Submitted by We Are SNS

Boox Multi-Tier Instagram and TikTok Influencer Campaign

Influencer Marketing

We Are SNS ran a multi-tier Instagram and TikTok influencer campaign for Boox, anchored by Montana Brown and Kaz Crossley, and reports 344K total impressions.

280K+Total Reach
344KTotal Impressions

Case in 60 seconds

Boox needed to introduce its brand to new audiences on Instagram and TikTok, while the same activity also had to generate engagement and encourage traffic to the Boox website, so one campaign carried both awareness and traffic objectives.

The campaign turns on demonstrated use rather than reach alone, because entrepreneurs who ship their own products, such as Swim Society and Kazbands, show the packaging working in the setting where business buyers would adopt it.

We Are SNS built a multi-tier influencer strategy that paired two macro influencers with three mid-tier independent business owners, so the work could reach a broad consumer base and a specialised network of entrepreneurs together.

Montana Brown and Kaz Crossley showed Boox in use through Swim Society and Kazbands alongside three mid-tier business owners, with placements on Instagram Reels, Stories and TikTok, link features, Sticker taps and a promotional video.

We Are SNS reports a total reach exceeding 280,000+ and 344,000 total impressions, and says a high volume of Saves showed the content resonating with the B2B market, although the page publishes no Saves count.

Strategy Breakdown

New audiences on Instagram and TikTok, spanning a broad consumer base and a specialised network of brands and entrepreneurs, with the B2B market singled out in the results.
The agency frames its promotional video around the sustainability crisis in postable delivery, so the campaign presents packaging waste as a problem Boox answers rather than as a list of product features.
Boox is positioned as a packaging solution for e-commerce businesses, and the creators' own ventures, Swim Society and Kazbands, place it inside working businesses rather than in abstract product claims.
The agency reads the high volume of Saves as entrepreneurs bookmarking Boox as their future packaging solution, which treats saving as a record of deferred purchase intent among business owners.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • We Are SNS

Creator role

  • Montana Brown
  • Kaz Crossley

Results & Evidence

MetricValue
Total Reach280K+ total reach
Total Impressions344K total impressions

Why We Are SNS' strategy worked

  1. 1

    Pairing macro influencers with mid-tier business owners lets one campaign address consumers and trade buyers together, because each tier carries a different kind of credibility to a different audience.

  2. 2

    Creators who run their own product businesses can show packaging in use rather than describe it, which presents a functional B2B product as everyday practice rather than as an advertisement.

  3. 3

    Saves are a closer signal than likes for a considered business purchase, because a bookmark records an intention to return, which is how the agency frames the B2B response to this work.

  4. 4

    An educational hero video that frames a category problem, here the sustainability crisis in postable delivery, gives creator posts a shared reason to exist rather than leaving each post to explain the product alone.

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