Dormify Instagram Influencers

At Dormify, a direct to consumer brand targeting college students, Shannen led their biggest Influencer Marketing Campaign of the back to school season - recruiting over 65+ college students attending university for the first time in the U.S. She strategized, conducted outreach, briefed creators, conducted product seeding and facilitated contract negotiations to get influencers onboarded, which required constant cross collaboration with legal and marketing teams in order to launch all creators for the May launch date. The campaign generated 120 pieces of content, over 1.35M impressions and $30,000 in revenue for the 2019 Back to School Season. 

Shannen leveraged data-driven insights and social listening tools to identify college students with a significant and engaged following in the Back to School and lifestyle space, prioritizing micro-influencers to maintain authenticity and enhance engagement.

It was important to craft personalized outreach messages to effectively communicate Dormify's mission and to excite potential partners to work with the brand. Once they were on board, Shannen facilitated Dormify's product seeding to the influencers, ensuring they had everything they needed to create the requested content.

Simultaneously, Shannen worked closely with the legal team to develop and negotiate influencer contracts that protected Dormify's brand interests while cultivating a positive relationship with the influencers.

Once contracts were fully executed, creative briefs and guidelines were provided to the influencers, encouraging them to showcase Dormify's products authentically and in ways that would resonate with their followers.

Results:

65+ Influencers Onboarded: The campaign successfully recruited over 65 college student influencers, ensuring a diverse and wide-reaching audience.

120 Pieces of Content: The campaign generated a bank of content that featured Dormify's products in creative and engaging ways, giving the brand a plethora of UGC-like content to leverage in marketing channels for the remainder of the Back to School season.

Over 1.35M Impressions: The collective efforts of the influencers resulted in a reach of over 1.35 million impressions, maximizing brand exposure and awareness.

$30,000 in Revenue: The Influencer Marketing Campaign directly contributed to Dormify's success during the Back to School Season, generating $30,000 in revenue.