Spectrum Brands is a global supplier of top brands in the home improvement, garden, personal care, and pet spaces. Its pet care business unit focuses on a number of products catering to cats, dogs, birds, fish, and other small animals. Shoppers may recognize brands like Good ’N’ Fun®, SmartBones®, DreamBone®, Nature’s Miracle®, FURminator®, Tetra®, and more in their local retail stores. All of these product lines are part of the Spectrum Brands global pet care portfolio.
The company’s digital marketing mix incorporates a robust influencer marketing strategy. For the 2022 holiday season, Spectrum Brands wanted to promote four of its pet brands across TikTok and Instagram, with content creators at the helm. This influencer-generated content (IGC) would then be repurposed through a paid media strategy, with a particular focus on TikTok via its Spark Ads component. Spectrum Brands also wanted to collect product reviews from influencers to help prospective customers while researching the brand’s pet care products.
Brand awareness was an important driver of this campaign, but there were also formal key performance indicators (KPIs) that Spectrum Brands wanted to analyze. These KPIs were centered around impressions, particularly for the paid media component, along with engagement rates.
This pet care campaign targeted U.S.-based pet owners of all ages. As such, the creator partners had to fit this influencer persona and have an established pet-centric presence on social media. Mavrck and Spectrum Brands activated influencers within multiple tiers of influence, defined as such:
• Tier One: 40K+ followers | Mavrck’s term: macro-influencers
• Tier Two: 10K-40K followers | Mavrck’s term: micro-influencers
• Tier Three: 3-10K followers | Mavrck’s term: nano-influencers
Spectrum Brands and Mavrck offered flat- rate cash incentives aligning with each tier’s follower range plus free products for content use. They also offered additional compensation to creators who provided reviews and to those who submitted quotes/ concepts for their work on TikTok.
Because this campaign took place during the holiday season, creator partners needed to adhere to stricter timelines, and the communication between creators and brand stakeholders needed to be extra clear.
Spectrum Brands’ holiday campaign featured content on both Instagram and TikTok while focusing on four of its pet care brands: Good ‘N’ Fun, DreamBone, SmartBones, and FURminator.
Mavrck’s Services team of experts coordinated a total of 10 campaigns featuring these brands while providing strategic support, handling all paid media activations, and crafting comprehensive reporting on all campaign results. Meanwhile, Spectrum Brands handled all product shipping logistics and managed communication with creators.
In the end, Spectrum Brands’ holiday influencer marketing campaign for its pet products resulted in original IGC and ratings and reviews for its DreamBone, SmartBones, Good ‘n’ Fun, and FURminator brands, all conducted on TikTok and Instagram. SmartBones also received a special paid media activation through TikTok Spark Ads.
The combined campaigns resulted in 387 pieces of influencer-generated content (IGC), driving 407.5K total impressions, 52K total impressions, and an average engagement rate of 12.8%.
The 4 brand campaigns performed as follows:
The DreamBone “Deck The Paws” Campaigns partnered with 37 creators to create 154 pieces of content. This drove 156.7K total impressions, 14.8K total engagements, and a 9.5% average engagement rate.
The SmartBones “Tis The Season” Campaign partnered with 8 creators to create 18 pieces of content. This drove 64K total impressions, 6.4K total engagements, and a 10.1% average engagement rate
The Good ‘N’ Fun “Santa’s List” Campaign partnered with 49 creators to produce 132 pieces of content. This drove 129.3K total impressions, 22.4K total engagements, and a 17.3% average engagement rate.
The FURminator “Holiday Shedding” Campaign partnered with 20 creators to produce 83 pieces of content. This drove 57.5K total impressions, 8.4K total engagements, and a 14.6% average engagement rate.