Learn how Insightpool helped a retail brand increase in-store traffic.

1. Insightpool Case Study
Driving Coupon Redemptions via Social

2. “For the short term, we see
Insightpool as a great way to
build follower growth
and awareness of specific
promotions that are relevant to
individual consumers. The long term
background
objectives
Insightpool was commissioned by one of the leading
• Generate brand awareness
providers of baby clothes in the United States. They
were looking for an efficient way to source influencers
and leverage them and their networks as brand
advocates and customers.
Insightpool was able to help the company tap these
networks of influencers and prospects and forge hundreds of one-on-one connections with customers in 3
key markets to promote recent store launches.
• Increase social engagement
• Drive purchase intent and
in-store traffic
value we see is in the aggregated data
and insights gleaned overtime that
can influence mass media targeting
and messaging for all of our clients.”
-Insightpool Client

3. Klout score:
Insightpool
Methodology
Identification
W
ithin Insightpool’s software, the client was
able to identify multiple pockets of top
targets. This was done by using Interest
Graph Analysis to socially graph the
followers of competitive accounts (e.g. Children’s Place),
complimentary accounts (e.g. Pampers), national influencers,
and local influencers. This social analysis was then filtered by
a variety of criteria, including:
Biography:
A user’s Klout score is a
representation of how influential
that individual is, on a scale
from 0 to 100. The client had
previously considered paying
celebrity influencers such as Reese
Witherspoon to Tweet on behalf
of the brand, however Insightpool
allowed the client to connect and
garner tweets from users with
scores equal to or higher
than paid candidates.
A user’s bio is a frequently accurate
representation of how they identify
themselves. In this case, targeting
individuals who explicitly included
the keyword “mom”, “dad”, or any
variation helped cut down to only
individuals that the client knew
were parents.
Location:
Within this
campaign,
the client was
focused on
three markets:
Huntsville, AL,
Harahan, LA, and
Dallas, TX. Insightpool
was able to instantly filter out
individuals who were not in any of
those markets, ensuring the client
was only doing outreach to those
who had the potential to either visit
the store themselves or directly
influence someone to visit the store.
Klout Topics:
Just as a Klout
score describes
how influential
someone is,
Klout Topics
help categorize
what subjects
that influence
revolves around
by analyzing what
people are Tweeting
about. Segmenting by
topics such as “Parenting”, “Moms”,
and others helped the client
double-verify someone’s profile - so
that both profile data and stream
data pointed to each target as truly
being a mom or a mom influencer.

4. Responses from Proactive Outreach
Oftentimes even without any type of message, the simple act of a follow
generated goodwill from targets who were already familiar with the brand.
This example shows how the client was able to filter from millions of people down to the ones who matter most.
Engagement
O
nce
relevant
individuals
have
been
identified, Insightpool’s proprietary Social
Drip Marketing algorithms helped the
client deliver the right message to the right
person at the right time. Instead of blasting an advertising
message to the masses, Insightpool enabled the client to
make subtle social touchpoints to each individual. These
would typically start with a follow from the brand, a pause
period to wait for reciprocation, then a personalized direct
message on a certain time interval after reciprocation.
Unlike traditional automated
direct messages, Insightpool’s
engagements are highly personal
- addressing each person by name
and mentioning datapoints that the
system has gathered about them.
As shown here, the call to action
was to ultimately drive new in-store
coupon redemptions. However,
the call to action was not always
explicitly stated on the frontend
to the prospect, allowing for a
relationship to be built over time.

5. the power of proactive engagement...
Beyond simple one-off visits, however, the true power of
Insightpool was tapped when the client identified and
activated national mom influencers to share the message
to their audiences of hundreds of thousands of relevant
moms that they would never be able to individually
reach on their own. In the example below, one influencer
activation and engagement generated over 200,000
impressions as well as a network effect of retweets that
ripples beyond the first layer of audience.
Results
Prior to Insightpool’s deployment, the client’s fanbase
grew on average 100 new followers every 10 days. After
Insightpool’s deployment, the fanbase grew at an 80% higher
rate than before.

6. Direct coupon conversions and in-store traffic
also doubled conversions of the same offer
delivered by an email blast (9.32% vs. 4.9%).
The average spend value of Insightpoolsourced customers also spent 15% more
money than customers sourced from the
email blast.
Ride the wave.
Conclusion
Specific to the Huntsville store opening, a total reach
of over 2 million was generated as a result of influencer
retweets and shares - all from initiated touchpoints to
only 698 individuals. This shows the high efficiency of
Insightpool when leveraged to target hyper-specific
influencers who have the desire and potential to
spread the word to their own networks.
Insightpool proved to be a highly effective
means of driving new conversation around
store openings, forging relationships with
key influencers, and ultimately driving
in-store traffic in a niche market. This
shows that especially in social, having
a brand perform one-to-one outreach
to an individual who forms a personal
relationship with the brand is much more
effective than broadcasting a message to
the masses.
Get started
today.
www.insightpool.com
info@insightpool.com
@insightpool
855.NEW.MKTG