Wolford's European product launch in collaboration with 15+ influencers.
Submitted by The Cirqle

Wolford European Influencer Product Launch

Influencer Marketing

The Cirqle ran a European product launch for Wolford through 14 influencers posting about its latest collections, delivering 1M impressions at a CPM of Euro 5.35.

1MImpressions
17.000+Engagement Points

About the campaign

Wolford ran a European product launch with influencers sourced through The Cirqle, and the campaign delivered 1 million impressions. Wolford makes luxury basics for women and positions itself as an innovator in that category. As the brand grew, it wanted to tap into its community and needed the right creators to reach it.

The agency's Create Platform let Wolford conceptualise and launch the campaign and brief influencers on its latest collections. Wolford offered a platform-specific reward to publishers affiliated with the agency. In total, 14 influencers were contracted, and they wrote a series of 98 posts about the collections.

The agency reports 1 million impressions delivered at a CPM of Euro 5.35. The campaign also delivered over 17.000 engagement points, counted as likes, comments, retweets and shares. Those engagement points were spread across several social channels, which carried the posts from the 14 contracted influencers.

Case in 60 seconds

Wolford saw its brand of luxury basics for women growing and wanted to tap into the community, yet finding creators who fit the brand and also want to work for it is the challenge its online director names first.

A growing brand reaches its community most credibly through creators who already want to work with it, because fit and willingness shape the content more than the size of the roster does.

Wolford offered a platform-specific reward to publishers affiliated with The Cirqle, which turned the European launch of its latest collections into a social campaign written by influencers instead of by the brand itself.

Working through The Cirqle's Create Platform, Wolford conceptualised and launched the campaign and triggered 14 influencers to write about its latest collections, which produced a series of 98 posts across social channels.

The Cirqle reports 1 million impressions at a CPM of Euro 5.35, along with over 17.000 engagement points counted as likes, comments, retweets and shares, from the 14 influencers contracted for the campaign.

Strategy Breakdown

The community around Wolford, a brand of luxury basics for women, which the growing brand wanted to tap into.
Finding creators who match the brand and also want to work for it is the challenge Wolford's online director calls the first one marketers name, so discovery mattered before any content was briefed.
Wolford set the reward for affiliated publishers and conceptualised the campaign itself on The Cirqle's Create Platform, while the influencers wrote about its latest collections in their own posts.

Creative & Execution System

Assets & channels

  • Other

Partners

  • The Cirqle

Results & Evidence

MetricValue
Impressions1M impressions
Engagement Points17.000+
Influencers Contracted14 influencers
Posts98 posts

Why The Cirqle's strategy worked

  1. 1

    Offering a platform-specific reward to publishers already affiliated with a creator platform lets a brand recruit influencers who want the work, which answers the fit and willingness problem the client describes.

  2. 2

    Reporting a CPM beside the impression total lets a client judge the efficiency of a launch, because an impression count on its own carries no price and cannot be compared across channels.

  3. 3

    A dashboard that measures campaign results answers the client's second concern after creator discovery, so selection and reporting come from one supplier and the client values both in the same breath.

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