merit
As part of the campaign, we partnered with a trusted mom creator on Instagram who holds influence in the parenting sphere and possesses the credibility to endorse Lounge Wagon as a must-have product for moms. She created a video showing the product’s features and linked to Lounge Wagon’s Amazon storefront. Her post was so popular it generated 80 sales in a single day and led to Lounge Wagon gaining 16,000 followers in one weekend.
Posts of this nature often prompt active participation from other parents, who may contribute their own recommendations or pose questions about the products. The influencer’s audience also called for new colorways of the product. By fostering dialogue within the parenting community through comments and interactions, we catalyzed the post’s viral power, which significantly enhanced its visibility and reach. These limited-edition Lounge Wagon products are now highly coveted.
After separating from its parent company and branching out on its own, Lounge Wagon came to us for help building an influencer program. The brand’s founders were interested in utilizing user-generated content to generate buzz for its 3-in-1 adventure wagon.
Influencer marketing, of course, is fundamentally about fostering relationships and cultivating a sense of community as well as driving sales. When promoting a product with significant viral potential like Lounge Wagon, our strategy centers on identifying key influencers within the community we aim to engage. Our team communicated with mom and family influencers who have kids who play sports, as well as trusted mom creators who hold influence in the parenting sphere. This approach generated incredible results.
The brand was unable to utilize paid media or other marketing systems to grow—it was reliant on influencers to drive revenue and attention. Using only our social strategy, it was able to grow this new product line and sell out of its product. Lounge Wagon now regularly reorders product stock to keep up with growing demand.
Creating brand awareness was a top priority—and a challenge for the new brand. Lounge Wagon’s social media presence was very limited and hadn’t been updated in a while. It only had 80 followers on Instagram when we started the program. Today, it has 24,000.
The total campaign to date has received more than 24.3 million views, 991,000 engagements, a 37% engagement rate, and a $3 million earned media value. Organic social media management will continue to be a strategy for managing this new and growing community that has embraced this product.
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