Execution: Organic Content and Clear Communication
Influencers shared Grüns gummies naturally in their Instagram Stories, following a structured approach: an initial post showcasing the product, a follow-up discussing its benefits, and a final reminder post. UTM codes tracked performance, and influencer relationships were managed through Asana for timely content delivery.
CONCLUSION
Sustainable Growth
The campaign led to significant sales growth and deeper influencer relationships. With these successes, the brand is now poised for the launch of its kids’ gummies, setting the stage for even greater impact.
Objective:
Building Long-Term Influencer Partnerships
Building Long-Term Influencer Partnerships
In 2024, this health-focused brand launched a strategic influencer campaign to drive product adoption and revenue through authentic relationships. Targeting influencers in nutrition, fitness, and lifestyle, the goal was to foster genuine content creation on Instagram Stories, increasing brand awareness and sustainable collaborations.
Challenge:
Cultivating Authentic
Engagement
Cultivating Authentic
Engagement
A significant challenge was fostering genuine engagement amidst an influx of promotional content in the health and wellness space. The brand needed to ensure that influencers not only promoted the gummies but also authentically communicated their benefits and aligned with the brand’s values. This required careful selection of influencers who could genuinely connect with their audiences and present the product in a relatable way. Additionally, the team had to navigate varying levels of influencer expertise and content quality, ensuring that all collaborations maintained the brand’s standards and messaging consistency.
Strategy:
Targeted Influencers for
Maximum Impact
Targeted Influencers for
Maximum Impact
The brand focused on influencers with over 80K followers, ensuring at least 70% of their audience was U.S.-based to align with the campaign’s sales focus. Pricing was data-driven, based on $0.05 per average story view over 30 days.
