This episode reveals how HVMN, a high 7-figure to 8-figure brand, leverages deep partnerships with macro-influencers in the health and biohacking space to drive growth. Learn their strategy for building authentic relationships, measuring ROI beyond last-click attribution, and effectively integrating influencer content into paid ad campaigns to scale profitably.
Key takeaways
Focus on building genuine, long-term partnerships with influencers rather than transactional, short-term campaigns. Treat them as extensions of your team to foster authenticity and efficiency, which can lead to better ROI than simply increasing ad spend on platforms like Meta.
Don't limit ROI measurement to direct attribution. Utilize post-purchase surveys (HVMN sees a 40% response rate) to understand how customers heard about your brand, and track indirect impacts like increased branded search volume and remarketing efficiency from influencer campaigns.
Integrate influencer-generated content into your paid advertising strategy. HVMN uses influencer social content in their paid ads to amplify reach and leverage the authenticity of their partners to improve ad performance.
Develop a compelling brand story (HVMN's DoD origin and unique product) and then empower influencers to amplify it through their platforms. This authentic storytelling is more effective than generic advertising.
Allocate a significant portion of your marketing budget to partnerships. HVMN dedicates approximately 30% of their revenue to marketing, with the majority focused on various forms of partnerships, including influencer collaborations and podcast sponsorships.
In this episode, we’ll be talking to Micheal Brandt the CEO of Health Via Modern Nutrition(HVMN), and how he is forming partnerships with sports personnel such as triathletes, and pro-cyclist as well as influencers to scale their business.
[04:35]: Michael's background in creating a product for a brand
[07:51]: Expenditure on HVMN influencer
[11:03]: Measuring the impact of an Influencer
[13:43]: Attributes of remarketing as a result of partnerships
[16:05]: Creating brand awareness through influencers' handles
[18:10]: Utilizing long-term relationships by partnering with influencers
[23:07]: Inspiring partnerships
[24:11]: Michael's role in the first partnership
[27:19]: Building sustaining relationships
[33:50]: Takeaways on brands that wanna work with influencers
Cody Wittick: Twitter
Taylor Lagace: Twitter
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Frequently asked about this episode
What does this episode say about brand & content?
Focus on building genuine, long-term partnerships with influencers rather than transactional, short-term campaigns. Treat them as extensions of your team to foster authenticity and efficiency, which can lead to better ROI than simply increasing ad spend on platforms like Meta.
What does this episode say about dtc strategy?
Don't limit ROI measurement to direct attribution. Utilize post-purchase surveys (HVMN sees a 40% response rate) to understand how customers heard about your brand, and track indirect impacts like increased branded search volume and remarketing efficiency from influencer campaigns.
What does this episode say about influencer & creator?
Integrate influencer-generated content into your paid advertising strategy. HVMN uses influencer social content in their paid ads to amplify reach and leverage the authenticity of their partners to improve ad performance.
What does this episode say about paid acquisition?
Develop a compelling brand story (HVMN's DoD origin and unique product) and then empower influencers to amplify it through their platforms. This authentic storytelling is more effective than generic advertising.
What does this episode say about brand & content?
Allocate a significant portion of your marketing budget to partnerships. HVMN dedicates approximately 30% of their revenue to marketing, with the majority focused on various forms of partnerships, including influencer collaborations and podcast sponsorships.
