How a beverage brand leverages influencers to acquire customers in new markets
LIMITLESS is a clean beverage company that focuses on powering productivity through its new lightly caffeinated sparkling water. Its drinks are vegan, gluten-free, keto-friendly, and non-GMO project verified.
Amanda Kaplan, the Marketing Manager at LIMITLESS, was brought on to expand the brand’s reach through influencer marketing. Historically, the brand targeted health-conscious people between the ages of 25-35. However, the team hoped to broaden its customer base by leveraging influencers of all ages with diverse interests.
In addition to spreading brand awareness, influencers prove an effective way to drive website traffic, increase followers, advertise promotions, and boost online engagement. As Amanda built out an influencer marketing program, she found that influencers are also an amazing source of high-quality user-generated content that she could repurpose on the brand’s social platforms, website, and other marketing materials. This raises engagement and creates consistent branding across all of their channels.
Before AspireIQ, the LIMITLESS team was not able to effectively build an influencer marketing program. It relied on emails and Instagram direct messages to engage with influencers and saw little success. The manual task of managing relationships, contracts, payments, and content approval via email was impossible to scale. That is when Amanda began looking for a tool that could streamline the process.
Since working with influencers and repurposing the content they create, LIMITLESS has seen an increase in social media followers, online impressions, and overall engagement. In one customer acquisition campaign that promoted a drink coupon, influencers generated 500% more engagement on the coupon offer than the brand was able to do organically. While sales are not the brand’s main goal, direct sales through influencer’s links are a welcomed bonus.
Because LIMITLESS was able to scale from a handful of influencers to 12-40 relationships per campaign with AspireIQ’s platform, it can drive more engagement while adding a human element to its brand story —in a way that can’t be replicated in a studio. By working with a diverse portfolio of influencers from different locations and walks of life, the LIMITLESS brand gets in front of a wide variety of consumers. And because Amanda does not have to worry about hiring models and lifestyle photographers, or the manual tasks associated with influencer marketing, she saves time and can focus on other areas of growth in the business.