Low CPMs and Top Paid Ad Performers

We just wrapped up our time with Legends Apparel.

When we started with them there were some challenges.

Before AGM:

• Only getting 5 pieces of UGC per WEEK
• Getting ZERO Organic reach from influencer content (outside of celeb level ambassadors)
• Internal Team was strained on capacity to scale an influencer Program.
• Needed MORE Content to leverage into paid social while still having an organic reach impact.

After launching their new influencer program, here's what we were able to generate.

After AGM:

• Averaged 19 posts per week (up from 5)
• Averaged 240,000 impressions per month
• 85 Creators generated 396 pieces of content
• 41 assets were used in Paid social and 4 were top spenders (using a cost cap strategy)
• Averaged around $9 CPM's

I have a couple takeaways from this.

#1. Male driven brands are challenging because there are fewer male creators.

This is something to heavily consider if you are running a male focused brand. The volume for creators lends itself to needing more budget to work with the best male creators. One angle is to go after female creators who have spouses to send product for them. That way you can get more volume into the program.

#2 Clear goals for each program.

Performance creative and organic reach are two different goals. The majority of this partnership's goal was to get MORE content for paid social which we accomplished. When you launch a program you need to remind yourself of the goal, because that will direct the type of creators you work with and how you handle each interaction.

You can check out some of the posts from Legends below, as well as a testimonial from the Legends team!

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