How CLIF Bar & Company Activates Influencers in Mavrck’s Platform and Across Use Cases to Influence Multiple Consumer Touchpoints

The Challenge

Influencers have always been a key component of Clif Bar & Co.’s marketing mix. However, prior to Mavrck, the company was running small influencer programs for a three of its brands (Clif Bar, Clif Kids and Luna), using spreadsheets to manage multiple disparate and unconnected programs.

Without the proper tool, the company’s influencer marketing efforts proved to be time-consuming and largely inefficient. The brand not only struggled to activate influencers at scale and across use cases, but was also unable to understand holistic performance across multiple brands.

Clif Bar & Co. needed a platform that would allow each of its brands to activate influencers on an ongoing basis, at scale, across a variety of use cases to build brand awareness and love for its brands, products and values.

The Solution

Activate Influencers Across Tiers, Personas and Use Cases at Scale

Through the Mavrck platform, Clif Bar & Co. is now able to activate micro and macro-influencers at scale to efficiently and effectively drive communication about its brands, company, values and products.

Specifically, with Mavrck’s all-in-one platform capabilities, the Clif Bar & Co. brands are able to activate influencers for three distinct use cases: create campaigns, review products and launch its first-ever ambassador program.

The Solution: CREATE

Create Campaigns

For Clif Bar & Co., each influencer marketing campaign is created with a purpose, whether it’s a new product launch, a brand equity campaign, or promoting an existing product.

With Mavrck’s advanced search capabilities, Clif Bar & Co. is able to quickly sort and segment influencers across several dimensions, which allows Clif brands to discover relevant influencers quickly and efficiently.

Specifically, Mavrck’s advanced filtering and keyword searches allows Clif Bar & Co to discover influencers unique to each brand’s influencer personas and target audiences. Once sourced, Mavrck’s inbox management capabilities makes it easy for Clif Bar & Co. to customize campaign briefs and messages according to unique brand objectives.

The Solution: REVIEWS

Review Products

With ratings & reviews being a critical component to the e-commerce purchase journey, Clif Bar & Co. knew they needed to be prioritized as a component to every influencer marketing campaign.

By leveraging Mavrck’s ratings & reviews integrations with PowerReviews and BazaarVoice, Clif Bar & Co. was able to collaborate with influencers in two major ways: for new product launches and for reviews of existing products.

Both strategies have resulted in improved efficiencies, e-commerce launches and better integrated social proof across different touchpoints. To date, influencers have submitted 800+ reviews with an average of 4.8 stars.

The Solution: AMBASSADORS

Launch Ambassador Program

Based on Clif Bar & Co.’s business goals, they worked with Mavrck to build and execute its first-ever ambassador program. The overall strategy was geared to optimize towards objectives like branding & awareness, education & consideration, content generation and performance.

Through Mavrck’s easy-to-understand performance dashboard, Clif Bar & Co. was able to identify top-performing influencers across brands who they had previously worked with. Top-performing influencers were identified based off of number of campaigns participated in, engagement rate, quality of content and responsiveness to brand/strong copy and voice.

To start, 10-15 influencers were contracted and activated monthly for a trial period of 90 days. During this time, the brands continued to run several campaigns on the side as a way to create new content and find new talent. Each month, the team analyzed best performing content to provide further best practices to all of the influencers, and to inform monthly briefs.

The Results

Scaling Fragmented All-In-One Programs While Gaining Streamlined Efficiencies

Clif Bar & Company not only scaled and streamlined its fragmented influencer programs, but also gained efficiencies in cost and time savings.

To start, within the last year, Clif Bar & Co. successfully scaled its influencer activations, resulting in the creation of 138% more content than the previous year, which totaled 12M impressions (+137% YoY) and 1.3M engagements (+167% YoY).

Equally impressive, the brand was also able to improve its efficiency within its significantly larger program. Specifically, the brand was able to save 2,591 hours in time savings and $265,000 in content savings.

The Clif Bar & Co. team was able to prove that with Mavrck’s advanced platform, they could drive efficiency while also scaling and growing their three brand programs under the Clif Bar & Co. umbrella.

Clif Bar & Co. was also able to expand into different influencer activations and types of content while maintaining quality. Ultimately, this allowed the brand to create the breadth and depth of content required to raise brand awareness among its target audience by influencing multiple consumer touchpoints with authentic and trusted content.