Espin Case Study: Launching the Influencer Program

Highlight: 4x ROI, 200% average organic growth

Category: Health & Wellness

Website: espinbikes.com


Overview

Espin is an electric bike startup focused on simplicity, efficiency, and sustainability. The idea came to founders Josh Lam and Yina Liu when they moved to San Francisco and encountered the city's (in)famous hills. Looking for new marketing channels to scale their growing D2C business, the Espin team partnered with Baotris to develop a data-driven strategy for influencer marketing.


Key Strategies

  • Identify key personas through social listening and user research

  • Develop and implement a comprehensive influencer & affiliate marketing strategy based on the key personas for ToFu and BoFu campaigns

  • Unify organic efforts by implementing an integrative marketing approach across all owned channels matching the key personas

  • Monitor and optimize organic campaigns to improve performance and increase conversions

  • Developed content beyond transactional messaging, focusing on data-driven brand building

The Process

The Baotris team mapped out the purchase journey of current and prospective Espin customers by analyzing post-purchase surveys and user interviews. With this data, Baotris created key personas, which is a representation of the brand’s ideal customer. These personas are central to Baotris’ strategic decision-making for brand growth.

Espin’s persona research indicated an opportunity with an older demographic. Electric bikes are high-ticket items and therefore are not impulse purchases. Buyers who can't test ride e-bikes spend hours searching for reviews on social media channels such as Youtube, Instagram, or TikTok prior to making a purchase.

Based on this insight, Baotris found influencers who would resonate with the key demographic to create Youtube videos that would provide additional information and feedback on Espin’s ebikes.

The YouTube videos made for perfect evergreen content and performed better than other informational videos. Our influencer-generated content was then repurposed for different organic channels to increase Espin’s brand awareness and consumer trust.


The Results

  • 4.5x ROI

  • 30 videos with a total of over 140,000 views

  • 200% average organic growth across all social networks


 

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