Our initial plan was to focus on chefs, barbers, and teachers, but we quickly pivoted to frontline healthcare professionals. We simultaneously created a give-back campaign to thank doctors and nurses by providing people an opportunity to nominate colleagues, friends, and family members to receive a free pair of Snibbs. The campaign, paired with creator posts and stories, led to a successful brand launch.
Who Is Snibbs?
Snibbs are a universal work shoe, designed for use by anyone who is on their feet for long periods, whether they’re standing in place or in motion. Engineered by industry veterans with the utmost comfort and design in mind, Snibbs also help bridge the gap between function and aesthetic, a common dilemma in the work-shoe category.
Snibbs are the product of 3+ years of research and development. Utilizing the highest quality materials and orthopedic features, Snibbs provide a comfortable and robust footwear solution that can be used across thousands of industries. This type of quality development also significantly reduces the frequency and severity of shoe wear and tear, so you don’t have to buy a new pair of shoes every few months. The water-resistant upper features an easy to clean material, making any big mess a very small problem while the slip-resistant outsole helps you stay on your feet in any slippery situation.
Challenges presented by introducing a new product
The goal was to create a strategic creator outreach plan that would raise awareness for Snibbs surrounding their March 2020 launch. In the meantime, MuteSix had to overcome the challenges presented by introducing a new product in the midst of a global pandemic.
The best tool to manage 1-1000+ influencers. The biggest problem GRIN solves for us is reporting ROI. Being able to connect to Shopify is huge both being able to create personalized discount codes and links at scale and then being able to report based on campaign and influencer.
- Sarah Grosz, Breaking things | MuteSix
The creator search
Using the GRIN lookalike feature to build lists of creators was incredibly helpful with recruiting the right creators for Snibbs. Not only were they able to find creators that they normally wouldn't come by through a manual search, but it also saved them hundreds of hours combing through social media profiles.
Rapid growth and positive ROI
MuteSix achieved incredible results for Snibbs using GRIN’s Creator Management solution:
- 4.11 million impressions via creator content
- $212,000 in creator-generated revenue
- 580% growth on Instagram