Cody Wittick
@Cody_Wittick
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Co-CEO @kynshipco • Helping founders grow new customer revenue • Follower of Jesus • Proud Husband & Father •
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Joined April 2013
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Khloe Kardashian + Febreze
Billion dollar creator + billion dollar brand
And they still made 3 MAJOR mistakes in this influencer campaign.
Avoid these at all costs.
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The top media buyers in the world say we should be testing 10-30 creatives per WEEK.
Here’s how our agency gets 200 new creatives per month for our clients, with $0 upfront.
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This is the influencer marketing strategy that we used to do $30,000,000 in attributed revenue over 3 years.
The exact step-by-step game plan is right here.
If it worked for us, it’ll work for you.
THREAD
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Kim Kardashian + Beyond Meat
Billion-dollar influencer + billion-dollar brand
And they still created the worst influencer marketing campaign of all time:
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The New Influencer Economy (thread)🧵
DTC brands, alongside influencer marketing, have evolved.
Cheap acquisition ‘FB heyday’ = unsustainable
Prime influencer marketing ‘pay for post’ = untrusted
Here's the present & future...
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Exciting announcement 🎉🎉🎉
My wife and I are expecting our first child this summer🐣
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Maslow's Hierarchy of Influencer Marketing Needs 🧵
Brands must satisfy lower foundational needs before progressing on to meet higher level growth needs.
How do you adopt this into your influencer marketing plan? THREAD 👇
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TikTok today is even more powerful than Instagram was in 2014. The best part?
The mysterious algorithm isn’t all that mysterious anymore.
A HUGE leak to NY Times let the secrets out...
And your brand can take full advantage, today!
Click to learn more
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The movie “Smile” was an absolute masterclass in marketing.
On a $17M budget, they brought in $140M in a little over two weeks.
Here are 3 things that their marketing team nailed to make this one of the most talked-about movies of the year:
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I’ll admit it. I was wrong.
ChatGPT is NOT overrated. It will supercharge your influencer marketing.
Here are TWO ways that save you time & money 🧵(prompts included + a strategy to copy).
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1/ The Only Influencer Marketing Strategy You Need (To Start or Scale)
Here's the exact game plan and step-by-step process of building an influencer community PLUS lessons on how to identify, outreach, and collect content
++ Templates Provided
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1/ How to identify the right influencers? It's not what you think (thread)
Adopting this philosophy will save you from working with the wrong ones.
+ Real-life scenario with client + influencer + ad performance
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This is what happens when you pair influencers + amazing unboxing experiences...
30% increase 📈 in UGC content from FREE organic posts 🔥
Here's the simple and easy-to-follow Influencer Unboxing game plan heading into holiday (w/ a ton of inspo + examples)🧵
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If you were ahead of the curve with Facebook Ads in 2014, you made millions.
If you want to be ahead of the curve with influencer marketing and get the same result, read this:
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How do I find and work with influencers on TikTok? 🤔
Here is your guide to the TikTok Creator Marketplace (P.S It's FREE of cost) 🤯
*Video Tutorials Included*🧵
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Pre-iOS14, creative was important.
The Post-iOS14 world? Creative is everything.
But getting it at scale is a real pain point for brands.
So, how do we get 100 new pieces of ad creative in and then launched every month?
A thread🧵
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If my agency was in charge of Influencer Marketing for
@BOMBAS
- this is exactly what we’d do.
Steal these principles for your brand today:
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Here’s another case of a billion-dollar company doing sub-par marketing.
Instacart X Lizzo
Here’s what went wrong:
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The black market nature of influencer marketing is coming to light.
Creators and influencers, who have been ripped off, underpaid and exploited - share their experiences at F*** You Pay Me (FYPM).
If you’re a brand, you absolutely need to know about this. 🧵👇
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1/ Influencer Seeding vs Gifting: What's the Difference? (Thread)
In both, brands send products for free.
In both, brands desire to create a community of people with their products.
In both, brands want something out of the deal.
But this is where the similarities end.
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Your A to Z influencer marketing formula.
This is a free mini-course on your timeline.
Take 4 minutes to read this so you can follow step-by-step:
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11 years ago today, I attempted suicide.
Here are 11 lessons I've learned in every year since.
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Steal the strategy I used to get LeBron James as an influencer for a brand without paying a cent:
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Old influencer marketing: paying for posts in 1:1 transactions.
New influencer marketing: hiring them on your marketing team
Here are the brands doing it and the steps to follow:
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Seed Health generated $100M+ dollars in revenue through influencers, and 5X’d their return on investment in the channel.
And I spoke to the woman behind the program.
Here are 4 influencer marketing lessons every marketer should understand:
1) The metric that Lily Comba and her
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The easiest way to lose millions as a marketer?
Using strategies for the wrong revenue tier.
From <1M to 20M+, here are the exact things you need to focus on:
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Hey guys, can we stop all the ChatGPT posts please? Thanks.
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1. Believability
It’s painfully obvious here that Khloe isn’t a lifelong Febreze fan.
This is a big problem because for campaigns like this to be effective, followers need to believe that what she’s saying is true.
If they don’t…
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2. Link in the caption
Khloe of all people should know how ridiculous this is. You can’t click on links within a caption.
A link in the caption also makes the post feel too transactional.
It shows that Febreze doesn’t see her as a partner, they an impression gold mine.
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Everyone knows that influencer marketing needs to be authentic to be effective.
So why does your influencer marketing strategy actively cultivate inauthentic influencers?
Think it doesn't? If you're like most brands I see, you're wrong. Here's why. 🧵
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A lot of brands are crushing it on TikTok with influencer marketing right now.
Here’s what they’re doing and how your brand can start crushing it today:
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Why Influencer Marketing Doesn’t Work🚫
Here are the top 🔟 reasons and real life quotes of brands on the phone with us.
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Would anyone like to be mentioned by the
@joerogan
Experience? 🙋🙋♂️
How about 3 times? & For FREE 😱
Our client, MonkeyFeet, was just mentioned for the third time last week.
No sponsor. No pre/mid-roll script. Just organically loves the product.
So, how'd this happen?🧵
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1/ Influencers vs. UGC (thread)
Which is better?
Both produce content.
Both can generate boost in ad performance.
Perception: UGC is the safe bet. Influencer is risky and costly.
Foreshadowing: your perception is off.
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If I were in charge of influencer marketing at
@eightsleep
, this is exactly what I’d do.
A completely custom strategy that I’m revealing to the public.
Click this tweet and learn:
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If my agency was in charge of influencer marketing at
@athleticgreens
, this is exactly what we’d do.
Steal this strategy for your brand today 👉
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"They said, pick out 4 items, & don't worry about a shoutout..."
Yet, here she is giving one to
@31bits
for FREE
This happens when you seed the right way...building the relationship on giving, not asking.
How to do this? It's all here in the course.
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You’re about to learn the 5 secrets to how my partner and I grew our agency from 0 to 7 figures.
Click this tweet so you can learn how to do it too.
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As advertising costs, shipping costs, and labor costs go up…
This is the main way that we’re able to scale DTC brands for pennies on the dollar.
Here are 3 tips for cutting costs for your brand in this recession:
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Honestly, anything would be better than this.
A Khloe-themed landing page would’ve been great.
They could’ve added a longer form story/testimonial about her experience with the product, her favorite scent, anything to add a level of personalization and social proof.
Overall…
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The influencer loses credibility, the brand drives no sales, and the audience tunes out.
Solution:
Build real relationships with influencers who share your product with their following because they genuinely love it and use it.
Next:
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13 years ago today, I attempted suicide.
If you’re reading this, there’s a reason you have breath in your lungs.
Read this and text someone you appreciate and see them. You never know what someone is going through.
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Do NOT start an influencer marketing program for your DTC brand before you read this:
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Lazy Influencer Marketing isn’t just unprofitable, it can actually turn an audience against you.
Avoid these mistakes made by an influencer worth $70 million for your next Influencer Marketing campaign:
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Influencer Marketing evolves every single year.
90% of brands are using outdated tactics, and that’s why it’s not working for them.
Click this thread and learn what NOT to do before you waste more money.
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F*** You Pay Me interviewed 10,000 Influencers. They named the best and worst brands to work with.
This is the glassdoor of influencer marketing.
Avoid these mistakes and make influencers fall in love with your brand. 🧵
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Why pay-for-post influencer marketing is a bubble, and how to avoid getting caught in the impending crash:
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Ready to stop wasting time and money on old techniques that don't work and start owning an effective influencer strategy?
THE INFLUENCER MARKETING BLUEPRINT COURSE LAUNCH (thread). Keep reading for a special offer...
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The solution?
Have the links included in swipe-ups on the influencer’s story or even in their bio if they’re an ambassador.
If the content is really good, people may even search for the brand themselves.
That’s what I personally do when I see a great ad anyway.
And finally:
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In theory, you figure it out first and execute it second.
In practice, you figure it out second and execute it first.
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In 2015, being ahead of the game in Facebook ads, you made millions.
Fast forward to 2023, there is a gold rush happening in influencer marketing.
Here’s how you can take advantage of it and get the same result 👇
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I'll be a dad next month. What's your best piece of advice for me?
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Looking for someone to redesign our logo at Kynship
Who's the best designer you know?
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This is the strategy we used to increase M&M’s sales by 457%.
Yes, M&Ms, the chocolate you know and love.
Use this strategy for your own brand TODAY.
Click this tweet to get the full breakdown.
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200+ UGC assets
Top-performing ads
30% cheaper CPAs on Facebook
ALL done for you.
For $0.
Here’s how:
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1/ Influencer Best Practices 101 [PART 2] (THREAD)
Influencer Pricing - What the hell do I pay them?
*[PART 3 - 9/23] Influencer Contracts
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Kynship has generated almost $100M for our clients using simple videos from regular people.
Here are 4 unique ways to use a DTC brand’s most potent tool, IGC:
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This post is a major flop.
A cheap attempt to trick her audience into buying a product she clearly has little interest in.
We never have this problem, because our strategy is all about building real relationships with real people who love our clients’ products.
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Here’s how my agency was able to land a huge contract with M&Ms in 2021
…and how you can do it too.
Follow these exact steps to land your dream client WITHOUT cold outreach.
Click this tweet and learn.
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Macro-influencer cost: 💰💰💰💰💰💰
Macro-influencer impact: 🔋🔋
Micro-influencer cost: 💰💰
Micro-influencer impact: 🔋🔋🔋🔋🔋🔋
We’ve worked through over 100,000+ influencer partnerships and seen micro-influencers be 10x more effective at 1/10th of the cost. Plenty of
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It's about to be 2022. No more wasting time and money on old techniques. Start owning an effective influencer program. It's now or never.
Here's your INFLUENCER MARKETING BLUEPRINT course 🧵🧵
Keep reading for testimonials + a special BFCM offer...
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That’s the landing page the link leads to.
An absolute joke, considering this post probably cost them multiple hundreds of thousands of dollars.
Every DTC marketer is in pain just seeing this.
So what should they have done instead?
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Everyone wants to be
@SeanEcom
and a 9 figure brand.
No one wants to put the work in.
Ridge isn't a "pay a Kardashian to post" strategy. Newsflash: influencer marketing doesn't work like that.
Check out the episode here:
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1/ How to work with agents & negotiate long-term contracts with macro-influencers / celebrity talent? (THREAD) *Dale Jr partnership example
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It’s much easier to tell you what not to do than to tell you how to craft the perfect influencer marketing campaign.
So, this is exactly what not to do.
Here’s the first mistake:
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This is the strategy that can 2X your ROAS with $0 upfront.
The exact step-by-step plan is right here.
If it worked for us, it'll work for you too.
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TikTok will generate $12 billion from ads alone this year & it’s expected to generate $24B by 2024…
"But TikTok is waste of time"
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Working with macro-influencers can either be the best move you ever make…
Or it can cost you everything.
Here’s a quick rundown of how to properly vet talent and negotiate so it doesn’t end badly for your DTC brand.
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1/ Creating An Unboxing Experience (Thread)
How to get influencers to post for free without you even asking for it this Holiday season.
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Facebook as a brokerage firm.
Me: "Find me $2 for my $1."
Lowest Cost: "I'll try."
Highest Volume: "Do you have more cash?"
Cost Caps: "Here's your $1 back, I couldn't find you $2."
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Did you notice the 7 figure mistake that multiple companies made during the Superbowl?
If you were watching the commercials, you’ll know what I’m talking about.
If you weren’t, well, this thread is for you.
Read this and don’t make the same mistake.
THREAD
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Skims, the apparel brand founded by megastar Kim Kardashian, is valued at $4B—and just announced their new men's line (sold 25K units in 5 minutes), plus a massive collaboration with the NBA.
The craziest part?
They seem to have gotten around Nike’s sponsorship agreements to
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An influencer partnership between Deion Sanders and Blenders eyewear drove over $5M in revenue over the past 1-2 weeks.
Insane numbers.
Here’s the fascinating story, and 2 influencer marketing lessons every marketer can learn from this partnership:
First, what happened?
Deion
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1/ Influencer Best Practices 101 [PART 1] (THREAD)
Negotiating Effectively So You Don't Get Ripped Off
*[PART 2 9/18] Influencer Pricing
*[PART 3 ALD] Influencer Contracts
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3. Backend
Okay so you couldn’t have spotted this one, but check this out.
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2022: Standing Desk
2023: Treadmill Desk
2024: Cold Plunge Desk
All meetings are only 3 minutes.
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1/ Brands massively underestimate the importance of having authentic relationships and people who are genuine brand advocates, represent their brand.⠀Let's take a look at
@Gymshark
and how Ben Francis did it (THREAD) + PRACTICAL STEPS of how you can do this at the end.
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Influencer marketing should be measured in sales, not likes
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User Generated Content isn't always from influencers.
Your most loyal customers are enthusiastic and engaged with your brand.
Putting them in front of potential customers to share their experience is the most credible marketing you can get.
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My wife and I are having a major argument.
She wants to throw our 1 year old daughter a birthday party.
Here's my counter:
We invite family and friends to come over.
We leave.
They babysit.
My wife and I get a date.
I rest my case.
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✅ 5 year anniversary
✅ Wedding wine
✅ First parents night out
Life is good.
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The older you get, the more you realize that most of what you see was built by people no more remarkable than you.
The bar isn’t as high as you think.
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Most of you know Eminem’s classic line from Lose Yourself, “his palms are sweaty, knees weak, arms are heavy.” (Am I aging myself yet?)
What if I told you the 15x Grammy award winner is flipping another famous line from his song into a DTC product — “Mom’s Spaghetti” sauce.
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Firstly, you need to be very picky with how you identify your influencers.
Instead of doing everything manually and spending hours, grab a discovery tool.
If you have a couple bucks, our agency uses Tagger. It’s the best tool our agency has used for discovery.
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Is there a worse feeling than when you accidentally click on a mailto link and Apple Mail starts up?
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Altoids has been selling $100M in mints every year since 2015.
They’re also investing exactly $0 into Facebook/TikTok ads, revealing a massive opportunity to completely take over the mint market.
If I were them, this is how I’d do it:
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"TikTok isn't for us..."
Yeah, and Facebook was just for college students.
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If massive brands like Febreze don’t have influencer marketing figured out yet, it is a massive advantage for you and your brand to figure it out.
It’s a blue ocean when it comes to good, genuine, authentic influencer marketing.
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I just came across one of the most unique $100M marketing campaigns of the last 10 years.
Can the product, brand, and influencer all be one?
Let's discuss 🧵
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100 of the best self-help books will not help you if you're unwilling to change your habits.
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Brand + Influencer partnerships = a black market, full of exploitation on both sides.
Here's a better way.
If you’re a brand, you absolutely need to know about this👇
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Micro-influencers — 5,000 to 150,000 followers — offer a 20% higher conversion rate.
Choose influencers based on the demographics of their target market — it should be consistent with your potential customers.
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