Bespoke Post Case Study

Our results will speak for themselves. We have to prove our value everyday. We don’t have long, fixed contracts or high minimum monthly spends. Our clients come to us because we continue to drive business results day in and day out.

Taye, Growth Marketing Strategist at Bespoke Post

“We originally worked with 4 agencies to manage our YouTube influencer campaigns. We’re now down to 1 and Curious Outliers has consistently been the top-performing agency throughout. We are constantly impressed by the improvements they make across their org including creator sourcing, sponsor history analysis, and reporting, which has helped our YouTube influencer program grow over 100% since we started working with them.”

Who is Bespoke Post?

Bespoke Post is a monthly membership club delivering a ”box of awesome” top-shelf goods from under-the-radar brands. From knives to camping gear to barware and much more, Bespoke Post has tons of amazing products delivered monthly at affordable prices.

They target a primarily male audience based in the US and Canada and look to influencers as one of their main marketing channels. Bespoke Post spends a six-figure monthly budget with YouTube influencers so they are constantly looking for new creators to partner with and help grow their subscriber base.

We began working with Bespoke Post nearly 3 years ago. They were our very first client and we are happy to report that we are still working together today!

How does Bespoke Post measure success and what are the challenges?

Since Bespoke Post is a growth-oriented startup that measures success from a strict performance perspective, their influencer campaigns are tied to down-funnel CPA targets primarily measuring their cost per new subscriber.

Another measure of success for Bespoke Post is the scale of the influencer budget (of course every company wants to grow as large as possible at the lowest marketing cost!) Managing an influencer program over a long period of time with increased scale has its own set of challenges such as finding new influencers to work with, maintaining campaign efficiency and testing new strategies to improve performance.

Aside from CPA performance and scale, Bespoke Post has faced other challenges such as managing budget in-house vs. partnering with agencies and ensuring all campaigns are carefully monitored for timeliness and accuracy.

How Curious Outliers Stands Out

There are many companies that manage influencer campaigns and Bespoke Post was determined to find the best partner to work with. Previously, they tested 4 different agencies to see which one could drive the most meaningful results. Eventually, Bespoke Post wanted to streamline their marketing efforts and reduce the number of parties reaching out to influencers on their behalf.

Today, Bespoke Post only partners with Curious Outliers as an external agency for a number of reasons (as described by Taye, Senior Market Strategist at Bespoke Post).

Performance - Compared to the other agencies that Bespoke Post worked with, Curious Outliers’ campaigns had the best CPA performance (beating other agencies by ~14%), which is their primary KPI for influencer campaigns.
Data - Taye said that using data to drive actionable insights was almost unheard of at other agencies. We believe that data is one of the key pillars of influencer campaigns with the ability to drive improved performance. We use detailed reporting to measure results at a granular level and break out performance based on campaigns details such as whether a creator shows their face on camera, the budget level of a campaign, creators that use b-roll or show live products, etc. We’ve even built out our own data warehouse to research and gain insights into creators and videos at a mass scale.
Quality control - Influencer campaigns can be challenging to manage due to the number of parties involved in each campaign. Taye found he had to watch other agencies more closely as they had errors in their campaigns and generally lacked attention to detail. On the other hand, we take extreme care to ensure that test products are sent out correctly, tracking links / coupon codes are working properly, brief / talking point requirements are met and campaigns run smoothly overall.
Response time - With other partners, Taye often found himself following up with them to see what the status of various tasks was. However, with Curious Outliers, Taye said that he is impressed by our response time and often finds that he is the one who is running behind on follow-up tasks.

Results

Improving performance, especially for an experienced partner like Bespoke Post, can be challenging. We know that it is incredibly important to measure the results of the campaigns closely so that we could find pockets of efficiency.

Here are a few examples of insights and lessons that we are able to measure.

Channels below $15k tend to be cheaper from a CPM perspective (about 35%). However, channels over $15k convert viewers at a whopping 90% higher rate.
Creators that show their face on camera outperform creators that do not show their face on camera by 8%
Creators that film their integrations outside have a 3% lower CPA than those that film their integrations inside
Creators that film Bespoke Post’s physical products perform virtually the same as creators that use b-roll to show the products.
Compared to new tests, renewal campaigns have a view to purchase conversion rate 105% higher on average.

Using these lessons, we were able to scale Bespoke Post’s YouTube budget by 2x since we began working with them. We’ve driven over 200M views at less than $14 CPM. More importantly, those views have ultimately led to over 12k new subscribers at an efficient CPA.

Looking Forward

We’ve had a great partnership with the Bespoke Post team but believe that there is always more to accomplish. Part of the mission at Curious Outliers is to constantly seek improvement and get better each day.

With that said, we’re currently running tests to dive deeper into the following areas:

Understanding the proper allocation of budget between new tests and renewal channels
Frequency of posts and the effect on conversion rates
CPA threshold for renewal and expected performance based on prior campaigns

The goal of each one of these tests is to learn the impact on performance and to drive acquisition cost lower. We greatly value our partnership with Bespoke Post and look forward to working together for years to come.

Bespoke Post Case Study

Our results will speak for themselves. We have to prove our value everyday. We don’t have long, fixed contracts or high minimum monthly spends. Our clients come to us because we continue to drive business results day in and day out.

Taye, Growth Marketing Strategist at Bespoke Post

Who is Bespoke Post?

Bespoke Post is a monthly membership club delivering a ”box of awesome” top-shelf goods from under-the-radar brands. From knives to camping gear to barware and much more, Bespoke Post has tons of amazing products delivered monthly at affordable prices.

We began working with Bespoke Post nearly 3 years ago. They were our very first client and we are happy to report that we are still working together today!

How does Bespoke Post measure success and what are the challenges?

Since Bespoke Post is a growth-oriented startup that measures success from a strict performance perspective, their influencer campaigns are tied to down-funnel CPA targets primarily measuring their cost per new subscriber.

Aside from CPA performance and scale, Bespoke Post has faced other challenges such as managing budget in-house vs. partnering with agencies and ensuring all campaigns are carefully monitored for timeliness and accuracy.

How Curious Outliers Stands Out

Today, Bespoke Post only partners with Curious Outliers as an external agency for a number of reasons (as described by Taye, Senior Market Strategist at Bespoke Post).

Performance - Compared to the other agencies that Bespoke Post worked with, Curious Outliers’ campaigns had the best CPA performance (beating other agencies by ~14%), which is their primary KPI for influencer campaigns.

Response time - With other partners, Taye often found himself following up with them to see what the status of various tasks was. However, with Curious Outliers, Taye said that he is impressed by our response time and often finds that he is the one who is running behind on follow-up tasks.

Results

Improving performance, especially for an experienced partner like Bespoke Post, can be challenging. We know that it is incredibly important to measure the results of the campaigns closely so that we could find pockets of efficiency.

Here are a few examples of insights and lessons that we are able to measure.

Channels below $15k tend to be cheaper from a CPM perspective (about 35%). However, channels over $15k convert viewers at a whopping 90% higher rate.

Creators that show their face on camera outperform creators that do not show their face on camera by 8%

Creators that film their integrations outside have a 3% lower CPA than those that film their integrations inside

Creators that film Bespoke Post’s physical products perform virtually the same as creators that use b-roll to show the products.

Compared to new tests, renewal campaigns have a view to purchase conversion rate 105% higher on average.

Using these lessons, we were able to scale Bespoke Post’s YouTube budget by 2x since we began working with them. We’ve driven over 200M views at less than $14 CPM. More importantly, those views have ultimately led to over 12k new subscribers at an efficient CPA.

Looking Forward

We’ve had a great partnership with the Bespoke Post team but believe that there is always more to accomplish. Part of the mission at Curious Outliers is to constantly seek improvement and get better each day.

With that said, we’re currently running tests to dive deeper into the following areas:

Understanding the proper allocation of budget between new tests and renewal channels

Frequency of posts and the effect on conversion rates

CPA threshold for renewal and expected performance based on prior campaigns

The goal of each one of these tests is to learn the impact on performance and to drive acquisition cost lower. We greatly value our partnership with Bespoke Post and look forward to working together for years to come.