Submitted by The Shelf Influencer Marketing AgencyAgency IPI Score 43/100

Nite Ize: Life's Adventure Kits Influencer Campaigns

Influencer Marketing

The Shelf ran three influencer campaigns across a year for Nite Ize, matching creators to six Life's Adventure Kits and delivering 780% over the influencer-generated content promised.

780%content over amount promised
6.42%engagement rate, one creator
372pieces of content delivered

Case in 60 seconds

Nite Ize had been building gear for adventurers for thirty years and wanted to introduce its growing list of products to adventure-seeking social media users who did not yet know the range existed.

The campaign appears to turn on utility being provable only in use, because a headlamp or a glowing dog collar reads as a specification sheet until a creator is shown needing it after dark.

The organizing thesis was to embed products contextually into posts so that creators could speak authoritatively about benefit and utility while going about their ordinary adventure-seeking days rather than staging a product demonstration.

The Shelf ran three campaigns over the course of a year promoting six Life's Adventure Kits, matching each kit with creators judged best able to spotlight that kit's features. Creators worked across Instagram carousels, Stories and in-feed posts, Facebook posts, YouTube videos, blog posts and Pinterest pins, including low-light shots of items such as the frisbee and the dog collar.

The Shelf reports 372 pieces of content instead of the 104 pieces promised, 780% over the influencer-generated content promised, and an engagement rate of 6.42% on Andy Vu's posts, with Stories engagement higher than on its other campaigns.

Strategy Breakdown

Adventure-seeking social media users and outdoor enthusiasts across several verticals, described by the page as tech lovers, pet lovers, adventurers and sportsmen, fitness enthusiasts and DIYers.
Outdoor gear is usually sold on specification, while the audience addressed here judges kit by whether it holds up on a real evening outdoors, so the work moved proof from claim to documented use.
Nite Ize sells many small accessories with many separate uses, which makes one message hard to land, so the range was divided into six kits and each kit was given its own set of creators.
Nite Ize took the position of the maker whose lifetime guarantee is tested by ordinary adventure, and the creator content carried that promise through demonstration rather than restating it in brand copy.
Based on the available evidence, audiences accept a utility claim when the object is visible at the moment it is needed, which is why dusk and night shooting carried so much of this campaign.

Creative & Execution System

Assets & channels

  • Blog
  • Facebook
  • Instagram
  • Pinterest
  • YouTube
  • Facebook posts
  • Instagram Stories
  • Instagram carousels
  • Instagram in-feed posts
  • Pinterest pins
  • YouTube videos
  • blog posts
  • low-light photography
  • videos in stories

Partners

  • The Shelf

Creator role

  • Andy Dooley — creator
  • Andy Vu — creator
  • Eric Stoen — creator
  • Kat Carney — creator
  • Lucy — creator
  • Melanie Collins — creator
  • Sydney Ryan — creator
  • Pet Lover group influencers
  • a diverse group of men and women from all over the United States
  • adventure-loving influencers

Results & Evidence

MetricValue
Content Over Amount PromisedAnd since finding the best content creators is kind of our jam, we were able to deliver 780% over the influencer-generated content promised for this campaign.
Engagement Rate, One CreatorHis posts grabbed an engagement rate of 6.42% and his content is something Nite Ize can use for years, for any future promotion or advertisement!
Pieces of Content DeliveredThat's 372 pieces of content (instead of the 104 pieces promised) the brand can re-use at their leisure to promote their kits and brand as a whole.

Related Case studies