Picture this: You're casually scrolling through your social media feed when you stumble upon an ad for a $40 box of cereal.
coughs
Your first thought is probably, "Who in their right mind would spend that much on breakfast?!"
It's easy to dismiss such a notion as absurd or a waste of money. After all, your regular trip to the grocery store offers countless cereal options at a fraction of the price. But Magic Spoon isn't your average cereal brand, and they've got a strategy that's making people rethink their breakfast choices.
Founded in 2019, Magic Spoon has taken the breakfast world by storm, positioning itself as a healthy, high-protein, and low-carb cereal option. With its remarkable growth, the company reported a whopping $50 million in revenue in just two years! Their success is largely attributed to their innovative marketing strategy, particularly influencer marketing..
Let's explore their genius influencer marketing strategy, breaking down the secret sauce that turned a $40 box of cereal into a must-have breakfast item that's got people opening their wallets without doubts.
Ads created by influencers
Magic Spoon doesn't treat social media ads as traditional advertisem*nts, but rather as reels or TikToks. They understand that people prefer being entertained or educated rather than being sold to, so they work closely with content creators and influencers to create ads that are engaging and relatable.
Creators understand how to create content that is thumb-stopping and entertaining, and they understand the contextual setup of the platform. As a result, the ads they create for Magic Spoon get higher engagement and click-through rates.
Takeaways for you:
When selecting influencers to work with, look for individuals who are skilled at keeping their audience engaged. You can do this by looking at the engagement rate and diehard fans in the free SARAL chrome extension:
The best influencers make their viewers feel like they are part of a conversation rather than simply watching a pre-recorded video. Partner with YouTube vloggers or TikTok storytellers who have a talent for storytelling and relatable content.
Treat social media ads as a form of entertainment or education rather than traditional advertisem*nts.
Consistent narrative without damaging creativity
Across all influencer posts, there is a clear focus on the high protein content of the cereal, as well as its delicious taste. This messaging is repeated over and over again, which helps to establish it as a key selling point in the minds of consumers.
A Tiktok video highlighting the nutritional value…
An Instagram post highlighting the same thing in captions.
What is even more impressive is that Magic Spoon has given their influencers the freedom to create the video in their own style so they are able to create content that feels more genuine and authentic.
All this helps to build a consistent narrative around the product, while still allowing for individual creativity and expression.
This is especially important for a fairly new brand like Magic Spoon, which is trying to establish itself in a highly competitive market with endless options.
While consistency is important, it's also important to try new things and see what works. Magic Spoon likely didn't hit on their current strategy right away, but by trying different approaches and analyzing results, they were able to find a winning formula.
Takeaways for you:
- Identify the key selling points of your product or service, and make sure they are communicated consistently across all marketing channels.
- Develop clear guidelines or key points for influencers to follow, while still allowing for creative expression.
- Emphasize what makes your product or service unique, and why people should choose it over other options.
The best way to communicate your brand guidelines and general message is to upload “Resources” in your SARAL account. Creators can then look at this and take inspiration to create content.
Product seeding
Magic Spoon's influencer marketing strategy doesn't involve paying upfront fees to influencers for promotions. Instead, they rely on two key tactics: product seeding and an affiliate program.
Product seeding is where Magic Spoon sends free packets of cereal to influencers.
Magic Spoon has great branding and who doesn't like tasty cereal so when they send out free packets, influencers mostly say yes.
As a brand, it is essential to consider how you can create a compelling offer for influencers that they cannot refuse. Check out this article on ways to incentivize influencers for ideas on how to do this.
This eliminates waiting times, back-and-forth communication, and any delays, which is essential for a DTC brand looking to move fast in a crowded space. By not being stuck with cash flow problems, Magic Spoon can be more agile and responsive to market trends.
This approach can help to establish a relationship with influencers, and it increases the chances of the influencer giving a shoutout to the brand on social media for the sweet gesture of a free gift. While it's not a guarantee that influencers will become part of the affiliate program, it does increase the likelihood of it happening.
Product seeding can be a cost-effective way to engage with influencers. While there is a cost associated with producing and sending out the product, this is often much lower than paying upfront fees to influencers.
The response rate from influencers on any collaboration opportunity or invitation to join the ambassador program who receive free products is typically quite high. This can result in a significant amount of content being generated and shared by influencers, which can help to increase brand awareness and drive sales.
Let's talk about their affiliate program in the next section.
Takeaways for you:
- Make your unboxing experience insta-worthy. Send a personalized notes or messages along with the free product.
- Try targeting micro-influencers or niche communities with your product seeding efforts, as they may be more likely to be receptive to your brand and share about it with their followers.
- Keep track of costs and results to ensure that product seeding is cost-effective.
Dedicated affiliate program
Magic Spoon has a dedicated landing page for its affiliate program.
It's a clever approach that maximizes inbound interest from creators. Other brands such as PuraVida and Athletic Greens also use this strategy.
This landing page is short and impactful, containing all the essential details: the type of creators they're seeking, the commissions offered, and the discount coupons available.
Plus, there's a straightforward form for potential affiliates to fill out. It's a one-stop shop for influencers to get all the details and make a decision.
By creating a targeted landing page, outlining clear expectations, and providing attractive incentives, they are also able to streamline your influencer marketing efforts and ultimately drive success for your brand. You can do all this in less than 5 minutes inside SARAL:
Dedicated coupon codes for influencer's audience
Magic Spoon creates dedicated coupon codes for each creator's audience. It may seem like a small detail, but this tactic serves several purposes in building a strong relationship between the influencer, their audience, and the helping the brand manage all creators.
The custom coupon codes provide a unique incentive for the influencer's audience to make a purchase. Imagine you're a loyal follower of a fitness influencer, and they share a post promoting Magic Spoon with a special discount code for you. This creates a sense of exclusivity and appreciation, making you more inclined to give the product a try.
The personalized coupon codes position the influencer as a hero in the eyes of their audience. By offering exclusive discounts, influencers show their followers that they're not just promoting a product, but also providing value to them. It strengthens the connection between the influencer and their audience, making the creator grateful toward your brand and not shying away from promoting it.
It also allows the brad to track each influencer's performance. By monitoring the number of times a coupon code is used, Magic Spoon can gauge the effectiveness of their partnerships and make data-driven decisions for future collaborations.
Type of audience
Magic Spoon is prioritizing influence over popularity.
Rather than partnering with the most prominent celebrities or social media stars, the brand has chosen to collaborate with creators who align closely with their values, messaging, and target audience.
By selecting influencers who genuinely resonate with their brand, Magic Spoon can create more authentic and effective marketing campaigns. These influencers may not have the massive followings of the Kylie Jenners or Justin Biebers of the world, but they possess a unique ability to communicate effectively with their engaged and loyal audience.
The result? A more meaningful impact on potential customers. And of course, revenue.
For instance, partnering with a fitness influencer who genuinely believes in the nutritional benefits of Magic Spoon and has a dedicated audience of health-conscious followers can lead to a more persuasive endorsem*nt.
Collaborating with mom influencers who prioritize family wellness and can authentically showcase Magic Spoon's value within their daily routine can have a powerful impact on their family-oriented audience.
By focusing on influencers who share their brand values and messaging, Magic Spoon has not only increased the credibility of their marketing efforts but also cultivated a community of like-minded consumers. This approach allows the brand to tap into niche markets, creating tailored campaigns for their target audience.
Takeaway for you:
Influence > Influencer.
Prioritize influencers who align closely with your brand values, messaging, and target audience rather than the most prominent celebrities or social media stars
Launch message
Magic Spoon recognizes the power of influencer marketing as a tool for more than just showcasing their product.
They have successfully utilized it to inform and update their audience about important milestones, such as new launches and retail expansions.
For example, when Magic Spoon made the strategic move from being solely an online product to occupying shelf space in major retailers like Target and Walmart, they once again turned to influencers to spread the word.
In this case, the objective wasn't to drive sales through coupons or discounts, but rather to generate awareness about the brand's new presence in physical retail locations.
Magic Spoon understands the versatile nature of influencer marketing and its ability to communicate different messages to the audience.
Takeaway:
Leverage influencers as brand ambassadors to share crucial information, keeping your audience informed and engaged.
Podcast
Magic spoon tapped into the massive audience and reach of popular podcasters like Tim Ferriss and Joe Rogan. They are the OG creators.
Magic Spoon didn't just send a gift to these podcast giants and hope for the best. No, they likely invested some serious cash to secure these collaborations.
But why would they do that, especially when there are cheaper marketing options out there?
Podcast listeners are usually more focused on the content they are consuming, as opposed to users quickly scrolling through social media feeds. This increased attention can result in a higher likelihood of the ad message being absorbed and retained by the audience.
Podcast ads create a personal connection, as they are delivered by trusted hosts, which lends credibility and authenticity to the product pitch.
However, it's important to note that Magic Spoon didn't start with podcast marketing. They waited until they had a product market fit and a loyal customer base before investing in this area. Once they were confident in their product's appeal, they decided to invest in the more capital-intensive marketing strategy of podcast partnerships.
Takeaway:
In addition to Instagram and TikTok, DTC brands can explore other channels where they can find influencers to reach their target audience.
For example, Pinterest and YouTube can be effective platforms for product reviews, tutorials, and lifestyle content. Podcasts and blogs are other channels to consider, where influencers can provide in-depth insights and opinions on your product or brand.
Continue learning
It's understandable if you're feeling skeptical about influencer marketing - it has its own horror story. But the truth is, when done right, influencer marketing can be a game-changer for your brand.
That's why we've created the SARAL Influencer Marketing newsletter. We believe in delivering valuable insights and strategies to help you navigate the world of influencer marketing with clarity and confidence.
Our newsletter is packed with actionable tips, case studies, and interviews with top industry experts to help you stay ahead of the game and drive real results for your business.
So, if you're ready to take your DTC brand to the next level with influencer marketing, sign up for our newsletter today.
Want a tool that does it all?
There are countless platforms and agencies that promise the world and don’t deliver. With SARAL, you’re able to build an ambassador program while automating the boring bits like influencer outreach and tracking every single sale manually.
You can find influencers, reach out to them, collect applications, upload resources, and do everything that Magic Spoon did to grow their influencer channel.
Try it free for 7 days and see for yourself!
