Bare Bones + @ADashofdolly = A perfect partnership!

Selecting the right partners for your social media influencer strategy takes skill and savvy and when you choose wisely, great things will come from it. Recently, we saw this play out with one of our clients, Bare Bones, who brings all time-honored benefits of bone broth and collagen in a convenient and ready-to-use package. Recently, they partnered with an influencer named Dolly Sengsavang (@adashofdolly) who has expertise in creating delicious Whole30 recipes and spreading self-love and positivity. So not only is she a well-versed authority in our space but given her energy, she is also the type of brand alliance that is favorable for the client.

On Dolly’s feed, you will see beautiful photos of her food creations along with their respective recipes on her blog. She used to be a Whole30 certified coach and has highlighted the use of liquid broths in the past. The Whole30 diet is similar to the paleo diet, which encourages eating unprocessed meats as a source of protein. This background made her a perfect pairing for our client.

This collaboration began with a giveaway on Dolly’s Instagram account, as well as a takeover on Bare Bones’ Instagram Stories, signaling the launch of the product in all Whole Foods stores nationwide! The giveaway included four pouches of Bare Bones liquid broths, as well as their Collagen Peptides. In the giveaway post, Dolly explained how Bare Bones liquid broths are Whole30 approved and went into detail about all of its incredible benefits. She also shared the creative ways she loves to use bone broth by featuring a mashed potato recipe right on the Instagram Story.

Dolly doing a takeover on a Bare Bones Instagram Story made the followers aware of the giveaway and drove traffic to Dolly’s page showcasing all of her amazing recipes. Because she is an expert on the Whole30 diet which incorporates bone broth, Dolly can speak authentically about the usefulness of those Whole30 approved products. Her audience trusts her to be an expert and trusts that she’ll only recommend products she believes in.

Not only has Dolly been a great ambassador for the product, but she has also contributed creative ways to incorporate Bare Bones in the recipes she creates on her feed and on her blog. For avid readers of her blog, this gives even more exposure to the brand and shows the functionality of the product in Whole30 approved recipes.

Because her audience is niche and pairs so nicely with Bare Bones, her recipes and posts have generated earned comments by new potential customers, sparking up a conversation around the brand.

 

Earned Comments:

What we really love about Dolly, is that she puts in the work when it comes to comments. We say it all the time, that it is one thing to just post about brands and another to go deep in the comments. Not all influencers do that, so make sure you investigate before engaging one. Here she facilitates a conversation and we jumped in there too, to create a deeper connection with our newest fan.

Choosing the right influencers for your brand can create so many possibilities. In this case, Dolly, a well-educated Whole30 expert, was able to speak authentically about the use of Bare Bones, to create recipes that entice her followers to put the product to use AND helped facilitate sales. This is a real win for all parties and the reason we will be working with @ADashofDolly again, real soon. :)

 

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Snapbac + Santia Deck = Influencer Gold.

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As we’ve stated many times before, at Sircle Media, we love to forge partnerships with thoughtful, authentic influencers. Recently one of our clients, Snapbac, (a line of compression-based sportswear that helps you warm up, work out and recover, all in one garment with revolutionary heat and ice therapy pods) partnered up with the incredible Santia Deck, an Olympic USA rugby hopeful and USA flag football athlete. Not only does Santia have a following of 328,000+, but many of them are real athletes who love to engage with her posts. Meaning she has width and depth.

The partnership consisted of some Instagram feed posts and Instagram Stories each month over many months. On Santia’s feed, she went above and beyond the terms of the contract, because she really found value in the product. This is such an important, though often overlooked ingredient to true collaboration with people of influence. Many get paid to promote products they don’t even use, to be honest, and that is just not the real deal. Santia sported their gear organically during her sprinting exercises and rugby workouts because they help her perform at her best, which is the intent of the product in the first place. These posts resonated well with her audience and she was the “featured actress” and Snapbac was just the supporting cast.

She also did a Story takeover and she discussed the benefits of the heat and ice therapy pods as well as why she loves the compression on both the top and bottom part of the body. Before the takeover, she announced that she would be doing so on her own Instagram Story. During the takeover, Santia did not post on her own feed, so it felt like she was genuinely taking over the Snapbac account for the day.

Her takeover offered real content from a fitness maven, explaining exactly how to use our product (=content Gold) and it also provided 2-3X the amount of impression consumption on each Story (in comparison to 200-300 which is the norm). We also had a spike of 100 followers that day along with DMs about our product and pricing (=buying questions!).

Santia Deck has been such an incredible influencer to work with. She is awesome, a real inspiration in fitness and a great partner. Not only did she wear Snapbac’s apparel in posts directed towards the brand, but she also wore the apparel in posts where she was advertising for other brands (=added value).

Working together with influencers that resonate with your brand and understand how to represent the product is what makes the right partnerships so successful. This is why Sircle believes in the power of a fully integrated partnership with real influencers who wield actual influence AND know how to play the game and really collaborate with their brand partners. Just another reason, why @trackbaby001 is a star!

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Influencer Spotlight: @Headstandsandheels

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At Sircle Media, a big part of what we do for brands is managing relationships and strategic partnerships with influencers. These days, a lot of people are faking it in the influencer space, so it is really important to analyze and understand what makes one great.

We recently partnered with an amazing young woman, who goes by @headstandsandheels on Instagram. First off, I like the handle selection, as it doesnt pigeonhole her as much as others because she can toe the like between health and fashion. She is not a macro influencer with 100K+ followers, but she provides so much more depth than many of those profiles. To me, it is about strategically finding underpriced attention, rather than reaching for overpriced partners that often lack the punch their numbers imply.

We prefer to look for brand ambassador type engagements over one and done relationships that are all too common these days on social. We contacted Melanie and together came up with a multi-dimensional partnership to be run over the next few months for our client, Terra Origin. It involves many posts, online content, offline events and a really comprehensive collaboration that allows her to really get to know and experience the brand and products and provide her take on how they make her feel or perform in general. In order to really wield influence and opine on their value, she had to immerse herself in them. This way she can provide honest and truthful information (the whole point of “influence”) and our client (who of course, believes deeply in their products) gets to show off their wares to someone who is a bullseye target.

Plenty of influencers strike these types of partnerships every day, so this alone is not a differentiator.  What makes her special is that she is a wonderful soul and a pleasure to work with. So many influencers lack business acumen and are hard to deal with. Others don’t actually have influence and are selling follower count over everything else and not willing to put in the work. Melanie acted like a business person and really sat down and negotiated with us to help get us to terms (financial/logistical/creative) that work for both parties.

I also want to point out how she engages with her community. Many influencers post content that is beautiful (and even accomplishes the reach desired from the relationship) but I find that so many don’t engage in their comments on those photos. They treat the relationship like PR (one-way presentation) and don’t get into the weeds and conversation with their followers. To me, an influencer who does not do that religiously is leaving opportunity on the table and extremely vulnerable to losing their influence as platforms evolve. She is in there, having a conversation and providing depth in addition to her width. This makes her a great partner.

Bonus: In the image here, she is wearing Sweaty Betty which is a brand Terra Origin would love to be associated with. I know some marketing folks who would be annoyed that they were underwriting the relationship and another brand was stealing some of the thunder.  I personally love the association upside it brings with it. I look at it as her being authentic and living her life and she is bringing value to that other brand too in the process. To me, it means she either worked with them before and as a truthful influencer, continues to bring value to a brand she had a relationship with because she genuinely likes the product. OR it is a brand she just loves (and has such a solid brand profile, that you could argue it actually raises her street cred) and that brand should pay attention and come work with her. Regardless of the spirit, I love and applaud the hustle and tactic.

Big fan Melanie, big fan!

 

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