Introduction
In the world of influencer marketing, many believe that partnering with influencers who have millions of followers is the fastest way to achieve sales. But this real-life story might completely change your perspective.
We worked with a client who sells skincare products and had previously launched an influencer campaign with one of the most famous influencers in Jordan, who has over 3 million followers on Instagram. A Reels video was filmed showcasing the products’ features and benefits. The video went viral, reaching millions and significantly increasing the page’s followers. However, surprisingly, there were no actual sales despite the campaign costing the client thousands of dollars.
When we started managing the ad campaigns on the same page, we tested the same video and found it did indeed achieve wide reach at a low cost, but the result remained the same: zero sales.
The Challenge
To find an influencer who can genuinely persuade the target audience and drive purchasing decisions with a low budget and measurable results.
The Solution
Through deep research into the target audience and purchasing behavior in the skincare sector, we discovered that credibility is the key factor. We selected a well-known pharmacist in Jordan with just 40,000 followers, but her audience highly trusts her, and she provides real scientific content.
A simple video was filmed featuring the pharmacist genuinely recommending the product based on her professional experience, without any scripted promotional content. We focused on delivering an honest message and content that truly resonates with the audience’s interests.
Execution
- Selected a nano-influencer with real influence in the same industry.
- Filmed a natural, unscripted video where the influencer offers genuine advice based on professional knowledge.
- Launched paid campaigns on the same page with precise targeting for the interested audience.
- Activated retargeting campaigns to encourage the engaged audience to complete their purchases.
Results
Through this campaign, we successfully achieved sales that exceeded the client’s agreed target, with the cost of producing the video being less than 1% of the previous video’s cost with the celebrity influencer. We also recorded a noticeable increase in the conversion rate from views to actual sales compared to the previous campaign, in addition to building genuine trust between the brand and the target audience. This proved that real success in influencer marketing is not measured by follower count but by the influencer’s credibility and true impact on their audience.
Conclusion
This experience proved that success in influencer marketing does not depend on large budgets or follower counts, but on choosing the right influencer who truly holds the trust of your audience. Price differences between influencers never guarantee results. Sometimes, low-budget campaigns with credible influencers can achieve what campaigns with millions of followers cannot.
If you are looking to build influencer campaigns that deliver real results, contact us today for a free consultation.
