SnapCalorie
Becoming Social Media’s Favorite Calorie Tracking App
Wade Norris
Founder & CEO
“Within a few weeks of starting on 1stCollab, we had a larger social media presence than many of our largest competitors who were spending orders of magnitude more on the channel.”
Results
9 months into the campaign
120%
ROAS (Return on Ad Spend)
30M+
Organic Views
600
Unique Creators
85%
Reduction in CPMs
Sample Videos from the Campaign
Going Big on Social Media
SnapCalorie is the most accurate calorie counting app. Developed by ex-Google AI researchers, the app uses revolutionary vision technology to give nutrition data for any meal with a snap of a photo. SnapCalorie had a game-changing product–now they were looking for ways to help get the word out.
“Apps in our space require social validation to take off, so social media was top of mind as soon as we knew the product was really resonating.”
SnapCalories's Needs
“We knew our competitors were primarily growing through TikTok and Instagram. They had teams of influencer marketers and multimillion dollar budgets. We wanted the same results with a much leaner operation.”
SnapCalorie had previously done small scale influencer marketing, but quickly realized the amount of work needed to scale and optimize their program. As they thought about the next phase of scaling up their program, here were some of their requirements:
They were playing catch up on social media and needed to quickly learn and scale. They wanted a program that could get hundreds of creators live within 1-2 months.
Because they were new to influencers, they wanted to A/B test different creator audiences and creative to see what would resonate.
SnapCalorie had no marketing team and didn’t want to hire one. As a result, they needed as much automation as possible to keep the program resource light.
Most critically, they wanted scale and performance. They wanted positive ROAS from the beginning and the ability to scale positive ROI indefinitely to hundreds of creators.
1stCollab’s Role
1stCollab is an AI-powered in-house influencer marketer that can run your influencer marketing campaigns in a way that maximizes ROI. Instead of building a dedicated influencer marketing team to test and grow their program, SnapCalorie worked with 1stCollab to jumpstart their social media presence.
SnapCalorie spent fewer than three hours a week on 1stCollab reviewing content before creators posted. 1stCollab took care of everything else. In under 9 months, 1stCollab helped SnapCalorie:
Source and outreach to 10,000+ highly relevant health and fitness creators. As a part of this process, 1stCollab made sure that every creator was relevant, had recently posted content, and passed various engagement metrics benchmarks.
Negotiate with 1,500+ creators. This included helping determine costs, deliverables, timelines, and handling multiple rounds of redlining for each creator. 1stCollab predicted the ROI each creator would generate for the campaign and moved forward with the creators with the highest predicted ROI.
Fully execute campaigns across 600+ creators. 1stCollab handled all aspects of campaign execution such as facilitating multiple rounds of concept and content review with each creator, tracking real-time engagement and link click metrics, handling international payments with creators, and filling 1099s for US-based creators.
Additionally, 1stCollab’s A/B testing framework allowed SnapCalorie to run a large-scale experiment across hundreds of creators to test out different creative strategies, helping SnapCalorie optimize their creative briefs for the campaign.
“I looked at so many platforms and agencies to help us run our influencer program. Nothing came close to the simplicity and performance of what 1stCollab delivered.”
Outcomes
“I loved how quickly the team moved. I asked the team to make some major tweaks in the way they reported metrics, and within a week, they had completely rewritten their metrics and reporting dashboards to help us better measure ROI for our influencer campaigns.”
Within a few weeks of starting their campaign, SnapCalorie had a steady stream of a few dozen creators going live every week. Within two months, they had one of the most scaled and efficient influencer programs of any lifestyle software app. Some metrics highlights from their campaign include:
120% ROAS. For every dollar SnapCalorie was putting into the campaign, they were getting well over a dollar back from paid subscriptions attributed to individual influencers in the campaign.
85% reduction in campaign CPMs. SnapCalorie had previously worked with creators themselves and while they saw solid metrics from their own work, they observed significant improvements once they shifted their campaign onto 1stCollab.
30M+ organic views across TikTok and Instagram. SnapCalorie was able to maintain their positive ROI despite having a program with massive scale, spanning over 600 creators.
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