Building An E-Commerce Brand With Influencer Marketing
Influencer marketing is bigger than ever. It’s grown to be a hybrid of old and new marketing tools and takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. In 2019, the startup brand emerged offering a handful of high quality natural grooming products for men. Majority of these initial customers were amassed from the budding YouTube channel and Facebook group under the name “BlackMensBeard”.
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I was in charge of curating an ambassador and influencer program to help scale the brand through organic mentions and support. I did this through garnering support from local ambassadors with hosting photoshoots and pop-up events first.
As new products were released, we decided to use the support we had already garnered online to encourage sales. 75 guys who really rocked with the brand and had shown support online were selected and compensated to to produce UGC content to run ads across Instagram and Facebook.
From 2019 - 2021, the ambassador campaign has continued to stay flexible to changes in digital marketing techniques. Recent platforms have also made it easier to track sales, content, and referrals that we’ve been able to take advantage of.
At the end of 2021 influencer marketing had increased the number of sales by 30% and had even attracted the attention of some celebrities, actors, and athletes.