CupShe
It’s almost time for summer, you know what that means? Time to buy new swimsuits for the beach time fun!
Cupshe is an inclusive swimsuit brand that is a more affordable option for women. The brand has been dedicated to offering trendy swimwear options that welcome every body type, ensuring that everyone feels confident and beautiful! The brand is all about empowering women to feel more confidence and to celebrate their authentic beauty.
In doing some research, I believe I have found the best influencers to promote this brand!
In knowing what we do about the brand, I tried to find influencers that have a similar brand and target audience to CupShe. This includes body positivity, females, a wide age range, inclusivity, educated, and overall people that live in closer proximity to the beach.
Knowing the target audience now, the brand has to set goals.
CupShe is still a growing business, so what would this campaign do for them? It should create brand visibility and awareness as well as building engagement and conversion. This could help spread the word about this brand and really get more people to like, comment, and subscribe. It should also help drive new customers to the website and potential growth in sales.
The brand can even track this by giving the influencers a discount code for their followers.
The first influencer is categorized as a mega influencer and athlete, it is Ilona Maher. She has gained a lot of traction from the Paris Olympics where she won a bronze medal, Dancing with the Stars and most recently signing with the Bristol Bears in the Premiership Women’s Rugby league. The world has fallen in love with her. She is very charismatic, outgoing, body positive, a good role model and overall was a stand out in 2024 for supporting inclusivity in all areas of life.
According to the book the Marketing Campaign Playbook by Sharon Lee Thony, ‘ Work with influencers to create content that feels authentic and resonates with their audience.” Upon doing some research, her tik tok performs a lot bigger and has a higher engagement rate compared to her instagram at 11.67%. She should be asked to do try on videos on TikTok considering she gets a lot of engagement on there.
The brand can also do a USA Rugby inspired collection, as a collaboration with Ilona and use part of the proceeds to Youth Girls Sports. Build a world that has more Ilona Mahers in it. That is all of who Ilona is and will really resonate with her audience of younger athletic girls.
This is good knowledge for a brand to have because understanding that the influencer they are partnering with is on an incline growth mean that they are constantly getting new eyes on their platforms.
The only challenge with Ilona is Audience quality vs. quantity. She has a large following with a wide range of ages but a lot of people are following her based on her athleticism and personality. Her following base isn’t necessarily the top market of girls that need cute swimsuits all the time.
But with a collaboration the brand could potentially pull in women from other sports and backgrounds. Even including paralympics athletes.
For my second pick, I chose Spencer Barbosa, a macro influencer who has a very large youth female following. Spencer’s Brand is all about feeling good in your skin and how the beauty industry is broken when it comes to sizing.
She has a bubbly personality with a self- love brand and it is consistently growing. She has been doing this for a long time and has always stayed true to her opinions on how women should view themselves.
She is a great person to partner with as she is becoming bigger and better each day. Spencer is also working on a docu-reality series called Flawed that will focus on body positivity and self-love. Once that is released she will gain new followers and that is a boom that a brand like CupShe should want to be a part of. With her large amounts of success, she should post photos on instagram with her friends at the beach all wearing swimsuits.
She could also pose with her new boyfriend in a new menswear line the brand has recently started. Spencer only being 22 years old hits a different audience than Ilona Mahers, she has a younger fan base and a more lifestyle aesthetic. That is a great market to hit.
Spencer would make a great brand ambassador, she has a brand that is built on the same morals and an audience that loves that about her. He has build a lot of trust with her audience with realistic try-on hauls so she will be a good person to build a higher click through rate to the website.
For the third and final influencers, I found Teri Hofford. She is a micro influencer with about 30k followers but once again she hits on an area that the other two don’t. Her brand is all about body health education and she speaks on this at numerous events including TedTalks and through her own writing as well. She’s going to be a more personal influencer to really grab an audience that is still finding their confidence and the brand can help them do that.
She also has a high level of education as a writer and educator which means her audience is probably more well educated. For her, she should do some small giveaways and try on videos for her followers. She is a great person to round out this social campaign.
She also continues to grow in her own right and can continue in an uphill movement when partnering with the CupShe brand.
If the conversion rate has gone up this will show that the brand is growing a following itself. We should gain more followers from Ilona so the brand can’t compare that to what Teri does for the brand. Teri’s contributions looks different, she might not get a large quantity of people but she will get more quality followers.
Smaller brands are more personable they mega influencers because the audience can really feel a deeper community when its smaller. In Social Media ROI by Olivier Blanchard, it talks about ” The more active an organization is with its community , the more likely it is to know what it is doing right,” so there is always a plus.
Measuring user engagement can be seen in how many comments the brand gets on videos/posts and how many new and returning customers visit the brands social media page and website. This ties in click through rates to see who is actually making it to the website’s landing page and who’s going further and looking around. On top of that, who’s using the promotional codes to actually make a purchase.
Micro-influencers often have highly engaged niche audiences, which can lead to higher conversion rates and more authentic brand connections.
Success is going to be seen the most in sales, and how many new customers the brand can get from the large platforms each lady has as an influencer.
Levy It All To Me 