Influencer Advisory™For Marketing Leaders at Consumer Goods Brands
Turn the Creators Shoppers Follow Into Faster Shelf Sales
We find creators your shoppers already trust, have them use your product in their own day, and track each sale online and in the store.
Campaigns for 55+ brands
Most CPG creator deals buy a launch post and never move the shelf
A big name posts on launch day, the views look great, and the store reports stay flat. So creators get filed as a launch cost, not a sales line.
Ritual booked 1,379 YouTube reads from 642 creators over five years.
The brands that win with creators don’t buy one big post. They find the creators who sell and keep booking them.
Source: our own data on YouTube sponsorships
Why most CPG creator programs stall
“The launch post got views but the shelf didn’t move”
Why it happensThe viewers were spread across the country, not near the stores that carry you.
“We can’t tell which creators sold anything”
Why it happensMost of your sales happen at the register, and a link or code never sees them.
“Our product is in the post for two seconds”
Why it happensThe brief asked for a mention, not a use. People buy what they see used in a normal day.
“One post went up, then nothing”
Why it happensShoppers need to see a product more than once before they pick it off a full shelf.
“We sent product to a huge list and few posted”
Why it happensThe list was built from follower counts, not from who already buys things like yours.
“Every launch starts from scratch”
Why it happensNobody keeps a list of who sold last time, so the creators who worked never get booked again.
Why we started
We realized this old system was not the way that the most successful companies were doing things. We learned this first hand.
We ran an influencer agency first, then a talent agency. Neither one worked for the brands we served, so we built something new.
First Didn’t work
We were an influencer agency
When we ran as an influencer agency, we would reach out to a thousand creators, hear back from about 50, and end up with three influencers who were actually good.
Then Didn’t work
We were a talent agency
When we ran as a talent agency, we managed our own roster, but every time a client handed us a really niche avatar, we were stuck choosing from the same 50 people.
Now What works
So we built our new method
The foundation of this boils down to building connections at scale with influencers and keeping them, and then scaling them without an operational nightmare.
How we run influencer marketing for consumer goods
Three steps, and every one of them ends in a number you can count.
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1
Find creators your shoppers already follow
We pick creators by what they already buy and where their viewers live, near the stores that carry you. Who watches matters more than how many.
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2
Show your product in their own day
Each creator uses your product the way they normally would, with no script. The brief says what to show, the creator says it their way.
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3
Track every sale, then book the winners again
Every creator gets their own link, code or store finder. We match posts to store sales by area, and the creators who sell get booked again.
Examples
Two consumer campaigns we ran, and one brand’s five years of creator deals we took apart from our data.
Is this you?
Who it’s not for
Who it’s for
Product
Not a consumer product
Food, drink, personal care or household goods
Size
Under $10M a year
Doing $10M+ a year
Creators
Never worked with a creator and no plans to
Already send product to creators, or ready to
What you count
Views and reach
Sales online and in store
If that isn’t you yet and you still like where this is going, message us and we’ll refer you to another agency or tool.
Who we are
We originally started in the media space helping YouTubers improve their content. We know firsthand exactly what it takes to make good content.
YouTubers we helped include Football Fundamental, Ground Glory and Kevin Aquatics, and we helped them implement systems that allow them to earn more.
We started Influencer Advisory around a pretty simple observation that influencer marketing is a fragmented industry.
After being in the influencer agency space, we noticed that it’s fragmented, unreliable and inconsistent, which is why it doesn’t actually become a staple marketing channel for most brands.
That’s what led us down the rabbit hole of looking through 6,200 plus interviews with CMOs, running campaigns for 55 plus brands, and learning what actually works in the influencer space.
Get a free audit of your CPG creator program
See which creators your shoppers already follow, and what they would sell for you.