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Three Bird Nest

CASE STUDY

The Secret to How Three Bird Nest Has Scaled Their Content Strategy

Product Category: Fashion

Three Bird Nest has been operating a bohemian online boutique since 2011. They pride themselves in offering quality clothing, jewelry, and accessories. In this case study, we will walk you through how you too can scale your content strategy.

Now, Three Bird Nest understands that having a large content library is important for outlasting the competition and growing a community in the eCommerce world. That’s what landed them 217K followers on Instagram.

More content = more ways to attract and engage with both current and potential customers. User-generated content (UGC) can be more powerful than staged, studio-produced content too! UGC intentionally looks different from content born from a content studio. It’s more relatable to the viewer. More common environments, body types, aesthetics, etc.

With Trend, Three Bird Nest generated 200+ digital assets. That’s a LOT of user-generated content. The cherry on top? It’s all fully-licensed to Three Bird Nest for them to use across their social accounts, websites, paid ads, and more. Want to learn how they generated this much content so consistently over the 10 months?

Follow along, as I break it down for you:

Consistently generating UGC monthly with ease

Step 1 - Launch campaigns monthly: This part is KEY to ensuring you scale your content strategy. Trend is the easiest way to find content creators and influencers interested in working with your brand. No more searching through databases and cold influencer outreach. The Trend network will see your campaign and opt-in to work with you. This saves you time and gives you a turn-key list of people who can get started working with you immediately.

Whether it’s a general monthly campaign or something holiday-specific -- Three Bird Nest was consistently receiving applications from creators interested in partnering with them. Whether it was NYE or Valentine’s Day, Three Bird Nest stayed ahead of the ball by launching campaigns at least a month before the holiday to ensure they had themed content and posts to take advantage of the time period.

The cadence and consistency of launching at least one campaign per month allowed them to receive applications from creators and approve the ideal fits for what they needed at any point along their marketing calendar. Remember, the key is to always have enough content in order to scale your content strategy.

Step 2 - Set aside time to narrow down your creator application list: Take the time to periodically review applications with your team. By producing campaigns monthly, Three Bird Nest receives a steady stream of applications from creators. As part of their process, they review and identify creators they want to work with. This is a key step in the Trend process. There are two advised priorities when reviewing content creators: engagement rates and content aesthetics.

  • Engagement rates tell us how their audience interacts with the creator. An active audience is a good indicator of an audience that’s listening to what the creator is saying.

  • Content aesthetics ranks above all because Three Bird Nest and Trend customers receive the rights to use the content in paid ads, websites, email newsletters, and more. Aligning content aesthetic with your brand is critical when choosing a creator.

As soon as Three Bird Nest has a list of creators they want to approve, they are ready for Step 3.

Step 3 - Approving the right creators: When it comes time for the Three Bird Nest team to approve the creators, they’ve narrowed down their list and added “Creator Credits” to their account. Creator Credits are required to activate folks on Trend and can be purchased through the Trend app (see our pricing page to learn more about how Creator Credits work).

Once that list of creators is approved, they unlock the ability to message each creator to share excitement and answer any questions about the campaign they’ve built. It’s pretty smooth sailing from here for Three Bird Nest. All they need to do is ship out products (Step 4), sit back, and let the content roll on in.

Step 4 - Ship out products: On Trend, there’s no back and forth needed to figure out when and where to ship products. The address of each creator is a part of their Trend profile and revealed to you once they are activated.

To make life even easier, Three Bird Nest and Trend customers can download addresses into an excel spreadsheet right to their desktop.

As you ship out your products, it’s important to gather the tracking numbers and enter that information into the Trend software. Trend will recognize when each package is delivered and set a due date window of 7-12 days out from that date. Without adding the tracking numbers into our system, there’s no way for us to assign a due date to your posts.

Step 5 - Approve content: Time to finalize the campaign by approving content from each creator. As mentioned before, IG posts go live and come in for approval 7-12 days from when they receive the products. Once a post is approved, Three Bird Nest can then download and repurpose the content how they see fit! Kaboom!

This is the simple and repeatable process that led to 200+ UGC assets that are fully-licensed to Three Bird Nest. They now have been able to scale content strategy and have the ability to use the content how they see fit at any critical point of the marketing funnel:

  • Social channels

  • Paid ad

  • Social Commerce (FB / IG Shops)

  • Content marketing

  • Landing pages

  • Email marketing

  • Company website

  • Product gallery on product pages

More About the Trend Approach

Trend helps you reach your goals by getting as many people as possible talking about and recommending your products or brand. 

All of our influencers have loyal audiences. This is the key to making the message feel a part of the conversation instead of a part of an advertisement.

Rather than working with one mass-reach influencer at a time, Trend found efficiency in working with micro-influencers at a higher volume. 

These rising stars create incredible content and have genuine audiences. This approach allows us to reach unique groups of people rather than the same audience over and over.

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