Vocal for Brands partnered with Ollie to create a full-funnel influencer ad strategy that combined the power of authentic storytelling and content marketing at scale. The key to this conversion strategy is leveraging Vocal’s first party audience data to expand Ollie’s reach.
Vocal for Brands first identified a pool of content creators that had a natural affinity for pet care, and were looking for a healthy, human-grade alternative to the dog food they were feeding to their pups. We identified the following creators as the perfect matches to address targeted audiences in our dog lover and lifestyle communities: Tiler Peck, Sam & Monica, Karlene & Teddy, Bryan Lanning, Nisswa the Golden, Sir Hamilton, Lexie Puzon, The Corporate Dog Mom, Mostly The Doodle, Lucy the Doxie, Brandi Jeanne B, Tia & Kaleia, Mr. Murphy, Sherlock & Ryann, Chico. We reached out to the influencers for each audience segment who created Instagram posts, Instagram stories and long-form Vocal content in exchange for gifted Ollie products. The creators produced highly engaging UGC and published their respective editorial experiences on Vocal, which were then optimized for driving readers to Ollie’s website through a series of data-driven CTAs. This ultimately led to high-value conversions given the educational nature of this authentic storytelling experience. VFB then utilized Vocal’s first-party audience data to effectively target Ollie’s ideal customer through paid media, to scale this full-funnel approach. To further optimize these efforts, VFB continues to identify trustworthy influencers with engaged audiences to fuel this initiative, while monitoring metrics such as frequency and first time impression ratios, to combat ad fatigue and audience saturation.