Presentation: Big Impact, Little Budget - A Start-Ups Case Study in Influencer Marketing Presented by: Matt Armstead, CEO, Sprout It Sprout it is a tech start-up who partnered early on with Scotts Miracle Gro to help attract new gardeners to the category, with a differentiated approach. In this session, you'll learn about Sprout it's overall strategy and it's brand partnership with Miracle Gro. In addition, you'll hear first hand their approach to grow consumer awareness and how a low-budget influencer promotion earned them a spot within the The 10 Best Influencer Marketing Campaigns of 2013. www.bdionline.com

1. Big Impact, Little Budget
A Startups Case Study in Influencer Marketing
Presented by: Matt Armstead, CEO, Sprout It
@mattarmstead
@HeirtoWisdom
@GoSproutIt

2. Matt Armstead
CEO, Sprout it
Columbus, OH
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Serial, Portfolio Entrepreneur
Bootstrapper and Angel Investor
Start Up Mentor and Advisor
Digital Marketing Focus
Big Data and Analytics
Technology and Apps/SaaS
@mattarmstead
@HeirtoWisdom
@GoSproutIt

3. @mattarmstead
@HeirtoWisdom
@GoSproutIt

9. @mattarmstead
@HeirtoWisdom
SMG Template
@GoSproutIt 9

10. That’s Nice, but…
@mattarmstead
@HeirtoWisdom
@GoSproutIt

11. Foundation
Common Ground
• Mutual Interests
• Equitable Exchange
• Lifestyle/Consumer Focus
• Defining Success
@mattarmstead
@HeirtoWisdom
@GoSproutIt

12. Year One:
Integrated Approach to Awareness
@mattarmstead
@HeirtoWisdom
@GoSproutIt

13. Measuring Success:
Goals & Objectives
• Increase share of voice
• Increase website traffic
• Increase influencer relationships
@mattarmstead
@HeirtoWisdom
@GoSproutIt

14. @GoSproutIt
www.gosprout.it
@mattarmstead
@HeirtoWisdom
@GoSproutIt

15. 10 Best Influencer Marketing
Campaigns of 2013
@mattarmstead
@HeirtoWisdom
@GoSproutIt

16. @mattarmstead
@HeirtoWisdom
@GoSproutIt

17. iPad Release Focus
@mattarmstead
@HeirtoWisdom
@GoSproutIt

18. ESTIMATED CAMPAIGN BUDGET
$6,500 ($5,919)
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SEEN platform:
Cash prizes:
Influencer partnership:
Sponsored Posts:
Facebook ad buy:
Gardening care pkgs shipping:
Extra
$2,000
$1,750
$ 750
$1,250 ($800)
$ 540 ($481)
$ 150 ($138)
$ 60 ($ 0)
* Not Included: Sprout it costs and PR retainer
@mattarmstead
@HeirtoWisdom
@GoSproutIt

19. CAMPAIGN DETAILS
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June 25 – July 2, 2013
Daily Winners; Three Prizes
Prizes: Gift Cards, Design
Submit a photo:
SEEN Platform
Claim photo to Enter
Integrated Awareness Efforts
@mattarmstead
@HeirtoWisdom
@GoSproutIt

20. campaign snapshot

21. snapshot of entries

22. partnership
chris loves julia
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Chris Loves Julia has been featured on BHG, Apartment
Therapy, Young House Love and more – making them a
household name in the DIY/Home blogosphere.
They have 150,000+ visits a month from 54,000+ unique
visitors.
They shared the contest in two blog posts, promoted it via
their social networks & created a custom designed
Pinterest board for the grand prize winner.
“What a fantastic prize and promotion! I have a lot of ideas for backyard
spaces since we are smack dab in the middle of revamping ours. Sprout
it’s mission sounds very much in line with what we love and believe in. So,
yes, I’d love to be a part of promoting this.” – Julia
@mattarmstead
@HeirtoWisdom
@GoSproutIt

23. blog promotions
@mattarmstead
@HeirtoWisdom
@GoSproutIt

24. social promotions
@mattarmstead
@HeirtoWisdom
@GoSproutIt

25. pinterest board
@mattarmstead
@HeirtoWisdom
@GoSproutIt

26. Influencer Outreach
@mattarmstead
@HeirtoWisdom
@GoSproutIt

27. Our Influencers
Throughout the campaign, we built relationships
with several home and garden influencers resulting
in coverage on the following blogs:
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Bower Power Blog
Our Humble Abode
Pure Mamas
Gardenerd
A Family That Eats Together
@mattarmstead
@HeirtoWisdom
@GoSproutIt

28. blog snapshots
@mattarmstead
@HeirtoWisdom
@GoSproutIt

29. blog snapshots
@mattarmstead
@HeirtoWisdom
@GoSproutIt

30. blog snapshots
@mattarmstead
@HeirtoWisdom
@GoSproutIt

31. social snapshots
@mattarmstead
@HeirtoWisdom
@GoSproutIt

32. social snapshots
@mattarmstead
@HeirtoWisdom
@GoSproutIt

33. social snapshots
@mattarmstead
@HeirtoWisdom
@GoSproutIt

34. facebook
@mattarmstead
@HeirtoWisdom
@GoSproutIt

35. facebook/instagram
@mattarmstead
@HeirtoWisdom
@GoSproutIt

36. twitter
@mattarmstead
@HeirtoWisdom
@GoSproutIt

37. social media results
• Facebook posts about the campaign
reached 7,500 people
• Sprout it’s Facebook fan base tripled
throughout the campaign
• The #growinspired hashtag reached
45,000 people throughout the
campaign
• Tweets including both @gosproutit and
#growinspired reached 14,000 people
@mattarmstead
@HeirtoWisdom
@GoSproutIt

38. facebook advertising
• Facebook ads reached 306,253 people
throughout the campaign, resulting in 468 clickthroughs,.
• The Facebook “Likes” campaign reached
21,386 people, resulting in 260 click-throughs to
our page, helping triple Sprout it’s Facebook
following in the process
• Promoted posts reached 4,404 people, resulting
in 34 click-throughs and 82 engagements (i.e.:
likes, comments, shares)
@mattarmstead
@HeirtoWisdom
@GoSproutIt

39. results
campaign results
1,200+ unique visits to contest page
150+ photos submitted
130+ photos claimed (86% claim rate)
Relationships built with six influential
home/ garden bloggers resulted in
seven blog posts
• Sprout it’s Facebook following tripled
• 5,000+ visits to marketing site/web app
throughout the duration of the
campaign
• Foundation built for future campaigns
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@mattarmstead
@HeirtoWisdom
@GoSproutIt

40. Big Impact, Little Budget
A Startups Case Study in Influencer Marketing
Thank You!
@mattarmstead
@HeirtoWisdom
@GoSproutIt