2021 - 2022
Onboarding 20.000 influencers in 12 months
Chirpley is an AI driven micro-influencer platform. It connects thousands of micro-influencers (100+ followers) with advertisers in minutes. Advertisers can instruct influencers on what hashtag or message to use, and users get compensated per performed action accordingly. Thanks to complex algorithms, Chirpley is the first platform that allows advertisers to connect with such big groups of influencers. Because both founders have a background in the crypto industry, they have also incorporated a crypto token into the eco-system. I joined Chirpley right at the start of the project.
Goal
Write a launch plan for version 1.0 of the web-app to onboard influencers and advertisers.
Leading KPI’s
- New influencers
- New advertisers
- CPI (cost per influencer)
- Activation rate (campaign participation)
Results
- on-boarded the first 20.000 influencers within 6 months
- on-boarded the first 100 advertisers
- increased activation rate (users that actually participate in an influencer campaign) from 3% to 15%
Approach
Chirpley is based on the idea that there is a group of social media users out there who are willing to share, like, and engage with company content in exchange for small amounts of money. Since Chirpley was pioneering on this level, formulating the right message in our communication proved to be quite a challenge.
After the UX and brand identity were ready (designed by Numbered), I started running experiments on different channels and various types of influencers. After ~ four months of experimenting, we found the sweet spot. Along with two major viral campaigns we ran, we managed to onboard 20K influencers within six months after the launch.
We created a referral program where an influencer (A) who introduced another influencer (B) and helped them sign up using their referral link would receive a percentage of all future earnings made by Influencer B. This program worked really well during periods when we had many advertisers running campaigns on Chirpley, and we were able to achieve a viral coefficient of 1.6 during those times.
Acquiring is only the first step; retention comes next. To track all of our marketing efforts, I created a Google Data Studio dashboard for real-time performance monitoring. Using this tracking infrastructure (combining Firebase + Customer.io), we managed to conduct several UX experiments that resulted in an increase from 3% to 15% in user activation rate.
Thanks to these successes, we managed to list the Chirpley token (CHRP) on the two biggest listings, resulting in over $100,000 in token sales right at launch.