Why is influencer marketing a good idea for a brand launch? Best Friend’s Bare-case

What value does influencer marketing bring to a brand launch?

When launching a new brand, it’s essential to quickly make it both visible and credible—visibility alone isn’t enough if no one trusts the brand yet. High-quality influencer marketing ensures both: broad reach and the trust that arises when an influencer shares the brand’s values, genuinely tests the product, and recommends it to their engaged following. For Best Friend, this resulted in over 97,000 impressions, a reach of nearly 70,000 people, and a measurable increase in “Bare” search volume on Google.

What was the challenge Best Friend faced in launching the Bare brand?

Best Friend already had a strong marketing mix: TV, outdoor, and digital advertising, retail media, brand ambassadors, and its own channels. The challenge, however, was to quickly make the entirely new Bare brand well-known and credible among broad pet-owner target groups. Traditional channels effectively reached consumers, but influencer marketing was incorporated to more effectively build and deepen trust in the new Bare brand.

Why was influencer marketing added to the existing marketing mix?

We saw influencer marketing as playing a strong role within the marketing mix. It brought Bare to consumers in an authentic, unhurried moment through a trusted recommender. That’s why it was a deliberate additional investment specifically for the spring launch.

How did Boksi achieve these results?

Boksi executed the launch on a turnkey basis and handled practically all the work between the brand and the influencers. The key was selecting the right influencers: Pippa Laukka and Inna Tähtinen were a perfect fit for the brand and reached exactly the right target audiences, which lent credibility to the content. Boksi was responsible for selecting the influencers, coordinating and executing the campaigns, and reporting—ensuring that authentic, brand-appropriate content was created and rolled out effectively from start to finish. “Easy and pleasant collaboration, quick response, influencers who were a great fit for us,” says Christina from Best Friend’s marketing team.

How does influencer marketing differ from TV, outdoor, and digital advertising?

Traditional advertising effectively reaches consumers, but today influencer marketing is a crucial part of the marketing mix. It reaches consumers in a relaxed moment, in an authentic context, and through someone they already follow and whose content they want to consume. The content also travels with them on their phone—it doesn’t disappear during a commercial break.

What results did the brand launch produce, and how are they measured?

Boks provides a comprehensive report on the campaign: impressions, unique reach, engagement, and clicks by target group. In the Bare campaign, this translated to over 97,000 impressions, nearly 70,000 people reached, and an engagement rate of nearly 4%—well above the industry average of 1–2%. The credibility brought by Pippa Laukka and Inna Tähtinen was directly reflected in link clicks: consumers wanted to find out more about the products and were directed to the website. The posts were also boosted with advertising, resulting in an average of a staggering 1.2 million impressions per post.

Does influencer marketing build trust differently than traditional advertising?

Yes. Genuine product testing, usage tips, and dialogue with consumers build trust in a way that traditional advertising cannot. At Best Friend, this was evident in concrete terms: the willingness to try new things increased, and feedback on influencer content was positive across the board.

Is influencer marketing cost-effective?

Yes. In Best Friend’s words, “Influencer marketing is a great way to reach your target audience in a reasonably cost-effective way without rushing”—and with the turnkey model, the in-house team had significantly more time freed up for other projects while Boksi handled the execution.

Why choose Boksi as your influencer marketing partner?

Best Friend put several marketing agencies through a competitive bidding process. Boksi stood out with the most thoughtfully designed package proposal, a genuine turnkey solution, and comprehensive reporting that made the results measurable. You get the results; Boksi handles everything from influencer selection to project management and reporting.

Want to know how influencer marketing could fit into your marketing mix? Send us a message or book a free consultation right away.