Owlet Baby Care is a health technology company which strives to keep every baby safe and in July 2020, they released the third version of their proprietary Smart Sock Baby Monitor that tracks baby’s heart rate and oxygen while they sleep, and alerts parents if their baby needs assistance.
On Paid Social, Owlet sees top engagement by leveraging authentic stories from parents that illustrate how Owlet’s Smart Sock has helped them on their journey as new parents, reduced fear, and empowered them to get more rest. There is a strong community of parents within our target audience who actively engage with Owlet’s social content, showing that parents want to give and receive credible information to parents alike. In Q3, 20% of the Facebook budget was allocated on these real testimonial ads and they drove 28% of revenue; however, with COVID fears being so prevalent in 2020, the brand wanted to be mindful of perpetuating fear within the space. Owlet decided to pivot their strategy and lean into influencers promoting the product in a more positive light, to better support parents during this already challenging time.
By reworking our existing strategy to introduce influencer creative, within our target audience we saw that this content resonated deeply with parents. In 2020 we leveraged 40 different micro-influencers, including both moms and dads.
With Owlet’s new Smart Sock launching in July 2020, we had a great opportunity to capture new parents testing out the brand-new product. After the new product launched, we used influencer to capture authentic, credible recommendations and reviews from a variety of parents across the nation. With the 2020 political climate, we also saw across the landscape that more and more consumers turned to peers and social influencers for trusted recommendations during this time.
We supported this approach on Facebook and Instagram by testing into influencer creative in August 2020 within our prospecting audiences to capture net-new users, increase visibility of the brand, and drive users to consider a purchase. Due to overwhelming success, we launched the influencer strategy within our retargeting audiences in November and continued to see strong traction throughout Q4. Overall, the new influencer imagery drove a 26% stronger ROAS and a 42% stronger CTR compared to business as usual creative.
By launching branded content ads on Facebook and Instagram, we were able to promote our content from the influencers' handle with the tag “with Owlet”, to emphasize brand recognition. By adding a Shop Now CTA to the ad, we ensured that users were able to easily click through and potentially convert, driving lift in CVR for this creative compared to business as usual strategy. The strongest creative featured the product in the forefront of the image, but was stylized and highlighted a user-generated-content look and feel.
When testing influencer creative alongside our produced business as usual creative, we gained efficiencies across all key metrics. More efficient CTR and CPCs indicated that users were engaged with the creative. This success was proven down the funnel with a 16% stronger CVR, demonstrating that beyond front-end metrics, our target audience was inspired to convert.
Influencer creative drove 13% more cost efficient CPC than account average during this period
We saw a 42% stronger CTR from influencer creative than account average during this period
Influencer drove 25% lower CPA than BAU creative
Influencer drove 26% stronger ROAS than account average during this period
Influencer drove 16% stronger CVR than account average during this period
Testing into this new creative strategy allowed us to ease the creative lift during this period, when production was tricky due to COVID restrictions.