This episode offers a deep dive into HOP WTR's successful influencer marketing strategy, demonstrating how a retail-heavy beverage brand effectively leverages both micro and macro-influencers for awareness and conversion. Ecommerce operators will learn tactical approaches for attribution, understanding the distinct roles of different influencer tiers, and integrating influencer campaigns to support D2C and retail growth.
Key takeaways
Utilize macro-influencers primarily for brand awareness campaigns, measuring success via impressions and CPM, as their conversion rates can be inconsistent.
Employ micro-influencers for conversion-focused campaigns, leveraging trackable links and affiliate partnerships for precise ROI measurement.
Implement a tiered affiliate system using platforms like Social Snowball to motivate influencers and simplify payouts (Venmo, PayPal, etc.).
Integrate influencer-generated content into broader paid social strategies, recognizing its dual utility for both direct-to-consumer and retail support.
Prioritize authentic influencer partnerships, especially with macro-influencers, where they genuinely use and advocate for the product, as this drives more impactful awareness.
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
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Cody Twitter:
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Frequently asked about this episode
What does this episode say about cpg ecommerce?
Utilize macro-influencers primarily for brand awareness campaigns, measuring success via impressions and CPM, as their conversion rates can be inconsistent.
What does this episode say about d2c strategy?
Employ micro-influencers for conversion-focused campaigns, leveraging trackable links and affiliate partnerships for precise ROI measurement.
What does this episode say about influencer marketing?
Implement a tiered affiliate system using platforms like Social Snowball to motivate influencers and simplify payouts (Venmo, PayPal, etc.).
What does this episode say about retail growth?
Integrate influencer-generated content into broader paid social strategies, recognizing its dual utility for both direct-to-consumer and retail support.
What does this episode say about cpg ecommerce?
Prioritize authentic influencer partnerships, especially with macro-influencers, where they genuinely use and advocate for the product, as this drives more impactful awareness.
