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Driving awareness To Moonpig’s Gifting Range Using Instagram Influencers
We worked with Instagram influencers to shine a spotlight on Moonpig's seasonal product ranges and drive traffic to the website to increase sales.
Moonpig, a card and gifting service, wanted to raise awareness for 3 peak periods for gifting Summer Birthdays, Valentine’s Day and Mother’s Day. For each campaign, we sent three influencers gifts from the upcoming range which successfully drove significant uplifts in traffic, strong engagement rates, and a very rewarding 13% increase in their following.
2M
Combined impressions
20k+
Engagements
3.5k+
Website sessions
The Brief
The goal for Moonpig was to drive awarness for key gifting products during their peak periods and to drive users to the website. Moonpig also wanted us to help them understand the optimum timeframes for when they should be aiming to get content live ahead of key periods in order to effectively drive the most sales for their business.
The Plan
Running three separate campaigns we combined a variety of different strategies that used both an organic gifting and paid approach to reach multiple audiences and to ensure we were providing the best ROI for our client. We focused on using instagram influencers to ensure an easy path to purchase. To ensure we were learning when was the most profitable time for influencers to post, we staggered the influencer content and had them post multiple times throughout the campaign period.
Spotlight Campaigns
For Mother’s Day, while we sent flowers, cards and gift sets, we also tapped into the emotions behind the gifts. Whether celebrating their mothers or celebrating being a mother themselves, our influencers created touching posts that resonated with viewers, impacting Moonpig’s reach and driving traffic to their site.
An additional goal outside of raising awareness of the range was to test whether the times in which this seasonal content dropped would impact the sales and so we measured the difference in the traffic that came from social posts when posting content both three weeks and one week before Mother’s Day.
We found that sharing the products with social media audiences one week before the event was the most effective posting schedule, driving the most traffic to site as people tend to think about these type of events much closer to the date itself.
With our birthday campaign, we sent three micro-influencers a gift box of Moonpig products to throw their dogs a “Birthday Paw-ty” and document the fun on Instagram.Through research and audience insights, we knew that including dogs and puppies in our messaging would land well, and provide an opportunity for increased organic reach and a higher engagement rate.
Spotlight Campaigns
Campaign 01
We created Digital PR campaigns that allowed us to target multiple markets across Europe including the UK, Germany, France, Italy and Spain.
For our key piece of content, we focused on Reebok’s ‘Training’ category and explored the world’s most popular fitness programmes and diets.
Using Google search trends, we collated a list of 30 different forms of exercise and nutrition plans. Drilling down into the interest each activity or diet had gained over the previous 12-month period, we took a deep dive into the following metrics for each:
- Articles covering them as a topic
- Google search interest for each
- Instagram hashtags linking to the trend or activity
- The number of followers/influencers posting about them
Based on all the data collected, we found that ‘HIIT’, ‘yoga’ and ‘cross-training’ were the three most popular fitness trends of the moment, whilst ‘intermittent fasting’, ‘plant-based’ and ‘keto’ were the most talked-about diets.
Campaign 02
We created Digital PR campaigns that allowed us to target multiple markets across Europe including the UK, Germany, France, Italy and Spain.
For our key piece of content, we focused on Reebok’s ‘Training’ category and explored the world’s most popular fitness programmes and diets.
Using Google search trends, we collated a list of 30 different forms of exercise and nutrition plans. Drilling down into the interest each activity or diet had gained over the previous 12-month period, we took a deep dive into the following metrics for each:
Articles covering them as a topic
Google search interest for each
Instagram hashtags linking to the trend or activity
The number of followers/influencers posting about them
Based on all the data collected, we found that ‘HIIT’, ‘yoga’ and ‘cross-training’ were the three most popular fitness trends of the moment, whilst ‘intermittent fasting’, ‘plant-based’ and ‘keto’ were the most talked-about diets.
