How good light turns everyday customers into brand ambassadors with Archive

About good light

K-beauty company good light designed a gender-inclusive skincare line that breaks down binaries. In order to turn a growing international fanbase into a key marketing asset, the tiny team knew they needed advanced technology. That’s when they got Archive.

The Challenge

Good light’s skincare products are made in Korea and sold in the U.S. and U.K. From day one, the brand has gotten tons of attention online for combining hot trends like k-beauty and cultural issues like gender inclusivity. 

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As good light’s international fanbase grew, the team realized they needed to start taking influencer marketing seriously. But for a small beauty startup, effective budgeting is make or break.

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Gifting doesn’t guarantee creators will post and paid content doesn’t always drive sales. So good light decided to spend some of their limited marketing budget on turning superfans into brand ambassadors. 

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Their 3 priorities were to:

1. Build a robust seeding program
2. Do more with paid partnerships
3. Invest in active superfans
   

You can count good light’s full-time employees on one hand. So the scrappy team turned to Archive to do it all.

The Solution

First and foremost, Archive captures the huge influx of UGC good light is tagged in. Content from seeded influencers and paid partners automatically pours into good light’s Archive library around the clock.

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With content capture taken care of, the team only logs into Archive once a week. Here’s the good light workflow:

1. The team uploads lists of seeded creators/paid partners, labeled to identify specific campaigns.
2. When Archive captures content, every post automatically displays the relevant labels.
3. The team uses filters to organize content into unique collections for each campaign.
4. Dynamic engagement stats on each collection page make it easy to report on campaign health and adjust accordingly.
   

With Archive calculating EMV, good light can assign a dollar value to tagged content. This allows the team to turn the good light community into a key marketing asset by engaging everyday customers and investing in superfans who post actively about the brand but didn’t meet the criteria for seeding. 

The Results

Using Archive, good light is able to run a powerful international influencer program at scale, even without a fully staffed marketing department. Archive empowers good light’s lean team to:

• Organize UGC, track engagement & analyze EMV
• Identify and repurpose top-performing content
• Share content and results across the team
• Make strategic decisions based on dynamic data
  

Good light even ran a benchmark test comparing Archive to Tribe Dynamics to further validate their choice. Archive was the clear winner:

• 2X content collected
• 40% more impressions
• 27% higher EMV
• 68% more accurate data
  

Because of Archive, no one has to manually track engagement anymore. We can see everything in one dashboard, and it’s easy to show off all the amazing value we’re getting out of our influencer efforts each month.”