Influencer marketing is a known tactic to drive traffic and sales. But PeachSkinSheets says one of the main benefits for its brand is asset creation.
While the brand manufacturer of bedsheets had basic product images, it did not have a well of content that showcased the sheets on a variety of beds, or with consumers interacting with the products, said Stephanie Darden, vice president of marketing.
PeachSkinSheets decided to grow its influencer marketing channel to increase the number of images it had for its website and for other marketing initiatives, such as email and social media, Darden said. The extra traffic and sales the channel drives is just bonus.
The brand started using influencer hub Cohley to gain access to a larger share of influencers where it can streamline its process of selecting the right type of influencer for its brand. PeachSkinSheets will share the details of what it is currently promoting, such as a new color or promotion, when it wants the message to go out and the number of images.
PeachSkin typically requires four to eight photos, and an Instagram post or reel, from each influencer. The brand approves the influencer’s content.
“At the end of the campaign, we are able to get a really great round of images that we use,” Darden said. “Before, we were basically using anything we had. We were sort of grasping at straws for images. Since we have grown with Cohley, we just have amazing images that we’re able to use throughout social, email, anything we want for advertising.”
On average per month, PeachSkinSheets works with about 15 to 20 influencers, which could be 60% of influencers from Cohley and 40% from influencers it finds on its own. It also works with pet influencer platform Pupfluence to use dog influencers. Pet influencers typically have lower engagement than its human influencers, but using dogs and cats in its photography is a large part of it content, she said.
These campaigns keep its well of content fresh, and the brand only does photo shoots for its products every few years.
The brand evaluates the success of each campaign by how many likes or comments it receives, and how that compares to the influencer’s average. Typically, the more followers the influencer has, the more engagement each post receives, said Darden, who declined to share any performance metrics for its posts.
More marketing tactics beyond influencers
As a marketing channel, influencers go hand-in-hand with its other core tactics and the channel amplifies its other strategies, such as email, SMS, affiliate and earned media, Darden said.
Another tenant to its marketing strategy is having its products featured on various TV segments, such as Deals & Steals, GMA Live and The View.
ABC has featured PeachSkinSheets for more than four years and in May it will be on its 41st segment, said Tammy Bethune, vice president of public relations. The television network continually asks to feature the brand on the show, which works like an affiliate. PeachSkin offers 50% off to shoppers, and ABC takes a cut of the revenue for each sale that initiates off of its platform.
The segments give the brand great national exposure, but doesn’t necessarily allow the brand to acquire a high lifetime value shopper, Berthune said.
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