Sports Influencer Marketing: Harnessing Fan Connection
Market Crafters managed a sports influencer marketing campaign to connect with the influencer’s social media following and elevate brand awareness for Milio’s Sandwiches, a locally owned and operated premium sandwich company based in Madison, Wisconsin.
Instagram Reach
up 150%
Digital Ad Impressions
almost 800,000
Sales Attribution From Emails
over $30,000
Client: Milio's Sandwiches
The Challenge
Research, strategize, secure partnership with a UW-Madison sports influencer, and execute a comprehensive marketing campaign.
Campaign Goals:
- Increase brand awareness among UW-Madison students and Badger sports fans.
- Promo code usage and increase sales.
What We Did:
- Research potential college sports athlete influencers at UW-Madison and identify best possible fit.
- Connect with influencer(s), negotiate, and secure partnership, and manage relationship.
- Collaborate on content creation with influencer, including assist in filming content.
- Create customized promotions for the influencer’s followers.
- Create and manage customized 3-month marketing campaign. Campaign elements include:
- Branded merchandise athlete can wear on campus and during content creation.
- Design and execute organic graphics and paid social media ads.
- Design and execute programmatic digital ads.
- Design and program website assets.
- Design and program point of sale assets.
- Write and send campaign-specific emails to customers.
- Write and send app push notifications promoting campaign promotions.
The Results:
- Market Crafters secured and managed a 3-month partnership with UW-Madison Basketball’s Connor Essegian.
- The social media campaign on Connor’s Instagram reached over 81,000 accounts and his reels had over 90,000 plays.
- From October – December 2023, Milio’s Sandwiches social media pages saw a significant increase in reach:
- Instagram: 157%
- Facebook: 88%
- Digital ads that featured Connor delivered over 280,000 impressions with an average of 0.19% click-through-rate (CTR).
- Retargeting ads during the campaign period delivered over 460,000 impressions with an average of 0.17% click-through-rate (CTR).
- The email campaign had an average of 39% open rate and 8% click rate, with almost $30,000 in sales attributed to those emails.
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