If You Have an iPhone, You Need a Case.
Few things are as gut-wrenching as spending over $600 on a phone only for it to shatter into a million pieces because you dropped it on the floor Saturday night (we’ve all been there).
But you could’ve averted this crisis if you had a phone case from Casetify. The company creates high-end and durable phone cases — it’s the equivalent of wrapping your expensive iPhone in (stylish) bubble wrap.
And with 1.5 billion iPhone users, Casetify is a big business, reaching one out of every seven Millennials.
Clearly, Casetify didn’t get here without having a solid understanding of the social media landscape. However, the company still needed a helping hand to recruit hundreds of new influencers to continue boosting their brand awareness.
If you’re in social media marketing, you know how time-consuming it can be to land even one influencer.
But our team here at Ubiquitous systemized the process, allowing us to reach out to nearly 1,000 influencers — resulting in securing 84 new influencers for Casetify. These talented influencers went on to create over 150 high-quality videos, landing Casetify nearly 9.5 million impressions and expanding their target audience.
TikTok’s Shifting Algorithm
Casetify mastered the art of TikTok in 2020, capturing the hearts of Gen-Z and Millennials everywhere. Yet TikTok never stays the same for long, and as the platform evolved, Casetify sought to shift with the moving tides.
Casetify came to Ubiquitous to not only stay ahead of the curve but to find the best influencers in their niche and expand to new audiences (they knew the statistics on the power of influencer marketing). This would mean a mass recruitment effort.
Luckily, our team at Ubiquitous specializes both in influencer recruitment and creating binge-worthy content. In October, we started our first campaign with Casetify with a focus on perfecting their influencer outreach system.
Casetify’s best-performing influencers tended to be women and couples in the lifestyle, beauty, and fashion categories. Using this information, our campaign manager Erin Orcutt compiled a list of 191 potential influencers from our influencer database before cutting them down to the top 100.
Once Casetify approved the new list, content production manager Natalie Stone sent hundreds of emails to the influencers, while community manager Devin Demyanovich entered the project management phase into a shared database.
Once the creators were approved, Natalie would start outreach, send offers, negotiate deals, and perform quality checks. This process lasted two to three weeks, resulting in 24 new influencers and 48 videos.
“We’ll always do a quality check because we want to keep the content as organic as possible, even if the company already provides the creative briefs.” — Erin Orcutt
This type of outreach requires thousands of emails and hundreds of hours, but by outsourcing it to Ubiquitous, Casetify could instead focus on its internal campaigns and plan its upcoming marketing strategies.
Between October and February, the team at Ubiquitous tested Casetify’s newest briefs for their evergreen campaigns. This included videos such as…
→ “What I Ordered Versus What I Got”
→ Drop Test Videos
→ Fall Photo Dump
In the February campaign, we decided to double down on Casetify’s evergreen content. Casetify wanted to continue recruiting new influencers (and stay within their budget) so we opted to contact micro-influencers — influencers who have between 10,000 and 100,000 followers.
These smaller influencers are not only less expensive to collaborate with but often have dedicated and active audiences. Our team vetted each micro-influencer by analyzing their engagement rates, followers, median views, comments, and posting consistency. These micro-influencers went on to create a mass volume of content (65 videos) at a fraction of the cost.
Here's where you get the stuff we don't put on the blog. Learn how to craft an entire TikTok marketing strategy from scratch, plus get access to our proprietary data on the top 100 creators and brands on TikTok by industry— and a lot more.
A campaign wouldn’t be a campaign without its roadblocks.
Because Casetify’s phone cases came from Hong Kong, there was an extra layer of preparation required. The cases would need two weeks to ship, and with dozens of influencers waiting on cases, being organized was essential.
The game plan was for Natalie to directly order the product for the influencer and then contact Casetify’s team with the order number so they could label it as a high priority — helping expedite the process.
The second “roadblock” was the time zones. From October to December, our LA team collaborated with Casetify’s Hong Kong team — a 15-hour time difference.
Our team set up an “efficiency system” where before each call we’d outline to-dos and list priorities. This helped ensure a call that wouldn’t last past 15 minutes (so the Hong Kong team could go to bed as it was usually 11 PM for them!).
Three Lessons From the Campaign
After five months of collaboration, there were three key learnings from the campaign:
1. A Formal Video Can Work With the Right Influencer.
Casetify opted for a more traditional advertising approach. Although TikTok users usually prefer organic content, a formal video can still perform well if created by the right influencer where it feels natural to their page.
For example, Casetify tried a “What I Ordered Versus What I Got” video during the February campaign. We used influencers who had already created product reviews, so when the influencer posted Casetify’s video, it blended into their page. This helped Casetify’s video appear organic — even if it’s more formal than the usual TikTok ad.
2. Have Each Influencer Make At Least Two Videos to Boost Conversion.
There’s a well-known marketing rule called “The Rule of Seven.” It suggests that a prospect must hear the brand’s message at least seven times before they’ll purchase the product.
With this in mind, both the team at Ubiquitous and Casetify requested each influencer create at least two videos so their audience could 1) trust that the influencer genuinely enjoyed Casetify and 2) be exposed to Casetify’s brand as much as possible.
“If a brand is interested in seeing conversions, such as website clicks, you’ll see those numbers after the brand has been featured a couple of times.” — Erin Orcutt
3. Use Promo Codes For Pricey Items.
Casetify’s products retail for $40 and up. It’s a reasonable price to protect an expensive item, but for Casetify’s largely Gen-Z audience, it can be on the pricier side. We found that by arming our influencers with a promo code of 15% to 30% off, people are more inclined to purchase.
Where Casetify is Going From Here
Casetify has continued working with Ubiquitous for a March campaign to help expand outside of their Gen-Z customer base. To do this, our team opted for a “creative freedom” campaign.
The goal was to test new types of influencers and audiences, and if an influencer’s video would perform better when they’re given creative freedom versus a detailed creative brief.
Our team recruited a handful of influencers, from those with big personalities to someone who does tricks on a trampoline wall (you really can find anything on TikTok these days!).
In total, 28 videos came out and Casetify hit over four million views at a cool $9.59 CPM — their lowest yet.
Since October, our team has landed 84 new influencers to create content for Casetify.
“Finding new influencers is really time-consuming, and the fact that Ubiquitous was able to compile a huge list and land 84 of them was just awesome.” — Jesse Seo, Influencer Marketing Associate at Casetify
Although recruiting influencers is an administrative heavy task (read: emails galore) our team never acted like an agency filling out a to-do list. We visited the Casetify LA headquarters, as we’re here to get to know our clients on a personal level.
“Ubiquitous stood because I felt like throughout our entire time working, it was always a very positive energy. Super excited, ready to hit the ground running and keep the conversation going. It’s definitely a partnership, even though it’s just technically communication through Slack. It always feels like I'm talking to another teammate. ” — Jesse Seo
If you’re looking not only for an agency but for a partnership that’s here to help you excel in your influencer marketing goals, drop us a line. We’d love to learn more about you and see how we can help.