Episode description
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We have a powerhouse pod guest this week - Olipop’s Growth Marketing Manager, Steven Vigilante.
Let’s jump in:
🙊People over-rely on what Facebook tells them
After realizing that Facebook couldn’t be trusted as an attribution source of truth and doing a little internal digging, the Olipop team realized that their actual acquisition costs on the platform were 8-10x higher than what Facebook was reporting.
Olipop has since cut their Facebook spend half, doubled down on influencer marketing in the paid performance space, and they haven’t looked back. They saw no notable shift in revenue.
For Olipop, CPA and retention levels have been much higher with influencers than Facebook Ads, and influencer partnerships have seen much higher conversion rates.
👀Recommendation: Source Medium
Steven believes the data centralizing platform Source Medium has changed their business. It stitches together all your eCommerce data into one place with a beautiful dashboard, and it pushes a report into slack every day.
You can really deep dive into the data and see who your top influencers are both in terms of sales and retention.
🤳Authentic Influence
Olipop has seen real success with direct response influencer marketing.
Steven’s strategy is to target influencers who have a real relationship with the product and can authentically talk about the brand.
Olipop recently struck partnership gold when they heard Sports newscaster Kenny Mayne talking about how much he loved Olipop on a podcast.
Steven immediately reached out to Mayne on Twitter, and in two weeks, they had turned around a killer ad shot in Mayne’s backyard.
Partnerships with celebrities don’t make sense for every brand as the price point is too high. But for Olipop, who is scaling to the mainstream, big-name partnerships make sense.
Regardless of how big the name is - partnerships will only work if the person genuinely likes and uses the product and wants to get involved and collaborate with your brand.
🗣The power of a good ad read
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