BRINGING A TOUCH OF CLASS BUCKETS OF FUN AND A LARGE HELPING OF STRATEGY TO CORAL EYEWEAR'S SOCIAL CHANNELS
Coral Eyewear, the sustainable-first sunglasses brand, turned to AND THE NEW to increase their brand reach, engagement, and relevance across social media channels. With a small amount of usable content across the marketing mix, Coral Eyewear turned to AND THE NEW to create a influencer and content creator strategy that drove sales, produced additional product content, and drove wider brand awareness amongst their target audience.
Throughout the entire marketing mix, we quickly realised there was something missing across Coral Eyewear’s marketing content – customers wearing their sunglasses and the lifestyle associated with the brand. To build relevance, awareness, and showcase a variety of people wearing Corals, we developed an influencer strategy at both the micro and macro level.
Our approach and strategy to micro influencers was focused on capturing content with the sunglasses and showing off the lifestyles that Coral customers are born to live. By gifting products to each creator, we minimised influencer spend whilst maximising output which allowed us to not only increase reach across multiple channels, but also utilise a new batch of content across other marketing channels and materials.
On a larger scale, we turned to one of the most relevant and sought-after social media influencers - Francis Bourgeois “The Train Guy”. During the 2022 Formula One Miami Grand Prix, we worked with Francis as the glue between two of Coral’s other partnerships - Williams Racing Formula One Team and Virgin Voyages that sets sail from Miami. Leaning into Francis’ love for all things engineering and sustainability, as well as his recent work with luxury fashion houses including Gucci and North Face, we managed to highlight our three core brand messages: high-performance design, style without compromise, and a truly sustainable approach.
Having built positive relationships with many influencers and creators for Coral, we have additionally launched a new Affiliate programme with our core influencers. Using Shopify's new Content Creator App - Collabs, we are taking our creator relationships to the next level. Used to incentivise creators with an easy-to-manage revenue share, we’re able to take influencer marketing to the next level for Cora Eyewear.
By working with over 30 micro influencers and the likes of Francis Bourgeois, our influencer strategy coincided with an 8% increase in revenue during the campaign period, almost a million Instagram accounts reached, over 100 individual posts, and close to 1 million views on Francis Bourgeois’ channels alone.
During influencer campaign period
Across micro influencer Instagram channels - a rise of 58.8% since before the campaign
Across Francis Bourgeois campaign on social media channels