Driving Local Buzz for MAC.BID's Newest Locations

Objective:

To support MAC.BID’s entry into the Phoenix, AZ, and Las Vegas, NV, markets through influencer marketing, driving brand awareness, audience growth, and foot traffic to local warehouse locations.

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Challenge

MAC.BID, an online liquidation site specializing in reselling returned goods from retailers like Amazon and Target, was expanding into two new markets: Phoenix and Las Vegas. While their organic social media was handled in-house, the brand needed an integrated marketing push to ensure a successful launch. My focus was on influencer marketing, a key element in building local buzz and engaging target audiences.

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Approach

1. Strategic Influencer Identification

   • Researched and selected 5–10 influencers in each market with highly engaged audiences (goal of 50-200k followers).

   • Focused on creators specializing in local experiences, shopping, and deal-hunting content to align with MAC.BID’s offerings.

2. Customized Collaboration

   • Negotiated fair contracts with each influencer, ensuring clear deliverables and timelines for pre-launch and post-launch content.

   • Collaborated closely with influencers to produce authentic and engaging posts, including vertical videos showcasing their auction wins.

3. Content Rollout

   • Influencers posted content on Instagram and TikTok before MAC.BID’s launch, building anticipation, and again after launch, showcasing their personal shopping experiences.

   • Content featured local relevance, leveraging the influencers' established trust with their audiences.

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Results

• Viral Reach:
  Influencer content achieved over 4.2 million combined views in both Phoenix and Las Vegas markets, with several posts going viral.

• Audience Growth:
  MAC.BID’s Instagram following increased by 79%, growing from 7,141 to 12,800 followers (+5.6k new followers) in just three weeks.

• Local Impact:
  Anecdotal feedback from the client indicated a direct correlation between influencer posts and spikes in traffic to warehouse locations. Customers frequently cited the influencers as their introduction to MAC.BID.

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Key Takeaways

This campaign highlighted the power of hyper-local influencer marketing in driving brand awareness and tangible results. By thoughtfully selecting influencers, negotiating fair rates, and maintaining clarity in deliverables, we ensured that MAC.BID’s dollars were maximized for impact. The campaign not only delivered impressive metrics but also reinforced the importance of authentic, audience-first storytelling in creating a meaningful connection between a brand and its customers.