Joybyte Crafts Online Adventure for Lounge Wagon
By late 2023, the creators of Lounge Wagon wanted to take their future into their own hands, so they chose Joybyte as their new AOR. The client and agency have spent 2024 delivering far greater than original goals for the 3-in-1 adventure wagon “that transforms any outing into a luxurious experience.” The mission was to build an influencer program to generate buzz and UGC…and deliver big sales.
That effort has paid off.
The Joybyte team engaged widely admired mom and family influencers who have generated incredible results. Influencer marketing is fundamentally understood to be about fostering relationships and cultivating a sense of community as well as driving sales. And when using best practices promoting a product with significant viral potential like Lounge Wagon, they knew the best strategy had to center on identifying key influencers within the community they aimed to engage.
In this instance, Joybyte partnered with trusted mom creators who hold influence in the parenting sphere and possess the credibility to endorse Lounge Wagon as a must-have product for mums.
The results speak for themselves: 71 creators; 24.3M total impressions/views; 80 fully licensed assets; and $3M EMV (earned media value).
One creator, @miram.gin, had a post that generated more than 12.8 million views, 357k shares, 282k likes, and over 9,000 comments. The post sold 80 Lounge Wagons in a single day, generating thousands in sales. This effectively led to Lounge Wagon selling out their entire stock and gaining 16,000 followers in a single weekend. The influencer’s audience also called for new colorways of the Lounge Wagon and Joybyte was able to use that feedback to recommend now highly coveted colorways of the Lounge Wagon.
Previously, Lounge Wagon had a very limited social presence (that had not been updated in some time). With only 80 followers on Instagram when they onboarded Joybyte, creating brand awareness was a top priority. The brand was unable to utilize paid media or other marketing systems to grow and was reliant only on the influencers to drive revenue and attention. They have since regularly reordered product stock in order to keep up with growing demand.
Lounge Wagon founder Phil Kelly proudly notes: “Our partnership with Joybyte transformed our digital presence through influencers. They’re not just about ideas; they deliver results that matter.”
This kind of virality has continued with the total campaign to date receiving over 23 million views, 991,000 engagements, a 37% engagement rate, and a $1.7M earned media value. Lounge Wagon has since added the organic social media management scope of work to help manage the new and growing community that clearly loves this hot viral product. Lounge Wagon has gained more than 24k followers in the last six months.
The campaign itself – on Amazon, other e-commerce sites, Reels, TikTok, Facebook and Instagram – features numerous pieces of creative and includes 80 pieces of influencer content while Joybyte also manages both inbound/outbound community management on a monthly social calendar featuring at least 10 posts per month. And there is no end in sight for the ongoing successful campaign.
