Locket
Becoming the #1 Social Media App through Influencer Marketing
Kyle Sanok
Growth, Product & Community
“1stCollab helped us easily scale our influencer program to reach hundreds of creators and 100M+ views on TikTok without needing to hire internally.”
Results
11 months into the campaign
100M+
Organic Views on TikTok
<$1
CPMs
#1
Social App in the App Store
Sample Videos from the Campaign
Accelerating Growth
Launched in 2022, Locket became one of the fastest growing social media apps almost immediately. Heading into the second half of 2023, they were looking to keep the momentum going and become the top social product for Gen-Z. After testing out a number of growth channels, they found early success with influencer marketing, and partnered with 1stCollab to scale their program.
“We were already seeing organically produced videos about Locket driving growth, so we wanted to work with influencers to further add fuel to that fire.”
Locket's Needs
“We realized the key to success was working at scale–partnering with hundreds of new influencers to test content and see what resonated with users on TikTok. When you work at scale, you're guaranteed to learn what works quickly and ideally go viral.”
Before our partnership, Locket already had a successful program in place. They partnered with influencers to create short TikTok videos about Locket. Each creator had the potential to post videos that would get millions of views. Through partnering with these influencers, Locket was able to attribute substantial user growth to their influencer program.
So Locket had a playbook that worked, but wanted to optimize and scale it out. This meant:
Being able to work with hundreds of new influencers each month.
Scaling while requiring no additional time or resources from their team.
Improving ROI. This meant improving a variety of metrics across their marketing funnel, such as CPMs and CPAs.
Improving ROI, in particular, was a challenging constraint since Locket’s existing success occurred because they had fine-tuned their program’s creators and creative. In order to improve upon Locket’s ROI, the scaled out program needed to adhere to Locket’s fine-tuned process. This meant:
Vetting each creator to ensure they hit on numerous metrics and engagement requirements.
Ensuring that each creator matched the demographic and style of content Locket required.
Making sure that each creative adhered to Locket’s stringent content guidelines and allowing the Locket team to provide feedback to each creator.
1stCollab’s Role
1stCollab is an AI-powered in-house influencer marketer that can run an influencer program for any business in a way that optimizes performance. Instead of hiring a team to expand their efforts, Locket instead “hired” our 1stCollab influencer marketer.
Less than a year into the partnership, here’s what 1stCollab has been able to achieve for Locket:
Thousands of creators sourced and outreached to
13,000+ bids received. Getting more bids meant more flexibility with picking the highest performing creators for Locket’s budget.
3,000+ rounds of content review facilitated. This was critical for ensuring all videos met Locket’s stringent content requirements.
Hundreds of contracts executed and paid. 99% paid within 2 days of creators going live.
What’s important was that 1stCollab was not only able to scale Locket’s efforts, but scale it in a way that made each interaction between Locket and creators feel professional, transparent, and bespoke.
For Locket, this meant being able to provide customized feedback for each creator before going live.
For creators, this meant having a dedicated 1stCollab rep to answer any questions, having a clear process to follow for the campaign, and getting feedback and payment within hours of content submission.
“1stCollab took time to understand our process, and helped us automate some of the most time-consuming and tedious tasks. They managed everything from sourcing, to getting drafts, to making sure influencers were paid on time. They helped scale our existing ROI and made sure that all our creators had a great experience working with us.”
Outcomes
“What’s been great is that the longer the program runs, the easier it is to work with 1stCollab. We can dynamically update briefs and change around our budget extremely easily, which is less work we have to put into managing the campaigns. I can’t wait to see how things continue to improve as we move into year two of the partnership!”
Locket’s marketing campaign isn’t just one of the best influencer campaigns, it’s one of the best marketing campaigns ever. Putting into context some of the stats:
With over 100M+ views on TikTok, the campaign has reached more viewers than the Super Bowl.
Despite all the scale, Locket was able to maintain a CPM under $1 for the campaign, making it one of best performing influencer marketing campaigns ever launched.
A few months after launching their campaign, Locket became the #1 Social App in the App Store, highlighting the incredible power of influencer marketing to drive usage of a product.
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