Yellowtail wanted to know if a particular food & drink influencer was more effective in building awareness and purchase intent than their existing Instagram follower base.
Recruitment
We recruited two groups of followers, each with 500 respondents, one from hungryhealthyhappy’s Instagram account, a
nd one from the [yellow tail]’s Instagram account. We checked to see how many of the followers were in both accounts and ensured that there were no duplicates in either group. We guaranteed all respondents were of legal drinking age.
Influencer Metrics
We then asked both groups the same question, “Would you buy Yellow Tail wine?”. By asking both groups, it would help us benchmark between the two groups and also benchmark future results when we re-tested with both groups in case of some external events shaping the results.
We reported the results, and there was a difference between the two groups, with those from the influencer hungryhealthyhappy were more likely to buy yellowtail than the yellowtail’s group by a statistically significant margin with 95% confidence. This meant it was a positive move to use hungryhealthyhappy rather than just post to the existing follower base of yellowtail.
Content Effectiveness
After we tested the purchase intent with both groups, we shared the intended post with the group recruited from hungryhealthyhappy in amongst two other social media posts to make it as realistic an experience of social media as possible.
After a week, we re-tested with the same groups, asking the same question “Would you buy Yellow Tail wine?”. We have found through our extensive research and testing that waiting a period of a few days gives the most robust results for long term behavioural change.
Final Results of Social Media Effectiveness
Despite showing that using the influencer hungryhealthyhappy would be beneficial to the sales of yellow tail, the intended content offered no statistically significant improvement in purchase intent versus doing nothing, although it did indicate it might improve sales.
Return On Investment on Social Media
With all our data we were able to indicate the Return On Investment (ROI) for investing with hungryhealthyhappy versus advertising directly on Instagram.
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