How Framer saved over $1M a year In influencer costs while growing their engagement

Carina Cater

Head of Growth

"With 1stCollab, we’re getting better performance for a lot less marketing spend with a process that’s on autopilot. We’ve moved our entire program over to 1stCollab given the incredible success we’ve seen so far."

Scaling out their Influencer Program

“Our vision was for all relevant creators to be talking about Framer. We had done a good job getting some of the top creators in our verticals showcasing Framer, but our goal now was to expand and scale.”

Framer is one of the fastest growing no-code platforms, with businesses all around the world using Framer to build their websites. They saw the impact influencers and creators had on reaching core audiences. As they were looking to continue their rapid product growth, they wanted to make sure that their influencer program could also scale to support the next phase of growth.

So they partnered with 1stCollab to expand their program and manage creator relationships of all shapes and sizes.

Framer's Needs

“Our original process made it challenging to work with creators at scale. Each creator had their own Slack channel, contracts and reporting were scattered throughout multiple products. Managing it all was taxing. Our first priority was to streamline this process.”

Framer had an existing influencer program that was showing great ROI, but was getting cumbersome to manage. They knew they’d need to streamline their influencer program if they wanted to expand how many creators they worked with.

Specifically Framer needed:

• A single platform that organized all the data around the hundreds of creators they were in touch with. This would include anything from contact info, to content feedback, to payment information.
• A process that could scale in multiple directions. The process needed to accommodate all influencers while also scaling up to >$1M / year influencer budgets.
• While not a near term priority, they also wanted to ensure that campaign performance wouldn’t degrade.

They only wanted to work with creators at various levels of reach who were experts at using Framer’s software–creators who could “show not tell”. They wanted creators actually showing how they were using Framer vs. just pitching the product.

1stCollab’s Role

“We quickly realized that we were able to 3x our output with 1stCollab. 1stCollab acted as a “copilot” to our current workflows, enabling us to do more with our current team across discovery, reporting, and creator management. Redundant and tedious tasks were automated, giving team time back to focus on strategy and creator engagement.”

1stCollab enables influencer marketing at scale by automating the tedious work so that high-growth startups can do more with less. With all the flexibility of traditional influencer platforms or CRM, 1stCollab enables teams to scale themselves without hiring or growing head count. What would usually take hours is reduced to minutes with domain-specific AI that handles the busy-work.

Some of the features that enabled Framer to scale their program included:

• Discovery on-platform. Enable Framer team to discover and vet creators that meet their criteria. Discovery system is built on a keyword and lookalike system that streamlines the way marketers manually search.
• Reporting and analytics. Performance metrics captured instantaneously with real-time metric updates for seamless reporting and measurement. Takes influencer marketing out of a “black-box” to provide detailed visibility.
• Algorithmic negotiations. Predictive creator pricing system enables teams to spend with confidence.
• Backend automation. Payments, contracts, and taxes on auto-pilot. 1stCollab takes care of tedious, repetitive, and non-strategic work so that team members can focus on program outputs.

With the introduction of better reporting across each stage in the funnel, Framer was able to consolidate their influencer program and utilize 1stCollab for all of their influencer partnerships - from micro through macro. It also massively reduced the friction in getting creators to share why they love Framer. The detailed reporting functionality has given the team better insights that have helped provide a better feedback loop to make improvements to their overarching strategy, enabling rapid scale and iteration within a few short months.

Outcomes

“After reviewing our in-house efforts and our initial test campaign on 1stCollab, it became apparent that through 1stCollab we could take our influencer program to the next level.”

Framer operates a fairly scaled influencer program, with over 7-figure marketing budget. When first working with 1stCollab, they ran a 1stCollab campaign alongside a campaign managed by their in-house team. When comparing the 1stCollab campaign to their in-house team’s they were fairly stunned by the improvements:

• 88% reduction in cost per engagement and CPMs with a similar level of improvement in lower funnel metrics.
• 800+ pieces of content live. 1stCollab was able to help significantly accelerate the production of content.

Overall the campaign was a win for Framer on all fronts: they increased performance, reduced marketing spend, and reduced time spent managing their campaigns. As a result of the success of their 1stCollab collaboration, Framer is now further expanding their influencer efforts and having 1stCollab manage their entire influencer program.

Sample Videos from the Campaign

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Original audio

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