Influencers are a staple of LesserEvils awareness strategy. Having seen success leveraging influencers for awareness, LesserEvil was interested in understanding if influencers could also help drive conversions for their brand on Instagram. LesserEvil uses Shopify as their CMS and needed a way to attribute purchases on their website back to the influencers selected for their conversion campaigns.
LesserEvil already relies on the Popular Pays platform for their influencer management solution to source, organize, and track their influencer relationships. As the clean snack brand expanded their strategy to conversion based goals, Pop Pays was able to support their efforts with their new Shopify integration. The Pop Pays Shopify integration allows LesserEvil to assign discount tracking codes to their selected influencers and accurately track the success of their investment.
To Evaluate Performance
With the right tracking infrastructure in place, LesserEvil can evaluate campaigns side by side to understand which strategies render the best outcome, which influencers perform the best, and if conversion based campaigns are a viable tactic for their brand moving forward.
“By running these Shopify campaigns, it has allowed us to track any sales that are occurring from the influencers we are working with. Since we’re working with influencers we’ve built relationships with & find to be authentic, we’ve noticed that sales are being generated especially when it’s coming from a source our customers know and trust.”
From One Influencer Partner
The Pop Pays Shopify integration also allows LesserEvil to understand the exact ROI of their investment in specific partners. This helps LesserEvil best guide future partnership decisions to maximize their return on investment.
“Now that we’ve begun testing more with discount codes, we can see which influencers are performing the best time after time and who we would like to continue working with.”
Completed To Date
With search, content review, and influencer data all in one place, LesserEvil is able to manage their influencer awareness campaigns simultaneously with their influencer conversion campaigns to test new strategies, evaluate performance, and build relationships with key influencer partners.
“Pop Pays allows us to stay organized, keep track of stats, test out different campaigns and build relationships with influencers.”