Polaroid has revealed that a new marketing strategy focused on the use of social creators has helped to drive a sales increase of up to 180 per cent. The photo and consumer electronics corporation has been using visual content to reach and engage with customers across Instagram, Twitter and Facebook during the last 18 months.
Polaroid is now spending around $12,000 (£9,800) every month on its new content programme, which was established in 2015 after the brand’s parent company, C&A Marketing Inc., started operating with Social Native. The first campaign from the two parties was a huge success and organically reached 2.5 million people on Instagram within a month of its launch in July of that year.
Aaron Paine, Social Media and Digital Strategy Director for C&A Marketing Inc., said that the use of images across social has transformed its results and metrics. Experts have often argued about whether social influencers and content creators can have a tangible impact on sales for brands, and Paine believes that statistics prove this to be so.
Paine explained that per-engagement-cost has previously been as little as 13 cents. According to Paine: “We got a lot of great stats, and [some of that content has gotten] turned into digital advertising. And that’s where we really saw the uptick in usefulness.” He added: “The top-performing creative piece [from agency work] was getting a one per cent click-through rate. And the Social Native stuff shot up to five percent CTR. And it drove a lot of traffic and sales to Amazon.”
Influencer marketing is growing in popularity, but a recent study by Linqia found that more than three-quarters of marketers believe that ascertaining the return on investment (ROI) for these endeavours is going to be a principal challenge during the coming year. However, Polaroid is spending thousands each month on branded content, and other big brands such as Coca Cola are also leveraging bespoke social content to engage with users.
“We treat their social audience like a focus group to determine the value of their content,” Social Native CEO David Shadpour added. “You get content from not just one lens but from a wider array of lenses. It’s helping our clients make better decisions [for advertising].”