Insightpool Case StudyDriving Coupon Redemptions via Social

background objectivesInsightpool was commissioned by one of the leading

providers of baby clothes in the United States. They

were looking for an efficient way to source influencers

and leverage them and their networks as brand

advocates and customers.

Insightpool was able to help the company tap these

networks of influencers and prospects and forge hun-

dreds of one-on-one connections with customers in 3

key markets to promote recent store launches.

• Generate brand awareness

• Increase social engagement

• Drive purchase intent and in-store traffic

“For the short term, we see

Insightpool as a great way to build follower growth and awareness of specific

promotions that are relevant to

individual consumers. The long term

value we see is in the aggregated data

and insights gleaned overtime that

can influence mass media targeting

and messaging for all of our clients.”

-Insightpool Client

InsightpoolMethodology

Within Insightpool’s software, the client was

able to identify multiple pockets of top

targets. This was done by using Interest

Graph Analysis to socially graph the

followers of competitive accounts (e.g. Children’s Place),

complimentary accounts (e.g. Pampers), national influencers,

and local influencers. This social analysis was then filtered by

a variety of criteria, including:

Identification

Klout score:

A user’s Klout score is a representation of how influential that individual is, on a scale from 0 to 100. The client had previously considered paying celebrity influencers such as Reese Witherspoon to Tweet on behalf of the brand, however Insightpool allowed the client to connect and garner tweets from users with scores equal to or higher than paid candidates.

Location:

Within this campaign, the client was focused on three markets: Huntsville, AL, Harahan, LA, and Dallas, TX. Insightpool was able to instantly filter out individuals who were not in any of those markets, ensuring the client was only doing outreach to those who had the potential to either visit the store themselves or directly influence someone to visit the store.

Biography:

A user’s bio is a frequently accurate representation of how they identify themselves. In this case, targeting individuals who explicitly included the keyword “mom”, “dad”, or any variation helped cut down to only individuals that the client knew were parents.

Klout Topics:

Just as a Klout score describes

how influential someone is, Klout Topics help categorize what subjects that influence

revolves around by analyzing what

people are Tweeting about. Segmenting by

topics such as “Parenting”, “Moms”, and others helped the client double-verify someone’s profile - so that both profile data and stream data pointed to each target as truly being a mom or a mom influencer.

Engagement

Once relevant individuals have been

identified, Insightpool’s proprietary Social

Drip Marketing algorithms helped the

client deliver the right message to the right

person at the right time. Instead of blasting an advertising

message to the masses, Insightpool enabled the client to

make subtle social touchpoints to each individual. These

would typically start with a follow from the brand, a pause

period to wait for reciprocation, then a personalized direct

message on a certain time interval after reciprocation.

Unlike traditional automated direct messages, Insightpool’s engagements are highly personal - addressing each person by name and mentioning datapoints that the system has gathered about them.

As shown here, the call to action was to ultimately drive new in-store coupon redemptions. However, the call to action was not always explicitly stated on the frontend to the prospect, allowing for a relationship to be built over time.

This example shows how the client was able to filter from millions of people down to the ones who matter most.

Responses from Proactive OutreachOftentimes even without any type of message, the simple act of a follow generated goodwill from targets who were already familiar with the brand.

Beyond simple one-off visits, however, the true power of Insightpool was tapped when the client identified and activated national mom influencers to share the message to their audiences of hundreds of thousands of relevant moms that they would never be able to individually reach on their own. In the example below, one influencer activation and engagement generated over 200,000 impressions as well as a network effect of retweets that ripples beyond the first layer of audience.

Results

the power of proactive engagement...

Prior to Insightpool’s deployment, the client’s fanbase grew on average 100 new followers every 10 days. After Insightpool’s deployment, the fanbase grew at an 80% higher rate than before.

Specific to the Huntsville store opening, a total reach of over 2 million was generated as a result of influencer

retweets and shares - all from initiated touchpoints to only 698 individuals. This shows the high efficiency of

Insightpool when leveraged to target hyper-specific influencers who have the desire and potential to

spread the word to their own networks.

Direct coupon conversions and in-store traffic also doubled conversions of the same offer delivered by an email blast (9.32% vs. 4.9%).

The average spend value of Insightpool-sourced customers also spent 15% more

money than customers sourced from the email blast.

ConclusionInsightpool proved to be a highly effective means of driving new conversation around store openings, forging relationships with key influencers, and ultimately driving in-store traffic in a niche market. This shows that especially in social, having a brand perform one-to-one outreach to an individual who forms a personal relationship with the brand is much more effective than broadcasting a message to the masses.

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