Swedish jewellery brand Safira's growth strategy was primarily social media based. They had been running on a trial-and-error process which produced inconsistent results and stalled the growth of their brand awareness. Through Brandbassador, Safira has gained more control over user-generated content, scaled their community, and driven sales and revenue growth.
Safira’s founding strategy was to create growth primarily through social media and influencer marketing. Before signing up with Brandbassador the Safira team were using trial and error to develop their social media marketing.
Although the team had a clear goal to increase social reach and build brand awareness through paid collaborations with high volumes of micro-influencers, they were struggling to gain consistent results. Safira started working on their brand social media channels - mainly Instagram - to organically build a large follower base.
Having received a reference from another brand who had been using the Brandbassador platform, Safira’s team saw an opportunity to effectively reach a high volume of brand ambassadors.
A year after their launch, Safira joined Brandbassador. They’ve found the platform easy to understand and work with, and the Brandbassador support team has been excellent with helping overcome any platform-specific challenges.
The biggest impact that Safira’s Social Commerce Coordinator, Lisa Bergqvist has personally seen, is that it’s easier to control ambassador content and information. This allows them to curate UGC that achieves their marketing goals and keeps with the brand’s visual aesthetic. The Safira team also appreciate that they are able to reject a submission if it does not follow their instructions.
Safira still keeps in direct contact with larger influencers through their own means, but through Brandbassador they’re able to work with a community of ambassadors from various countries. This provides the brand with a larger, more diverse pool of creators. One of Safira’s biggest growth points with Brandbassador has been it’s international growth.
Safira has successfully driven sales and growth with a favourable ROI, even at a time when many businesses suffered as a result of COVID.
When compared to their own in-house outreach, Brandbassador represents a more effective way to reach a large amount of content creators, helping the team reduce the man-hours they spend on tasks while easily tracking results in a straightforward manner. As a result, much less manual work is involved in their ambassador marketing.
For Lisa, the diversity that the platform allows is a massive seller, as people from different countries and culture all interpret their missions differently.
It is important because if people don't talk about your brand on social media, you are no one. Find genuine ambassadors that love what you do - that is most important.
Know what you want, but be open. Make sure to follow social media trends when creating missions. The bubble braid was a trend that I just thought would work great in combination with our jewellery.
Our Black Friday post-mission is always fun because we get so much engagement and content. In terms of the user-generated content we received, I loved our "💅Nailing it💅" and "Bold jewellery and bubble braids 🔵" missions.
We look at their profile to see if they post regularly, have enough followers and good content that matches our aesthetic. A big plus is if they have publications that show that they can advertise small products. Then we use an external tool to measure engagement and receive demographics about their followers.
We work primarily with fashion, beauty or lifestyle ambassadors.
We work with very open missions but with specific instructions. This way we can control the content and allow our ambassadors to have creative freedom. We believe that when we give them their freedom to create it becomes the best and most genuine advertisement.
Make sure that they create content that matches the brand, that the followers are genuine and that the ambassador genuinely has a passion for your product.