Airloom
After years of using over the counter medications and prescriptions and still feeling miserable, the creators of Airloom were desperate for options. With backgrounds in the health and medical field, they pored over textbooks and studies, researching foods and vitamins that might be able to help.
They had no intention of creating a product and starting a company. But, given the effectiveness of his all-natural remedy and their dedication to public health and human services, they felt compelled to make their discovery known to the world. Meet Airloom: an all-natural seasonal wellness supplement to support your immune and respiratory system in times of seasonal stress.
Launching a supplement brand is no easy feat. With immense competition and no brand recognition, Airloom needed to establish trust with customers quickly and differentiate its product in a crowded market.
Tactics
Created a landing page to test sales performance via ads
Advertised with publications such as Nutmeg Aspirin
Reached out to naturopaths to trial Airloom within their practice
Created and distributed Airloom information cards for event marketing
Submitted Airloom to multiple vendors and retailers via RangeMe
Set up mobile-friendly Instagram landing page
Social media management on Facebook, Instagram and Pinterest
Launched YouTube channel with videos made from blog content
Advertised via Pinterest, Instagram, Facebook, YouTube, Google, Amazon and native content syndication platform
Set up branded and search-optimized Amazon channel
Collaborated with multiple influencers and brands for reviews, followers, photography and sales
Redesigned Airloom product page to include reviews, testimonials and customer photos
Influencer marketing
Our goal with working with bloggers and influencers was to increase brand awareness while promoting Airloom to an engaged audience. Through our partnerships, we increased social media followers, increased our SEO presence through blog reviews, and received professional photography and user-generated photos to repurpose throughout our marketing channels.
Below are some examples of Airloom’s influencer collaborations:
@kindketomama (25K followers) ran an Instagram giveaway and wrote a blog review
@lifewithtwinsplus2 promoted Airloom to her 16K fans as part of an Instagram giveaway which had 150 entries and 1,700 likes. For entry, participants had to follow us on Instagram.
@purelyhealthyliving promoted Airloom to her 18K Instagram fans in several Instagram posts and stories. She also wrote a blog review.
@katiebaki (15K followers) shared Airloom on Instagram post and stories which earned 341 likes and 5 comments.
@faithkristina (5K followers) included a video review on her YouTube channel, has posted several times and linked to Airloom on her Instagram profile (5K followers) and also has a feature about Airloom in her Instagram story highlights. Additionally, she's included us on her favorite supplements Amazon list.
Social Media
Airloom Instagram feed
Sharing a well-rounded mix of lifestyle content about allergies, yoga, mindfulness, interior inspiration and promotions, we created an engaged community of more than 3,300 followers across Facebook, Instagram and Pinterest.
In one year, we increased their social media audience by 240% with a 57% increase in engagements.
Facebook was the biggest traffic driver from social media, followed by Pinterest and then Instagram.
Blog graphic used for email marketing
Email Marketing
With a website popup, we incentivized visitors to provide their email address by offering a special coupon code.
Once added to our email list, subscribers received a Welcome email series with information about Airloom’s ingredients and blog content, which generated sales each email campaign.
When new blogs were added, we shared them with our email list as well.
A Facebook lead generation campaign added 587 new subscribers to our list at an average cost of $3.00 per email.
Open rate fluctuated from 7-22%, with an average 12% open rate.
“I enthusiastically recommend Marissa Hill to any business looking for results that align with mission. I have yet to meet anyone who possesses Marissa’s powerful skill set: she is highly accountable and self motivated while bringing true creativity to her work. Marissa led all of our social media efforts. She also shined in a marketing strategy role proactively offering us a multi-prong approach to connect with our customers. She independently tested various approaches, shared data and analysis on each, and made recommendations to continue or discontinue a marketing investment. With our very limited marketing budget, we would not have been able to stretch our funds and expand our reach without her. Marissa is a natural leader who proactively assumes responsibility and delivers results. She is also a true joy to work with. She is kind, patient, and open-minded. These are rare attributes to begin with but especially so for a results-oriented, creative leader.”