Blume
Scaling Brand Awareness Through Micro-Influencer Advocacy
ACHIEVEMENTS AT A GLANCE
2.2k → 6.1K
Traffic
1.3k → 5.9k
Shares
3.4K → 12K
Saves
CASE STUDY SUMMARY
Project Index
Executive Summary
As Social Media Director at Havas, I implemented a micro-influencer strategy for Blume to increase brand awareness and drive engagement across Instagram, TikTok, and YouTube Shorts. By leveraging data-driven tactics, we achieved a 300% ROI, boosted website traffic, and positioned Blume as a community-driven wellness brand.
PROJECT DETAILS
Duration: 3 months
Campaign Budget: $20,000-$50,000
Target Platforms: • Twitter • Facebook • Instagram
Tech Stack: Influencer Management: AspireIQ Analytics & Reporting: Sprout Social, Google Analytics. Content Scheduling: Later.
Core Competencies: Influencer Selection, Engagement Analysis, ROI Measurement
01. CHALLENGE/OPPORTUNITY
CHALLENGE/OPPORTUNITY
Blume needed to transition from sporadic influencer collaborations to a structured, results-driven campaign while maintaining their community-first and authentic brand identity.
INITIAL ASSESSMENT REVEALED:
Blume lacked a cohesive influencer strategy tailored to Gen Z audiences. We identified the opportunity to create a scalable micro-influencer framework to drive engagement, build loyalty, and boost conversions.
02. STRATEGY & APPROACH
STRATEGY
Influencer Tiering:
• Focused on micro-influencers with 10K–50K followers and engagement rates above 5%.
Content Framework:
• Designed campaigns around top-performing themes, including skincare routines and product education.
Commission Structure:
• Incentivized higher engagement with tiered rewards for influencers.
APPROACH
Influencer Selection:
• Curated 25 skincare influencers using a scoring system for engagement, content quality, and audience fit.
Content Strategy:
• Focused on UGC, routines, and tutorials across Instagram (carousel posts, Stories), TikTok (trends, challenges), and YouTube Shorts (reviews).
Content Calendar:
• Synced influencer content with product launches and seasonal campaigns.
Performance Optimization:
• Conducted weekly A/B testing and refined content based on real-time analytics.
03. IMPLEMENTATION & EXECUTION
@jessy_volk
TIKTOK
Content Type: Educational + Product Demo
Primary Focus: Product Education and Engagement
Core Strategy: Highlighted Blume’s products through trending routines and challenges.
Key Tactics:
• Featured products in influencer skincare routines.
• Leveraged trending challenges for visibility.
• Shared quick demo clips for ease of understanding.
@itsgurnaz
Content Type: Conversational + Product Highlight
Primary Focus: Engagement and Sales
Core Strategy: Blended behind-the-scenes content with promotional campaigns.
Key Tactics:
• Shared ingredient highlights via carousel posts.
• Timed seasonal promotions to align with sales events.
• Used polls and quizzes to encourage interaction.
@cassandrabankson
Youtube Shorts
Content Type: Tutorials + Reviews
Primary Focus: Brand Awareness
Core Strategy: Delivered quick reviews and tutorials to showcase product benefits.
Key Tactics:
• Partnered with influencers for detailed product reviews.
• Shared concise tutorials for easy audience consumption.
• Featured UGC to enhance authenticity.
04. RESULTS & IMPACT
Return on investment
traffic increase
Engagement Rate
Engagement Rate
Sales Growth
STRATEGIC WINS
Revenue Strategy:
• Micro-influencer campaigns generated a 300% ROI, proving the value of targeted partnerships.
Audience Engagement:
• Focused, authentic content drove a 38% increase in engagement.
Community Building:
• Strengthened loyalty and trust through scalable influencer strategies.
IMPACT
Revenue Growth:
• Achieved +300% ROI through data-driven influencer partnerships.
Engagement Surge:
• Increased interaction by +38% across all platforms.
Traffic Boost:
• Influencer referrals drove +42% in website traffic.
Sales Growth:
• Influencer channels contributed +29% in additional sales.
