The challenge
Würth Modyf is the workwear and work-shoe company of the Würth Group: certified, sustainable and innovative products designed for safety at work. These values are at the heart of the annual strategy Modyf's marketing team decided to build with micro influencers.
To do so, it chose a team of ambassadors to work with over the long term (1 year), guiding their audience to discover the brand's core values.
Values that, told through full-funnel storytelling and by the right creators, bring conversions from the very first activity. That is why Modyf needed profiles from specific niches (gardening and farming, workers, carpentry and DIY, exterior designers and architects), with verified communities and performance, able to produce quality content.
The strategy
Finding and verifying profiles
Modyf's products are made for workers and craftspeople. The first need was therefore to find creators who were real craftspeople first, and who talked about the day-to-day reality of their work.
Modyf's marketing team built the right mix of profiles by analysing them:
- qualitatively: professional relevance, niche, themes and storytelling;
- quantitatively: performance and audience.
Full-funnel storytelling
Influencer marketing is not a standalone channel: it is a full-funnel channel that has to be integrated into the brand's existing customer journey.
Hence the challenge: steering content production so that it guided the audience from discovering the brand (awareness) to the product's features (consideration), and on to the website and a purchase. The ambassadors' creativity made the message even more effective.
Planning the campaign in advance, in number of creators and pieces of content, made it possible to spread communication over time and, above all, to produce content the brand could reuse.
The solution
Modyf's winning move was to select a team of micro influencers in the most relevant mix of niches and engage them through an ambassador programme from the very first campaign. Roundabout made it possible to:
- find profiles in specific niches;
- analyse their real, up-to-date performance;
- handle creator contacts, contracts and payments;
- organise product shipments;
- plan the creators' content calendar, aligned with the brand's;
- collect and analyse the results;
- have the original content ready to reuse straight away.
Watch the reel by @controvena on Instagram ↗
Watch the reel by @la_campagna_di_francesca on Instagram ↗The results
Valuable storytelling
Modyf got content with strong endorsement, telling the story of the brand and its products with plenty of creativity.
The marketing team amplified its effect by also using the ambassadors in its internal Women's Day campaign.
Sold out
Modyf paired some of the ambassadors with Women's Day and the rest with the period right after, using dedicated UTM links and discount codes to acquire and convert the audience. The result: Women's Day t-shirts sold out, 155% ROI on the dedicated promos and a 48% increase in conversion rate.
Strategically, this first test showed the marketing team three things:
- which profiles convert most, and on what;
- which calls to action and conversion methods work best for each profile;
- what impact pairing creator promos with national and international events has across the whole funnel.
Track, analyse, optimise and test again: that is how you measure the value of an influencer marketing campaign.
