“We knew we wanted to try an influencer program to manage the process and do this on a larger scale,” recalls Jason Rappaport, Head of Business Development for Universal Standard. The problem wasn’t stemming from a lack of faith in the influencer marketing strategies, it was a question of management. How could a small startup team possibly take the time to manage its influencers’ campaigns each month?
Early on, Polina and Alex were approached by a handful of influencers who were eager to show off Universal Standard’s modern aesthetic. While they worked with a couple instagrammers and bloggers, the thought of managing dozens of influencers at the same time sounded like nightmare. Plus, as any new company knows, resources are limited.
We’re a startup,” says Jason. “We have limited resources, and to be able to manage fifty to sixty influencers at once would take a lot of time and effort on our end, and to be able to have ApexDrop do that is a real benefit.”
The clothing size of the influencer was a major consideration during Universal Standard’s search for a marketing agency, especially because many programs focus on women who are sizes two to eight, not necessarily 10 to 28 like Polina and Alex were trying to attract. “It was the balance between what Apex was willing to manage, plus the amount of influencers they had, and the type of influencers that they had that was the deciding factor for us.”
From beginning to end, the feedback from influencers was stellar. Even the few concerns about the brand’s price point were quickly mitigated as soon as the influencers received their clothes. “Consumers have been trained to think about their clothing in a fast fashion kind of way,” says Jason. “But now they’re spending a little bit more for the quality.”