Proof

Whilst Proof is incredibly well known in the US, with over 189k followers on their global instagram, as a new entrant to the Australian market, they needed an influencer strategy to penetrate the local market. The Influencers Agency was engaged to drive awareness of the brand in Aus & NZ, and help create local UGC that would resonate with an Australian audience.

The key use cases for Proof are as period underwear, and leak-proof for use during pregnancy & postpartum. To highlight the product functionality, the influencer campaign was designed around influencers who were pregnant or new mothers who could speak to their authentic use of the product during this key life moment. This was also supplemented with lifestyle influencers who have a high percentage of female followers and are known for speaking in an unfiltered way about topics such as mental health, sustainability, relationships, bodies - where showcasing a period underwear would feel authentic and resonate with their audience. 

Each influencer's content was created to echo what Proof is known for; its sustainability benefits, sweat & leak-proof, perfect for pregnancy, postpartum, and body positivity. All content included a clear call to action to drive traffic to the website and a discount code for each influencer to drive online conversions.

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Goals:

- Build brand awareness around Proof Au through authentic user generated content.

- Drive traffic to swipe-up to the website to shop using discount codes.

- Appeal to a diverse demographic through engaging a vast variety of influencers to hero the campaign messaging.

- Generate a library of user generated content for the brands socials & retargeting campaigns.

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‍‍‍Approach:

- Channel: Instagram

- Influencers: 17 Australian influencers were booked in the lifestyle category

- Micro vs Macro: 15x Micro influencers, 2x Macro influencers

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‍‍‍Content:

- 1x in feed post (still photo or IG Video under 1min)

- 3x Instagram stories (with a swipe up link for those with over 10k followers)‍

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Results:

- Total Likes: 9,690

- Total Reach:  49,959

- Total Engagement: 11,213

- Total Instagram followers targeted: 574,660

- Content created: 112 pieces of unique content (14 posts, 39 stories & 59 additional images/videos)

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Some of the content created:

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