Influencer Marketing: Beyond Awareness to Bottom-Funnel Impact with Goldfish Swim School

At this point, we all know the top of funnel benefits of influencer marketing. Recently, we’ve been really excited about how we can leverage influencers not just for awareness but for driving sales and local engagement.

Recognizing that 69% of consumers trust influencers over direct brand messages, we partnered with our client Goldfish Swim School, a franchise-owned company, to design a hyper-local strategy which aimed at driving enrollments across 45 of their school locations.

We launched the campaign by leveraging regionally relevant influencers to create content that felt personal and directly connected to local audiences. Strategic paid advertisements were tailored to enhance this connection, driving traffic directly to individual school enrollment pages with unique promo codes.

This worked well—we saw excellent early results in traffic.  But we weren’t satisfied. The conversions weren’t up to snuff. So we dug deeper. Upon analyzing website interactions, we realized that swim school enrollment was a decision that required more consideration from parents.

What next?  We pivoted. We shifted our focus to lead generation. By capturing interested parents through a limited time offer promoted by our Influencers and having Goldfish Swim School team members reach out personally, potential customers were able to get more detailed information and address specific questions, significantly improving our conversion rates. In two months, we were able to generate more than 7,000 leads, with some schools achieving a ROAS of 500%+. Boom!

We call this strategy Macro to Mainstreet. The outcomes highlight the power of influencers to drive not just awareness but actual business results.

The momentum from this program reinforced two major insights we bring to all our work:

1.     Start with the end in mind: a deep understanding of a client’s business goals and what a successful outcome means needs to lead strategy

2.     Positive results don’t always mean success: something can be ‘working’ but not achieving the agreed upon outcome.  Learn from what is working, pivot on what isn’t and optimize in real time.

Discover how Approach Marketing’s tailored influencer strategies and targeted marketing efforts can drive significant outcomes for your business. Contact us today to explore a partnership.