification: Blockers, wins, and next steps were flagged promptly, and the most and least potential verticals of the month were identified.
Content Quality: Conversations with creators focused on aligning video topics and hooks with brand messaging for organic, engaging content.
One notable finding was that videos with a short "recall" at the end had significantly better Customer Acquisition Costs (CACs). This led to making recalls a mandatory part of negotiations and briefs.
The "Performance 4x" strategy proved to be effective, allowing us to manage an annual budget that exceeded 100% booking. This resulted in five-figure orders and seven-figure proceeds, bringing the campaign close to being ROI positive. Overall, the initiative allowed us to adapt rapidly to changing conditions and maximize our investment.
Influencer Marketing Tracked Results
Scentbird x TATAM has been running for 26 months of the ongoing campaigns up to date.
Over 1,200 sponsorships went live all time and +800 during 2022 to date, testing over 35 verticals.
Achieving 267M videos views all time and 170M from 2022 to date, coming from YouTube, Instagram, and TikTok.
Resulting in a 2-digit CAC, 2x better than 2021’s, and positive ROI, driving half of the Scentbird annual sales.
Scentbird’s campaign planted a total of 828 trees with the TATAM Reforestation Project in 2022. TATAM partnered up with the Eden Projects and started the TATAM Reforestation Program in January 2022, planting 1 tree every time 1 one of our videos goes live.