Case study

Micro-influencer Campaign for a Major Assessment Provider

A well-known English language publisher approached Hubbub Labs to manage their micro-influencer campaign. The objective was to source young, authentic micro-influencers to reach a new generation of learners in a variety of target markets.

A well-known English language publisher approached Hubbub Labs to manage their micro-influencer campaign

The objective was to source young, authentic micro-influencers to reach a new generation of learners in a variety of target markets.

Key objectives

To increase sales of a well-known English language publisher’s grammar book by increasing awareness and engaging with new English language learners who are unfamiliar with the brand.

Challenge

The client needed to link the campaign concept to the grammar book’s longevity, but did not want to convey the message that the book is outdated or old-fashioned.

Approach

We decided the best approach would be to do paid promotions with English learning, study-with-me and personal improvement micro-influencers (10k – 100k followers) in which they showcased the book in an authentic way that fit their usual style of content.

Campaign goals

To increase awareness of the grammar book and engage with new English language learners who are unfamiliar with the brand.

Impressions

Engagement rate

End-to-end workflow

Strategy

Following the kick-off call with the client, we worked to identify niches and potential content styles that would fit the goals of the campaign.

We advised on the ideal budget and targeting for TikTok ads and YouTube sponsored videos.

Research and Outreach

We developed an easy-to-follow process to handpick micro-influencers from across the globe within the guidelines of the campaign.

Once identified, the client selected their preferred creators from the list. We reached out to the influencers to brief them on the project, negotiate rates, and sign contracts.

Content Production and Publication

We facilitated collecting draft scripts and videos, relaying feedback and coordinating posting dates and UTM tracking.

Reporting

We checked in with the influencers at week 1, week 2, and week 4 to track progress on key performance metrics.

In-depth campaign results

What’s next?

Surpassing all organic KPIs in key markets helped the client reach their goals of brand building and engagement, bringing the book to a new generation of English language learners.

Thanks to the processes we created for micro-influencer search, outreach, content review, and reporting, we were able to replicate this approach for other clients.

Don’t regret the things you didn’t do. Work with Hubbub

We help you grow your education brand through strategy, creative campaigns, community building and digital marketing services.