​

The Challenge

Metabo HPT sought to increase brand awareness and consideration for its cordless tools while driving traffic to limited-time holiday offers. The brief required impact with limited influencer investment, accountability to performance, and clear alignment to commerce outcomes—without sacrificing authenticity in a highly discerning professional trades audience.

 

The Strategic Leadership & Approach

The assignment included full ownership for the development of Metabo HPT’s influencer strategy from the ground up—establishing the framework, criteria, and measurement rigor that guided every decision.

​

Key strategic contributions included:

• Authoring brand-specific influencer selection criteria tailored to professional trades audiences (audience composition, credibility, safety standards, content quality, and engagement benchmarks).

• Defining success metrics and methodologies to ensure influencer performance laddered directly to brand awareness, consideration, and traffic objectives.

• Designing a paid influencer model that maximized efficiency and scale despite limited budget.

 

The strategy prioritized creators who could authentically demonstrate professional-grade tools, while delivering platform-optimized, high-performing video content.

 

The Results

The campaign became Metabo HPT’s most successful influencer initiative to date, dramatically outperforming benchmarks.

​

Organic Influencer Performance:

• 11.9M impressions, exceeding estimates by +813%

• 101.5M seconds of watch time (that's 3+ YEARS!)

• Extremely efficient $2.10 CPM, well below industry benchmarks

• Video content drove 99% of total impressions, with Video View Rates far exceeding platform norms

 

Paid Amplification:

• 5.3M paid impressions

• $0.01 cost per ThruPlay, significantly outperforming cost goals

• Paid media successfully scaled the strongest creator content and audiences

 

Commerce Impact:

• Influencer content drove 10,000+ visits to retailer product pages

• Strong downstream actions including cart additions and checkouts

• Organic traffic from influencer content showed longer time on site and lower bounce rates than paid traffic