TRYB®: From Fasting Drink to Body-Mind-Balance Hit -- How Targeted Influencer Marketing Led to Success
TRYB® faced the challenge of establishing a newly repositioned beverage in the market. Originally designed as a fasting and weight-loss drink, it evolved into a body-mind-balance beverage focusing on concentration and well-being. With a ROAS of under 1 and the goal of exploring new channels for brand awareness, the journey began.
Data-Driven Insights & Optimized Channels
The first step involved setting up a data analysis dashboard to understand audience behavior. This enabled the optimization of Google Ads and Meta campaigns, which initially did not deliver the desired results. The search for new avenues led to the utilization of influencer marketing.
Influencer: Reach vs. Relevance
Collaborating with two influencer agencies resulted in high reach but also exorbitant costs. The ROI was at 0.15%, which was helpful for product awareness but not for sales.
The Power of the Right Community
The key takeaway: Quality beats quantity. Two strategically selected influencers proved to be game changers:
Influencer A (97,000 followers): An initial ROI of 0.8 in the first two weeks increased to a ROAS of 2.5 over the following three months. A decline was initially expected, but the long-term effect was profitable.
Influencer B (14,500 followers): An ROI of 7.8 within four weeks demonstrated that a smaller, highly relevant community can be significantly more profitable.
The Secret to Success: The Right Community
The results clearly showed that an influencer’s reach is not the determining factor. Much more important is the community that the influencer reaches. If the community has the right needs and interests, the likelihood of successful engagement is significantly higher.
Future Strategy: Targeted Influencer Partnerships
TRYB® has a clear goal: to find 6-12 influencers who meet the criteria of Influencer B. These influencers will engage in monthly collaborations with TRYB® to boost sales, increase brand awareness, and become brand ambassadors.
Conclusion: The Power of the Influencer Community
TRYB® has demonstrated that influencer marketing can be an effective tool when strategically and data-driven implemented. Selecting the right influencer who reaches the right community is crucial for success. TRYB® is well on its way to further enhancing its brand awareness and sales through targeted influencer partnerships.
