How Lemme Maximized the Power of UGC Through Its Influencer Gifting Strategy
Influencer gifting has evolved greatly in recent years. However, the strategy remains an effective approach for establishing a first touch with creators, getting your product in front of them, and potentially building long-term partnerships. Lemme’s recent influencer gifting success is a testament to the effects that can be had through effective product seeding to authentically and organically reach widespread audiences through user-generated content (UGC) that has the potential to go viral.
What is Lemme?
Lemme is a lifestyle supplement brand founded by Kourtney Kardashian Barker. The brand states that it has collaborated with doctors and scientists over the last 5 years to create gummy vitamins that use clinically-backed ingredients and formulations that also taste good!
So What Did Lemme Do?
Lemme sent PR packages with their products to creators to sample as part of their influencer gifting approach. As part of this product seeding, Lemme sent their Lemme Sleep gummies to TikTok creator, Christina Kirkman who would go on to create an incredibly viral piece of UGC content. Unsponsored, unfiltered, and unprompted, Kirkman loved the product and went to TikTok to share the story of her difficulties sleeping along with her experience taking the supplement. Through this authentic storytelling, Kirkman’s post has generated over 36M views, 5.6M likes, 28K comments, 550K favorites, and 100K shares at the time of writing for the Lemme brand through this organic content!
The Positive Sentiment Behind this UGC
Kirkman’s video led to numerous positive comments, each generating thousands of likes, expressing audience alignment. Additionally, many comments included “This genuinely influenced me”, “this is such a good promo video”, and “this [is] the best ad ever”, highlighting the positive sentiment received by her audience.
Driving UGC Reviews Through Product Seeding
Another creator who was gifted the Lemme Sleep gummies was beauty and lifestyle micro-influencer, Raylene Chanel. Chanel would go on to review the entire line of Lemme products, providing her honest review, leading to one of her most viewed TikTok videos.
Conclusion
In conclusion, Lemme provided a great example for brands of the potential benefits of influencer gifting. Through product seeding, Lemme got their product in front of creators to try without obligations on their end. Ultimately, this approach led many creators to share rave reviews of their experience on TikTok. As a result, Lemme has gotten millions of views and reached wide audiences through this strategic approach.
About Captiv8
Captiv8 is a full-service influencer marketing solution that redefines end-to-end, inspiring you to think bigger, enabling you to plan smarter, and empowering you to execute better. Additionally, through our intuitive workflow, brands can uncover actionable insights on trends, discover and vet influencers, seamlessly activate campaigns at scale, amplify branded content across the digital ecosystem, and prove business impact through our measurement dashboard. Our platform gives you the tools you need to build relationships and effective content, while our teams lend experiences and strategic services to steer you clear of common influencer marketing pitfalls. Interested in learning more? Take a platform tour today!
