Hanes | 2023 Influencer Partnership
"Jasper the Doll"
"Jasper the Doll"
Strategy: Jasper, a plastic doll and viral TikTok sensation is known best for their raspy voice and chaotic antics. Jasper was caught "undressed" for the first time on video & fans took notice. Hanes, the apparel and underwear brand, jumped to Jasper's aid in effort to bring comfort to the doll amidst their scandal.
Execution: We employed a seamstress to craft Jasper-sized Hanes products mimicking the recently launched Hanes Originals line. The broader brand campaign touted "Hanes: The Invention of Comfort," and supplying Jasper with a custom mailer extended the comfort to all. We replied to Jasper's original video & left both Jasper and their community gagged.
Execution: We employed a seamstress to craft Jasper-sized Hanes products mimicking the recently launched Hanes Originals line. The broader brand campaign touted "Hanes: The Invention of Comfort," and supplying Jasper with a custom mailer extended the comfort to all. We replied to Jasper's original video & left both Jasper and their community gagged.
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Results: The organic post garnered 3.9k views and a 3.50% ER. Jasper's "thank you" video, with Hanes tagged, accumulated 169k views, 28k engagements, and a 17% ER. Of the 436 comments on Jasper's post: 59 mention Hanes (14%) and 35 mention their strong intent to purchase (8%). However, the most impressive results from this spontaneous partnership were from Jasper's repeated use of the product in 8 organic social posts, which resulted in 870k+ additional impressions and 146k additional engagements.
Overall, the small investment in a niche creator netted out to a 8.2:1 ROAS, 1M+ impressions, and 174k+ engagements. The cost per 1k impressions was 88% more cost-effective than the industry average.
Jasper illustrated the importance of believing in creators (even if they're non-traditional).
Social Creative Lead: Nadezhda Camperlengo
Social Community Manager: Meg Craig
Overall, the small investment in a niche creator netted out to a 8.2:1 ROAS, 1M+ impressions, and 174k+ engagements. The cost per 1k impressions was 88% more cost-effective than the industry average.
Jasper illustrated the importance of believing in creators (even if they're non-traditional).
Social Creative Lead: Nadezhda Camperlengo
Social Community Manager: Meg Craig