Ep 13: Influencer Collabs at SCALE With PureLei's John Hagan
DTC Podcast · with John Hagan · May 20, 2020 · 54 min
Summary
This episode features John Hagan of PURELEI, a jewelry brand that scaled from high seven to eight figures in two years. Hagan reveals how he manages hundreds of influencer collaborations, detailing strategies for team building and operational efficiency. He explains the critical role of Dark Posts in amplifying influencer-generated content, enhancing targeting, and measuring performance. This is a must-listen for DTC brands aiming to systematize their influencer marketing and integrate it with broader performance marketing efforts for significant growth.
Key takeaways
To scale influencer marketing, build a dedicated team capable of managing hundreds of weekly collaborations, adapting processes for peak seasons like Black Friday.
Utilize 'Dark Posts' to take influencer-generated content (UGC) and amplify it through paid social channels, gaining greater control over targeting, messaging, and performance measurement beyond organic reach.
Integrate influencer marketing directly with performance marketing by using high-performing UGC in paid ads to enhance campaign effectiveness and drive tangible results.
Focus on operational efficiency and robust systems to handle the high volume of influencer partnerships and content creation required for rapid growth.
Leverage advanced performance marketing skills in conjunction with strategic influencer collaborations to achieve significant growth in competitive e-commerce verticals.
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Influencer marketing can be one of the most powerful strategies for ecommerce brands, but it is also one of the most difficult to manage at scale.
This is where John Hagan has made the biggest impact as Director of Growth at 3 year old German jewelry company PURELEI.
From 2018 to 2019, John helped scale Purelei in a competitive vertical 3X from high seven figures to healthy 8 figures with his advanced performance marketing skillset.
On a slow week his team manages 40 influencer integrations. Black Friday? He's thinking more like 400 🤯
Hear how he's built his team to handle these collaborations and how he uses Dark Posts to maximize and regulate the positive impact influencer UGC has on his campaigns.
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What does this episode say about influencer & creator?
To scale influencer marketing, build a dedicated team capable of managing hundreds of weekly collaborations, adapting processes for peak seasons like Black Friday.
What does this episode say about paid acquisition?
Utilize 'Dark Posts' to take influencer-generated content (UGC) and amplify it through paid social channels, gaining greater control over targeting, messaging, and performance measurement beyond organic reach.
What does this episode say about dtc strategy?
Integrate influencer marketing directly with performance marketing by using high-performing UGC in paid ads to enhance campaign effectiveness and drive tangible results.
What does this episode say about brand & content?
Focus on operational efficiency and robust systems to handle the high volume of influencer partnerships and content creation required for rapid growth.
What does this episode say about influencer & creator?
Leverage advanced performance marketing skills in conjunction with strategic influencer collaborations to achieve significant growth in competitive e-commerce verticals.
