How consumer insights helped a CBD e-commerce platform identify and engage micro-influencers

The Challenge

With strict regulatory measures in place in the U.K. for advertising CBD products on Google and social media, the client needed to find a way around these regulations by exploring the opportunities that micro-influencers offer.

Being a U.K.-based platform, they wanted to identify micro-influencers who are based in London and active on YouTube and Instagram. And in order to reach their main target audience, these influencers needed to have a strong presence in four main categories – wellness, sports, indulgence, and pets.

While brand awareness was a major objective, the client also hoped that these micro-influencers would help to add more authenticity to their social media campaign. As such, they needed to gain their endorsement and build a long-term relationship with them.

The Solution

Realizing the need to get really precise with the influencer identification process, Convosphere set out to deploy several methodologies to identify micro-influencers meeting the client’s criteria.

This involved looking at influential social media users and filtering them based on interests, bio, and conversations.

1. Identify relevant influencers based on interests
2. Identify relevant influencers through conversation and bio information
3. Use Twitter as a data gate for building an “influencer universe”