The strategy was to launch YouTube-focused influencer campaigns to drive sales for Bloomingdale’s with key focus on fashion and beauty brands including Aqua x Studio 189, Cult Gaia, NARS, Fendi, and more. We have been partnered with Bloomingdale’s for some years, and we have noticed higher engagement and conversion rates with past YouTube influencer campaigns. We decided to leverage the upwards trend we have been seeing on this channel by enlisting more YouTube influencers to grow brand awareness and reach.
The first step for the team was to propose the plan of action to the Bloomingdale’s team, who then confirmed that investing in a YouTube campaign would give us a kind of traction that would help boost the overall marketing strategy we have been implementing over the last several months. Together, we optimized the campaign strategy, created a timeline, and proceeded to execution.
Hand-picking the right influencers to work with us took a bit of time because we wanted to make sure that we work with influencer personalities who would represent the brand well. We sought our beauty and fashion influencers with a highly engaged audience and a YouTube subscriber base of at least 15K. We have a long list of influencers to choose from and a lot of them feature content within our targeted niche. The team was looking to reach a wider demographic so we chose a mix of influencers from those who blog about luxury to those who share thrifting ideas to their followers. With the approval of our client, our final list of YouTube stars to participate in the campaign included ones in the nano- to mid-tiers, including Cup of Jordy (16K subscribers) and Marrissa Breann (85.5K subscribers).
Bloomingdale’s has also been rolling out attractive promotions, most notably, its Friends and Family Sale last fall. We scheduled influencer campaigns in line with these sale offers to attract more viewers and entice more customers to shop.
Getting the products to the influencers is one of the biggest challenges, but thanks to better cross-border shipping options, it mostly was a matter of meticulous scheduling and close collaboration with the Bloomingdale’s team and the participating influencers.
The YouTube campaign for Bloomingdale’s started in February and the team of influencers posted a total of nine (9) videos within seven months. It was our responsibility to ensure that the influencer content matches the brand requirements and perfectly represents the brand. This required open and round-the-clock communication on the part of our team.
We are incredibly excited about the campaign results. The YouTube campaign for Bloomingdale’s successfully generated $8.4 million in total sales over a period of seven months. This reflects a 35% sales growth, which was so much more than we projected. The influencer videos generated a combined view count of over 70,000 and 1.1 million total clicks.
Campaign Results:
Shoplooks x Bloomingdale’s
Number of KOLs: 9 YouTube influencers
Total Videos Uploaded: 9
Total YouTube Views: 70,480
Total Interactions: 5,256
Total Clicks: 1,160,835
Total Sales: USD8,489,215 (35% growth)
Apart from the impressive insights that we achieved, we also measure our success based on having met tight deadlines in terms of logistics and content creation. The Shoplooks’ team made efforts to ensure that everything went smoothly and although the process wasn’t without hitches, we were able to adapt and make adjustments on the fly. Our influencer partners were extremely helpful and the Bloomingdale's team was also very open to their insights and our team's recommendations.
