As consumers continue to become more comfortable with influencer marketing and trackability for influencer ROI continues to improve, the channel has proved its value time and time again for Backbone’s clients. Dragon Alliance‘s spring 2021 product launch is just one example of influencer campaigns breaking through, reaching new audiences and driving sales.
With roots in high-performance action-sports eyewear and a historically male-skewing customer base, in recent seasons Dragon Alliance has been expanding their lifestyle product offerings as well as making an effort to welcome more female consumers into the brand. With a female-focused product launch on the horizon, Backbone was tasked with reaching a new consumer demographic in key geographic locations via influencer marketing.
Leading up to the launch campaign, Backbone’s social media team leveraged their network of trusted past partners in the coastal fashion space to build an authentic, credible and well-aligned influencer roster for Dragon. Throughout the course of April 2021, Backbone contracted with six key female influencers to generate awareness for Dragon Alliance’s new female sunglasses collection.
Every brand has a unique voice and identity. Utilizing our network of influential partners and creators, we take an objective, data-driven approach to curating content and building an authentic brand voice that will stoke your core communities and inspire your future consumers.
We analyze organic social performance to determine key posts to put paid support behind. Boosting helps to amplify organic messaging and increase the impact of organic content to new and aligned audience. It also helps bolster organic performance goals by extending the reach of organic content and exposing new audiences to your brand.