How Hooray Heroes Used Nano Influencer Marketing to Create Authentic User-Generated Content and Drive E-commerce Sales Globally
18 Apr 2023
10 min read
Key results: 1.1 million impressions
Hooray Heroes is a personalised book publisher that creates unique, heartwarming stories that feature kids and their loved ones. Their books are designed to bring families closer together and make memories that last a lifetime. With a focus on creating high-quality, personalized products, Hooray Heroes has gained a loyal following among parents who are looking for unique gifts that their children will cherish.
Hooray Heroes faced the challenge of increasing brand awareness and driving e-commerce sales in 8 global markets, including France and Spain. With so many competitors in the personalised gift market, it can be difficult to stand out and capture consumers' attention. Hooray Heroes needed a unique and effective way to promote their brand and differentiate themselves from the competition.
Epidemic came up with a creative solution to promote Hooray Heroes' products - collaborating with nano-influencers. The agency worked with 1615 nano-influencers in France and Spain, offering them a free book in exchange for user-generated content that could be used for commercial purposes.
The communication strategy with the influencers was carried out in two waves:
1. Find True Fans:
To source the most authentic and emotional user-generated content, Hooray Heroes collaborated only with true fans of the brand who would genuinely appreciate the personalised book and express their excitement and gratitude authentically.
2. Create User-Generated Content:
The nano-influencers were encouraged to share their experience of receiving and reading the book, showcase the book's features, and their child's reactions. This helped to create authentic, emotional, and relatable content that resonated with Hooray Heroes' target audience.
More than 90 % of our advertising consists of user-generated content from satisfied users around the globe and Epidemic offers simple, scalable, and transparent solution on how to get usable content directly from them. Hooray Studios relies on Epidemic in its global expansion.
The campaign was a huge success, generating 1394 Instagram posts, 6147 Instagram stories, and a combined total of 15 million followers reached across 8 global markets.
The user-generated content created by the nano-influencers aligned perfectly with Hooray Heroes' brand identity and showcased the brand's commitment to creating personalised, heartwarming products that bring families closer together.
By partnering with nano-influencers, Hooray Heroes was able to reach a wider audience and create a large amount of authentic and emotional user-generated content that could be used in advertising.
The campaign also helped to differentiate Hooray Heroes from other personalised gift publishers by showcasing the brand's commitment to delivering unique, personalised products that create memories that last a lifetime. As a result, Hooray Heroes was able to increase brand awareness and drive e-commerce sales globally.