Wondrium Influencer Marketing Case Study
Partnering with Wondrium to Reach an Audience of Young Active Learners After their Rebrand
Campaign Challenge
Allison Lesser, the Senior Director of Marketing Acquisition at Wondrium had an exciting challenge: she wanted to spread the word about Wondrium’s rebrand and reshape consumer perceptions about the education company.
Formerly known as The Great Courses Plus, Wondrium’s rebrand was more than just a name and logo change; it was an expansion of the company’s content library to attract a wider demographic of life-long learners.
“We wanted to attract a younger audience of active learners with Wondrium’s subscription product.”
Along with spreading the word about Wondrium’s rebrand, Allison’s mission was to drive as many subscriptions as possible.
To accomplish this mission, the Wondrium team needed a marketing channel with laser-focused targeting that would enable them to find their niche audience at an efficient cost and also build the strength of the brand. Fortunately, Wondrium was already running influencer campaigns with The Outloud Group.
“We had several channels in our marketing portfolio, but we thought that influencer marketing on YouTube could be a new way of driving subscriptions for Wondrium.”
For Allison, influencer marketing campaigns would be successful if they met the
following criteria:
Low Cost per Acquisition(CPA) and Cost per Mille (CPM) to maximize Return on Investment (ROI).
High retention rates, with most users purchasing a membership after the trial period.
Ability to scale influencer campaigns through constant testing of different audiences.
On-brand influencer content.
“Wondrium chose to work with The Outloud Group because they have a great background in influencer marketing.”
CAMPAIGN Solution
We began to align Wondrium authentic YouTube influencers that reach niche audiences. The Outloud Group used YouTube integrations and paid partnerships with influencers to promote Wondrium’s rebrand and connect them with their target audience.
Successful rebranding
While rebranding is not easy, influencer marketing simplified the process because influencers could explain the rebrand. the team ensured that creators spoke about how The Great Courses Plus and Wondrium had come together.
“If our audience comes into Wondrium cold, no one knows what that is, but if a creator talks about our previous brand, then there is an easier connection.”
Recruiting creators to promote Wondrium’s new shows
The Outloud team adjusted its media planning to attract a new audience of young active learners. They sourced for and vetted new creators whose channels focused on a wide breadth of topics.
“The Outloud Group identified new influencers who were in the niche markets that Wondrium was targeting. this allowed us to reach the specific audiences that we know will like our product.”
Testing New Creators and New Audiences
Next, they ensured that Wondrium was getting the maximum ROI from its creators by running multi-show tests. they gave each creator 2-3 shows to promote to ensure that they could drive subscriptions.
“We’ve tested creators in the cooking, mental health, photography, and outdoors niches. This is not something that we had tried before.”
Solidifying relationships with high-performing creators
When Wondrium works with creators who can drive subscriptions and high retention rates, the team helps turn them into long-term partners.
“When there’s a strong cost per acquisition, we’ll take that influencer and sign them on for a longer-term agreement.”
Authentic Influencers
Allison is thrilled by the authenticity of the creators that The Outloud Group sources. The influencers actually watch the shows and apply the content before presenting it to their audience.
On-Brand Influencer Content
With The Outloud Group acting as a liaison, creators are able to take Wondrium’s brand guidelines and adapt them to their scripts. They can create on-brand content without reading scripts and sounding forced.
“When we work with Outloud, influencers take our brand guidelines and use them to create their talking points. This leads to authentic conversations that come across as the creators’ own story.”
Stay on top of trends
Allison is grateful that the Outloud team has helped Wondrium k eep up with the numerous changes in the influencer industry and maintain great r elationships with creators.
Scaling influencer marketing
Partnering with the Outloud team has helped Wondrium expand its reach and manage a large and complex influencer marketing program. After working with The Outloud Group for six years, Allison couldn’t be happier. they consistently go above and beyond to ensure that Wondrium’s campaigns are successful.
Campaign Results
With 705.1 Million views of Wondrium’s influencer campaigns, The Outloud Group has helped them spread the word about their rebrand and attract new audiences of active learners. Thanks to The Outloud Group, Allison has achieved her goal of driving subscriptions profitably. influencer marketing on YouTube has a $6.63 CPM and low CPA. Allison attributes this success to The Outloud Group’s ability to match Wondrium with perfect-fit creators in niche audiences at the right price. Today, Wondrium has a thriving influencer marketing channel that has grown steadily over the last six years. Working with the Outloud team has saved Allison and her team the hassle of sourcing, vetting, onboarding, and managing creators. Allison recommends The Outloud Group to acquisition managers who want to grow their brands using influencer marketing.
705.1M
Views$6.63
Cost Per 1000 Views (CPM)