Establishing an ROI positive
Influencer Program for Bloom
When we were brought in
Bloom is a digital cognitive behavioral therapy (CBT) app that helps people manage stress and anxiety.
Leon and the Bloom team never tried influencer marketing as a user acquisition tactic and hired The Hand to run their first influencer campaign in January 2020.
As a digital therapy app, we wanted to leverage how consumers were planning out their new year’s resolutions for 2020 by tapping into a network of influencers on Instagram to introduce Bloom to their followers.
Influencer Discovery & Outreach
We identified a list of 4,000+ influencers who were based in the United States, spoke English, reached women between 25 and 55 years old (Bloom’s core user demographic), and mentioned one or more of the following keywords: meditation, mindfulness, manage stress, manage anxiety, and therapy.
Using Tagger Media, we were able to find the email addresses associated with these Influencer accounts and programmatically reached out to them over an email drip series sent over a 3 week period.
Mining for relevant influencers to partner with on Tagger Media
Once we established an initial baseline response rate, we split tested email subject lines, send triggers and email attachments to improve the response rate by an additional +24% in our second batch of influencers we reached out to.
By optimizing the response rate, we were able to yield more user generated reviews in a shorter period of time, as well as drive more organic searches for Bloom’s iOS app store page through Influencer reviews.
Bloom’s Influencer Campaign Results
Over the course of the New Year’s Resolution campaign, we were able to drive over 1.8 million impressions from 75+ influencers who left an honest review of the app.
We delivered over a 100% Return on Investment (ROI) using influencers to drive paid member sign ups. In addition, we were able to improve Bloom’s App Store Optimization (ASO) efforts by increasing the number of times that people searched for Bloom’s digital therapy app and the number of times people clicked on the Bloom app after searching for non-branded keywords like ‘digital therapy app’ and ‘mindfulness app’.
Based on the success of this campaign, the Bloom team hired a part-time influencer marketing coordinator to continue the influencer outreach program. Bloom continues to double its paid subscriber base monthly, using a combination of influencer, tactical paid social and apple search ads.
“We loved working with The Hand. They are super talented and bring a lot of digital marketing knowledge and a unique user-centric approach to growth from across a range of industries.
I highly recommend working with Simon and his team. We could have not pulled off this influencer campaign without their support.”