Influencer Advisory™For Marketing Leaders at Functional Beverage Brands
Turn Creators Into the Reason Buyers Pick Your Can Off the Shelf
We find creators who already drink your kind of drink, keep every post clear of health claims, and track each sale back to the creator.
Campaigns for 55+ brands · XIX Vodka: 200+ purchases in four days
Every functional drink claims the same benefits, so the creator is the difference
Focus, calm, gut health: every can on the shelf says it. Buyers grab the one they saw someone they trust drinking.
Why most functional beverage creator programs stall
“Every drink post looks the same as our rivals’”
Why it happensMost posts show a can and a list of benefits. Buyers have seen it a hundred times and scroll past.
“A creator said it fixes anxiety and we had to pull it”
Why it happensCreators repeat what they read on the can. Nobody told them which words turn a post into a health claim.
“The views were huge but the store didn’t move”
Why it happensThe audience was nowhere near your stores. The creator has to reach people who can buy it this week.
“One video went up, then nothing”
Why it happensBuyers need to see a drink a few times before they try it, and a one-off booking shows it once.
“We can’t tell what sold in store”
Why it happensMost drink sales happen in a shop with no code. Without a plan for each creator, the sale never gets counted.
“Every campaign starts from scratch”
Why it happensNobody keeps a list of who sold, 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 functional drinks
Three steps, and every one ends in a sale you can count.
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1
Find creators who already drink your kind of drink
Fitness, work-from-home and wellness creators near your stores whose viewers copy what they sip. We pick them by who watches, not how many follow.
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2
Show the can in their day, with no health claims
Each creator drinks it in their own routine and says how it fits, never what it cures. Every post gets checked before it goes up.
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3
Track every sale, then book the winners again
Each creator gets their own link, code or store push. The creators who sell get booked again, and the rest don’t.
Examples
Two drink campaigns we ran, and one vitamin brand we took apart from our data.
Is this you?
Who it’s not for
Who it’s for
Product
Not a drink
Functional drinks, sodas or powders sold online or in stores
Size
Under $10M a year
Doing $10M+ a year
Creators
Never sponsored a creator and no plans to
Already work with creators or affiliates, or ready to
What you count
Views and reach
Sales and store visits you can count
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 beverage creator program
See which creators your buyers already copy, and what they would sell.