How to make over 100 posts with influencers and drive positive ROI for MEL Science — Adrox Agency

How to make over 100 posts with influencers and drive positive ROI for MEL Science

A short story about our favorite clients with whom we find the best strategy to drive sales from influencers directly and with $150 CAC, giving this campaign a 100% positive ROI.

Summary

We developed a strategy with a wide range of categories and ideas, contacted over 6,000 influencers, made more than 100 posts with the creme de la creme of influencers based on our KPI, found numerous ways to increase the number of direct clicks and made an experience to measure clicks and orders specifically for this project.

As a result, we have a CAC which satisfies clients’ aim which is $150.

About the client

MEL Science is a subscription service for educational packages with amazing hands-on experiments, powered by immersive AR & VR lessons and live online classes. Their products are ideal for aspiring scientists between the ages of 5 to 14, science teachers, schools, and homeschooling parents.

They’re breaking the stereotype that science is boring, difficult, and only for certain types of people. They strive to make serious science accessible, fascinating, and cool.

Aims

Our first conversation with MEL was about our self-service SaaS for influencer marketing, MEL used it for their campaigns. The main aim was to scale up the number of influencers per month and to maintain high results (CAC, ROI, and so on). It was hard for the internal team to find new, relevant influencers manually after a few years of working in the same category, so our service helped make it easier.

After a few months of using our platform, MEL has realised that the bottleneck was not in discovery, but rather in communications, briefings, testing different hypotheses, and strategies in general.

They’ve always known that we have our full-service performance-focused influencers marketing agency which works on our SaaS platform worldwide. They came to us with their main aim – to scale up the number of influencers per month with stable ROI.

Number of influencers: 102 

Platforms: Instagram, YouTube, TikTok

Markets: US, UK, AU, CA

Reach: 4 045 500 

CAC: 150 USD

Best Tech + Best Creative Strategy = Positive ROI
Best Tech + Best Creative Strategy = Positive ROI

Let see our examples.

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Solution

First of all, we performed competitive analyses. With our SaaS platform, we were able to analyze all our main competitor’s sponsored posts over the last 360 days. They have made 5 times more posts than our client, a lot of data for us, and it’ll help us plan our super-effective campaign.
Secondly, we summed up all MEL Science experience, so it will help us to understand what precisely worked best with the MEL Science product.

Based on our research, we have come to the following conclusions:
1. We need to focus on videos because they performed better.
2. We need to work not only with family influencers but with all categories that will help us reach our target audience (e.g. science influencers, interview influencers.)
3. We need to promote influencers’ posts amongst their audiences to get better results.
4. We need to work only with influencers which our KPIs require in terms of CPM, link clicks, ER, and so on. Researching and discovering influencers based on these KPIs should be a priority.
5. We need to be super data-driven on this campaign. We should see the connection between a lot of influencers’ insights and potential sales.

Based on this we have contacted more than 6000 relevant influencers to find the perfect ones to meet our requirements for CPM and links clicks. Just over 100 out of those who replied to us were suitable based on our KPI. We discussed how we could integrate it into the influencers’ life and content and guide everyone on how they should work with tracking links, promo codes, content quality, deadlines for preparing content for approval and publishing with each influencer individually.

Number of influencers: 102 

Platforms: Instagram, YouTube, TikTok

Markets: US, UK, AU, CA

Reach: 4 045 500 

CAC: 150 USD

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