After separating from its parent company and branching out on its own, Lounge Wagon came to us for help building an influencer program. The brand’s founders were interested in using user-generated content to create buzz around its 3-in-1 adventure wagon, a sturdy vehicle moms can load up with gear—including kids—and pull to the beach, soccer games, or any event where comfortable seating is desired. It can then be converted into a mini loveseat. Peripherals like attachable oversized umbrellas let owners customize their luxury viewing experiences.
Influencer marketing, of course, is fundamentally about fostering relationships and cultivating a sense of community as well as driving sales. When promoting a product with significant viral potential like Lounge Wagon, our strategy centers on identifying key influencers within the community we aim to engage. Our team communicated with mom and family influencers who have kids who play sports, as well as trusted mom creators who hold influence in the parenting sphere. This approach generated incredible results.
The brand was unable to utilize paid media or other marketing systems to grow—it was reliant on influencers to drive revenue and attention. Using only our social strategy, it was able to grow this new product line and sell out of its product. Lounge Wagon now regularly reorders product stock to keep up with growing demand.
As part of the campaign, we partnered with a trusted mom creator on Instagram who holds influence in the parenting sphere and possesses the credibility to endorse Lounge Wagon as a must-have product for moms. She created a video showing the product’s features and linked to Lounge Wagon’s Amazon storefront. Her post was so popular it generated 80 sales in a single day and led to Lounge Wagon gaining 16,000 followers in one weekend.
Posts of this nature often prompt active participation from other parents, who may contribute their own recommendations or pose questions about the products. The influencer’s audience also called for new colorways of the product. By fostering dialogue within the parenting community through comments and interactions, we catalyzed the post’s viral power, which significantly enhanced its visibility and reach. Influencer and follower feedback also led to the creation of highly coveted colorways that match moms’ Stanley tumblers.
Creating brand awareness was a top priority—and a challenge for the brand. Lounge Wagon’s social media presence was very limited and hadn’t been updated in a while. The brand only had 80 followers on Instagram when we started the campaign. Today, it has more than 24,000.
The total campaign to date has received more than 24 million views, 1 million+ engagements, and driven 32,000 link clicks. In addition to continued influencer activations, organic social media management will remain an important strategy for managing this new and growing community that has embraced this product.
