Driving New Product Awareness + Sales Via A Two-Wave, Mixed-Influencer Approach

Linhart PR partnered with prominent food, wellness and lifestyle influencers to promote a 20% discount to purchase Nature’s Heart snacks, plus brand differentiators including no-sugar-added, keto-certified and unique and delicious flavors. We utilized a two-wave approach, since it was the brand’s first attempt at working with influencers on sponsored content, for the opportunity to extend partnerships with creators who were performing well and continue to optimize the program based on learnings.

In wave 1, we partnered with 6 mid-tier influencers on a blend of in-feed posts and Instagram Stories. In wave 2, we contracted with 6 partners again, including two standouts from our first round of content, plus a “brand crush”: a well-known online fitness influencer. The wave 2 partners had a total potential reach of more than 3.6 million, shared more posts per partner than wave 1, and focused exclusively on Instagram Stories to prioritize link/discount code sharing.