A show from Influencer Advisory
For the people running influencer marketing inside wellness, beverage and supplement brands.
We sit down with the marketers who have actually run these programs and ask how the work gets done, what it costs, and how they proved it worked. Then we publish the answers, so the next person does not have to guess.
Where this started
That was episode one. Monalisa Maposa runs community and marketing at WakeWater. The cheque clears, the category is close enough that most people would take it, and she says no anyway, because the room she spent two years building would notice.
Nobody writes that down. There are a hundred articles about how to find a creator and almost nothing about the call she made in the ten seconds before she replied.
So we asked her the rest of it. What a relay from Toronto to Blue Mountain costs to put on, about $600 a team, and who really pays. The point where a creator deal stops being a message and needs a real contract, which for her is $1,000. Why she stopped trusting a follower count, and what she watches instead.
Three quarters of an hour later we had answers to things we had been guessing at for a year. That is the whole show.
Why this show exists
Wellness brands already know creators are where their buyers are. What almost nobody knows is how to run it properly.
One creator is easy. Two hundred creators, a real budget, a legal team with an opinion about every line, and a boss asking what came back, that is where it falls apart. And this category has a second problem on top of that one. What a creator is allowed to say about a drink, a powder or a pill is not the same as what they can say about a pair of shoes, so the advice written for everybody else does not fit you.
People will tell you influencer marketing works and show you a nice number at the end. Almost nobody writes down how the work actually gets done, and fewer still write it down for wellness. So every episode we ask the practical questions. Where do you start, how do you pick creators, what does it cost, who has to approve the script, what breaks when it gets big, and how do you prove it worked. No pitch, no theory, no polished case study with the hard parts taken out.
We are building brands ourselves, so we want the same things you want. Make this confusing space a little clearer every episode, for the other people doing your job.
What has already been said on the show
What people get wrong
The belief is on the left. The answer is what a guest actually said, and the episode it came from is named, so you can go and hear it in their own words.
The bigger the following, the bigger the result.
Monalisa stopped trusting follower counts. What she watches instead is community trust, and she says it turns up as sales weeks after the post, from people who never liked it.
Episode 1, Monalisa Maposa, WakeWater
If the cheque clears and the category is close, you take the money.
She turns down GLP-1 money. Her drink is the one people have at a run club, and she thinks that cheque would cost her more than it pays.
Episode 1, Monalisa Maposa, WakeWater
You can track all of it if your setup is good enough.
Amira has three locations and a marketing team of her own, and she still says plainly that not every result can be tracked. She plans around it rather than pretending otherwise.
Episode 2, Amira, Orris Labs
A creator deal is a DM and a free box.
Past about $1,000, Monalisa wants a real agreement with the whitelisting rights written down, because that is the point where a handshake starts costing somebody.
Episode 1, Monalisa Maposa, WakeWater
Social took over from word of mouth.
Word of mouth is still the thing Amira says brands underestimate most. It is why she built a workshop people walk into instead of only a bottle to sell.
Episode 2, Amira, Orris Labs
What we would ask you
We pick eight or nine of these for a 45 minute slot, and the good ones are always the questions only you can answer. You can tell us which ones to skip.
What it costs you
You do not write anything or prepare slides. We read your last month of posts before you arrive and open on something you already said.
You get the full recording and the short cuts we make from it, to use wherever you want. It becomes a public record of work you have done.
The show is watched by brand builders and marketers buying creator campaigns, which is the room you would want to be talking in anyway.
We record in person on two cameras when you are close enough. If you are not, remote is fine and plenty of guests have done it that way.
In the room
A couch, two microphones, and somebody who has read your last month of posts before you sat down. Guests tell us the first ten minutes feel like a work conversation they were already having, which is roughly the idea.
Come on the show
Influencer Advisory™