Blurb wanted to inspire people to create photo books as holiday gifts
Insight
Blurb needed to differentiate with visual, inspirational content rather than rely solely on coupons amid a promotion-heavy advertising season, and it needed to extend its reach to new customers
Idea
An “Unboxing” influencer marketing campaign, partnering with three targeted micro-influencers to share their own photo books projects through fun, creative and authentic videos on Instagram, supported through email marketing (to target existing customers) and paid social ads (to target new customers beyond the influencers’ followers)
Results
This small but mighty influencer campaign successfully inspired new audiences and drove sales in a highly competitive market and season, with:
25k
video views
$90k
in sales
400% ROI
on sponsored post