This episode dives into HOP WTR's influencer marketing strategy, detailing their methodical approach to leveraging both micro and macro-influencers for D2C and retail growth. Learn how a direct-to-consumer brand successfully pivoted to a retail-first model, using influencer partnerships to drive both brand awareness and measurable conversions. This is a must-listen for CPG and e-commerce brands looking to optimize their influencer spend and attribution in a competitive market.
Key takeaways
Macro-influencers are primarily used for brand awareness and top-of-funnel reach, measured by impressions and CPM, rather than direct conversion.
Micro-influencers are more effective for driving direct conversions, with success tracked through specific links and affiliate programs.
Authenticity is key: Partner with influencers who genuinely use and love your product for more impactful and relatable content.
Develop a tiered affiliate system to motivate influencers and prevent coupon code leakage, leveraging platforms like Social Snowball.
Acknowledge that attribution modeling for influencer marketing is complex, requiring dedicated teams and tools to accurately track the halo effect and direct sales for both D2C and retail channels.
In this episode, Cody and Taylor interview Jordan Bass, co-founder of HOP WTR. They discuss the challenges of launching a beverage brand during the COVID-19 pandemic and the importance of both direct-to-consumer (DTC) and retail channels. Jordan shares insights on utilizing influencers for both awareness and conversion, as well as the role of paid social media in driving retail activation. He also highlights the value of building a community and leveraging their input for product innovation. This episode is not one to miss, listen now! 01:14 Connecting and Building a Community
02:00 Overview of HOP WTR
03:32 Challenges of Launching During COVID
04:29 Utilizing Paid Social and Influencers
08:13 Percentage of Marketing Spent on Influencer 10:11 Marrying Influencer and Paid Social
12:29 Transition from DTC to Retail
16:45 Utilizing Whitelisting and Repurposing Content
20:29 Leveraging Influencers for Retail Majority Brands
24:50 Building a Micro Influencer Community Brought to you by:
MightyScout:
Supercharge your agency with the fastest solution for Instagram & TikTok Influencer Tracking, Analytics & Reporting. Get more valuable work done for your clients without hiring more staff.
https://mightyscout.com/ And Social Snowball:
Frictionless affiliate programs for your customers & creators.
https://socialsnowball.io/ Cody Twitter:
<a href="https://twitter.com/cody_wittick?s=21&
What does this episode say about influencer & creator?
Macro-influencers are primarily used for brand awareness and top-of-funnel reach, measured by impressions and CPM, rather than direct conversion.
What does this episode say about dtc strategy?
Micro-influencers are more effective for driving direct conversions, with success tracked through specific links and affiliate programs.
What does this episode say about retail & omnichannel?
Authenticity is key: Partner with influencers who genuinely use and love your product for more impactful and relatable content.
What does this episode say about paid acquisition?
Develop a tiered affiliate system to motivate influencers and prevent coupon code leakage, leveraging platforms like Social Snowball.
What does this episode say about influencer & creator?
Acknowledge that attribution modeling for influencer marketing is complex, requiring dedicated teams and tools to accurately track the halo effect and direct sales for both D2C and retail channels.
