Thorum
YouTube Integrations Campaign

overview

Boost brand awareness and revenue for Thorum, a premium jewelry brand.
  • Geography:
    United States
  • Budget:
    Small
  • Channels:
    YouTube
  • Client:
    Thorum
  • Status:
    Completed
  • Number of Collaborations:
    3 creators
  • Client:
    Thorum
  • Status:
    Completed
  • Number of Collaborations:
    3 creators
  • Geography:
    United States
  • Budget:
    Small
  • Channels:
    YouTube

Objective:

Boost brand awareness and revenue for Thorum, a premium jewelry brand.
  • Client:
    Thorum
  • Status:
    Completed
  • Number of Collaborations:
    3 creators
  • Geography:
    United States
  • Budget:
    Small
  • Channels:
    YouTube

Execution Strategy

  • Influencer Selection:
    • Identified and collaborated with top YouTube creators with a significant female following in the US.
    • Selected channels with a strong focus on True Crime, aligning with Thorum's target demographic.
  • Content Format:
    • Integrations within existing content.
    • Each influencer created personalized content that seamlessly integrated Thorum jewelry into their usual narrative style, ensuring authenticity and relatability.
  • Campaign Highlights:
    • Achieved over 1,082,000 views across all integrations.
    • Content highlighted Thorum's unique features and craftsmanship, making the promotions feel organic rather than forced.

Detailed Strategy

  • Data-Driven Approach:
    Instead of choosing influencers solely based on their follower count, we conducted thorough audience analysis to identify creators whose followers align perfectly with Thorum’s target demographic—primarily women in the US.
  • Tailored Content:
    Influencers created personalized content that seamlessly integrated Thorum jewelry into their usual narrative style, ensuring authenticity and relatability. This approach made the promotions feel more organic rather than forced advertisements.
  • Storytelling:
    Influencers shared personal stories and experiences related to Thorum jewelry, creating emotional connections with their audience. This narrative technique helped in building trust and interest in the brand.
  • Special Discounts:
    Provided influencers with exclusive discount codes for their followers, creating a sense of exclusivity and urgency. This strategy helped in driving conversions and tracking the effectiveness of each influencer’s impact.
  • Consistent Messaging:
    Ensured that all content across different influencers conveyed a consistent brand message. Provided detailed briefs and creative guidelines to maintain brand coherence.

Challenges and Insights

Results:

  • The campaign successfully generated significant brand awareness with over 1,082,000 views.
  • The data-driven approach and tailored content led to high engagement and conversion rates.
  • Emotional storytelling and exclusive discount codes effectively drove sales and increased brand loyalty.

Results:

  • The campaign successfully generated significant brand awareness with over 1,082,000 views.
  • The data-driven approach and tailored content led to high engagement and conversion rates.
  • Emotional storytelling and exclusive discount codes effectively drove sales and increased brand loyalty.

Key Takeaways:

  • Targeted Creator Partnerships:
    Selecting creators with audiences that match the product's unique appeal is vital. This ensures higher engagement and better campaign performance.
  • Engaging Content:
    Creative, engaging ad reads can significantly enhance viewer interest and drive better results.
  • Loyal Audiences:
    Smaller creators with loyal followings can offer substantial value, especially for niche products with higher price points.

Key Takeaways:

  • Targeted Creator Partnerships:
    Selecting creators with audiences that match the product's unique appeal is vital. This ensures higher engagement and better campaign performance.
  • Engaging Content:
    Creative, engaging ad reads can significantly enhance viewer interest and drive better results.
  • Loyal Audiences:
    Smaller creators with loyal followings can offer substantial value, especially for niche products with higher price points.

Results:

  • The campaign successfully generated significant brand awareness with over 1,082,000 views.
  • The data-driven approach and tailored content led to high engagement and conversion rates.
  • Emotional storytelling and exclusive discount codes effectively drove sales and increased brand loyalty.

Campaign Coordination:

  • Content Integration:
    Designed seamless and authentic product integrations within the influencers' existing content formats. Collaborated with influencers to create engaging and relatable content that highlighted the unique features and craftsmanship of Thorum jewelry. Ensured that the product mentions were natural, aligning with the influencer's personal style and content theme to maintain authenticity and viewer trust.
  • Timeline and Support:
    Established a detailed campaign timeline to ensure consistent and timely content releases. Provided influencers with comprehensive briefs, including key messaging points, brand story, and visual guidelines to maintain brand consistency. Monitored and supported influencers throughout the content creation process, providing feedback and adjustments as needed.