Ring video doorbell labeled "ring" mounted on a blue door frame beside a dark deadbolt, with a leafy green plant at left
Submitted by Stride Social LTD

Ring: influencer campaign for the updated Ring Doorbell

Stride Social ran a targeted influencer campaign for Ring's updated Doorbell with home and tech product review creators, reporting over 3 million campaign views.

643k+campaign likes
3M+campaign views
18k+total shares

Case in 60 seconds

Ring needed to build awareness for an updated version of its Doorbell, a product the brand was already known for, which meant the campaign had to give an existing audience a reason to look again.

The campaign appears to turn on the way home security hardware is bought after it has been watched being assessed, because product review creators in the home and tech niches already hold the attention of people who research a device before purchasing it.

Place the updated Doorbell inside product review content rather than brand advertising, so the update is explained through its features and benefits by creators the target audience already follows for that kind of assessment.

Stride Social collaborated with product review creators in the home and tech niches, who produced content highlighting the features and benefits of the updated Ring Doorbell; the page names no individual creators, no cohort size and no platforms.

Stride Social reports the campaign captured over 3 million views, racked up 643,000 likes and sparked 18,000 shares, which the agency frames as the updated product reaching millions across the platforms the work was shared on.

Strategy Breakdown

Potential customers reached through the home and tech niches, described on the page as the ideal target audience for product review content about the updated Ring Doorbell.
Home security hardware is bought after research rather than on impulse, so an updated version of a familiar product has to be explained feature by feature rather than simply announced, which is what the page describes the creator content doing.
Ring is positioned on the page as an established home security company whose flagship product needed renewed attention, so the brand role reads as bringing an existing product back into consideration rather than introducing an unknown one.
Based on the available evidence, the campaign rests on the assumption that audiences following home and tech review creators are already disposed to watch a device being assessed, which is why the update was delivered as review content.

Creative & Execution System

Partners

  • Stride Social LTD

Creator role

  • product review creators in the home and tech niches

Results & Evidence

MetricValue
Campaign LikesCampaign Likes 643k+
Campaign ViewsCampaign Views 3 Million+
Total SharesTotal shares 18k+

Why Stride Social LTD's strategy worked

  1. 1

    Casting by content format rather than by follower scale gives an update a route to an audience already in an evaluating frame of mind, because review viewers arrive expecting a product to be examined rather than promoted.

  2. 2

    A product refresh is easier to carry through creators than through brand messaging, because the specific features and benefits that changed are what review content is built to explain in the first place.

Related Case studies