Hootenanny Games

Challenge: Hootenanny Games – a games publisher based out of Nashville, Tennessee – selected The Motherhood to create an influencer campaign and Amazon Ads strategy to generate awareness and drive purchases for its first holiday campaign.

Solution: We engaged a team of mid-tier influencers and created a strategic ads strategy on Amazon – beginning with product listing optimization – to get a positive return on ad spend. Influencers created visual content playing the games, sharing how they were great for not only family gatherings, but made for excellent gifts as well. The team shared a variety of visual content across Instagram, YouTube, TikTok and Facebook, and several shared the games in their holiday gift guides. The Motherhood executed paid social campaigns boosting influencer content around peak purchasing moments, including Black Friday and Cyber Monday.

Results: The team of six influencers developed 35 unique pieces of content published throughout November and December, more than doubling the guaranteed content. As organic and boosted influencer content began to build, we saw a 900 percent increase in daily sales. Both Instagram and TikTok engagement rates exceeded industry average (with Instagram story engagement 92x higher than industry average), delivered 200,000 total video views across all channels, and resulted in a click-through rate 3.5 times higher than industry average.