Hoop Culture: Case Study

Hoop Culture is one of the fastest growing basketball apparel brands in the world. NuMedia has been their agency of record since 2014.

Goal: Utilize Instagram Influencer advertising to build the @HoopCulture Instagram following while generating at least a 5X return on adspend

Strategy: Utilizing a mix of giveaways, low-dollar tripwire offers and popular premium items, Hoop Culture could have their content amplified every single day, generating traffic and building their following at scale in the process. We used personalized google campaign links, cloaked with a shortened HPCLTR.co domain, to measure the results of each account, as well as the traffic and sales on the @HoopCulture instagram to ensure key benchmarks were met or exceeded, and offers that were generating the highest ROI were scaled and duplicated.

What Happened: With our network including @Sports (2M), @BasketballVines (3.6M), @BasketballVideos (3.1M), @AbsurdHighlights (670K) as well as our partner network including @SportsPlays (330K), @CrazyCrossovers (1.4M) and more, we were able to scale downloads to exceed 5,000 per week, alternating videos and offering a FREE download for animated emojis at the link in our bio. Because it was so unique, we were also able to profitably schedule buys with our link on other sports Instagrams leading up to major events such as the 2017 NBA Finals.

Conclusion: Hoop Culture started with us under 10,000 followers. When we began our Influencer campaigns, Hoop Culture had under 100,000 followers and currently has over 330,000 followers. Not only that, Instagram currently accounts for almost 33% of their traffic, and has generated over 30,000 new customers for the brand with a highly profitable ROAS.

Sports Manias: Case Study

Sports Manias is a venture funded sports media company looking to build a large user base for their sports app.

Goal: Gain 100,000 sports-focused app users

Strategy: By creating illustrated, animated sports emojis, Sports Manias can provide a very unique hook to get app users. By staying current and adding in new animated emojis leading up to each major event, they can create fresh advertisements and renew interest every few weeks. Not only is this a great way to keep interest high, it’s also a great way to engage current app users. By piecing together appealing content ads and offering an above-average cost-per-download incentive that allowed influencers to profit MORE than they would at their base rates, they got very motivated influencers, like us, to promote them while still coming in under their target KPIs.

What Happened: With our network including @Sports (2M), @BasketballVines (3.6M), @BasketballVideos (3.1M), @AbsurdHighlights (670K) as well as our partner network including @SportsPlays (330K), @CrazyCrossovers (1.4M) and more, we were able to scale downloads to exceed 5,000 per week, alternating videos and offering a FREE download for animated emojis at the link in our bio. Because it was so unique, we were also able to profitably schedule buys with our link on other sports Instagrams leading up to major events such as the 2017 NBA Finals.

Conclusion: In under 6 months, Sports Manias was able to build a giant active app user base with an affiliate program of sorts and our sports Instagram network. Our link alone was responsible for over 100,000 app downloads in that time period at a cost per download that they loved.

Non-Traditional Influencers: Save Money, Gain Effectiveness

Non-Traditional Influencers: Save Money, Gain Effectiveness

Please give a short description of your background.

I have built a social media network of over 15 million followers- a network on which I’ve worked with brands such as Nike, Adidas, Speedstick, Olympic Channel, Gary Vaynerchuck, ESPN’s Jay Williams and more. I’m the marketing director/part owner of a brand with 7 figure sales and over 100,000 customers in over 40 countries.

How did you get started doing this / what was your motivation?

It’s all been a constant learning process where I’ve stumbled upon technique after technique as I’ve worked to build my brands. First it was a basketball gym, then an apparel brand. Most recently, I went head first into building media entities when I saw the huge opportunity when I was working as a media/influencer buyer for my apparel brand. I noticed the great financial opportunity on the selling side, and the absurd value provided. It’s a huge win-win.

Would you say followers of your personal brand offered you a bigger opportunity for sales than affiliate customers?

I would say the single best conversion booster is building a highly engaged brand. Connecting first-hand with your target audience is so powerful. When you build brands the right way, strong relationships are formed and brand advocates are born, who buy your products, then essentially become an unpaid affiliate army, providing testimonials and referrals.

How important is your brand to you, and how important is it to you to manage it properly, rather than outsourcing it?

A brand, especially when there’s a large, engaged audience behind it, is not only the most powerful asset you can have, but also an asset that’s going to majorly increase your multiplier on your business’ value when (or if) you choose to exit your business. Having tried 5 different agencies to help scale our apparel brand, I can honestly say that once you understand your brand and your customer avatar, it’s very rare that any outsourced efforts will be able to create the same effect. Authenticity is everything and an outsourced group is rarely ever going to be able to duplicate your voice, your passion and your deep understanding of your niche. The best brands have in-house direction from people who genuinely love the products and brand they’ve created.

What was your revenue in your first year of business?

For my agency/social media network, I did $527,000 in the first 8 months (and just about $750,000 in the first 12 months). I officially began monetizing the agency in April 2015.
For the apparel brand, we did a couple hundred thousand in the first 12 months.

How much are you on track to do this year?

My agency should surpass 1 million this year.
My apparel brand should surpass 2.5 million this year.