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The Brand
As humans, we naturally experience fluctuations in energy and mood. While many of us turn to sugar, caffeine, and artificial substances to temporarily soothe anxiety or fuel ourselves when exhausted, there’s a healthier alternative. The founder ofMitra-9 created two lines of organic seltzers designed to address these problems.
Mitra-9 Kava Seltzers: Sourced from the evergreen shrubs of Southeast Asia, these seltzers are known to promote relaxation, improve mood, and combat anxiety.
Mitra-9 Kratom Seltzers: Derived from the leaves of trees in Southeast Asia, these seltzers help enhance focus, support a flow state, and provide a natural pick-me-up.
Our Strategy
Because Kava and Kratom have a ‘learning curve’ component, InfluencerNexus targeted a variety of influencers in different niches who already had familiarity with the ingredients in the products. This ranged from MMA fighters and wrestlers to mental health advocates and sobriety creators.
We helped each creator develop their first several creative concepts, from educational videos explaining the benefits of Kava/Kratom, to lifestyle content advocating the use of Mitra-9 products in their daily routines. We did this by specifically partnering with creators who had a history of video expertise and previously successful functional beverage partnerships.
50
Content pieces
32
New Influencers Recruited
2623540
Impressions
Noteworthy Highlights:
We had over 103 pieces of influencer-generated content from newly onboarded creators and over-delivered impressions by 167%.
The engagement rate of the campaign was 2.46%, which was well above the average for brand-influencer collaborated content, and we exceeded KPIs for the number of influencers onboarded by 30%.
And while these numbers reflect the campaign only, all of the influencers onboarded will be long-term creators for Mitra-9.
This is especially impressive because most established influencers prefer to negotiate a base pay on top of a commission structure, which can be challenging for brands like Mitra-9 that offer commission-only incentives.
We were able to bypass this limitation by bringing on hyper-targeted influencers who wanted to work with Mitra-9 simply because they resonated with the product!
The variety of content that came from these diverse sets of niches was captivating to see across photos, videos, and stories, while also allowing influencers to showcase the brand in a natural, in-the-moment sort of way.
This campaign was proof that our agency can build incredibly strong long-term relationships with influencers who will continue to promote the brand long after our initial engagement.
We were incredibly proud of the influencers we onboarded, and the resulting engagement truly spoke for itself.
What Influencers In This Campaign
Say About Us
