Rust-Oleum Case Study: True Value

True Value charged Solve with taking over their influencer program to better compete in a crowded marketplace. Using benchmarks derived from paid search and paid social, we determined ROI on influencer content and optimized the strategy accordingly.

Using insights gleaned from optimization, Solve focused on quality of interaction when choosing influencers to partner with. The results showed improvements in engagement with influencer content when compared to True Value’s previous agency:

• · Followers in 2017 were over 6X more likely to engage with an influencer’s post.

• · The cost to elicit one engagement from influencer content decreased 77%.

Solve and True Value doubled down on influencer strategy to create the “Surprise Someone Special” campaign. In order to promote True Value’s 2017 Black Friday sale, Solve collaborated with several influencers to take a conventional message – promoting a hardware store sale – and deliver it to social media fans in an unconventional way.

Solve identified and partnered with influencers to create content focused around a poignant “surprise” and elicit an emotional response from their audiences. The content highlighted items on sale at True Value in an organic way, thereby earning attention and social engagement for the sale.