Influencer marketing can be one of the most powerful strategies for ecommerce brands, but it is also one of the most difficult to manage at scale. This is where John Hagan has made the biggest impact as Director of Growth at 3 year old German jewelry company Purelei.
From 2018 to 2019, John helped scale Purelei in a competitive vertical 3X from high seven figures to healthy 8 figures with his advanced performance marketing skillset.
On a slow week his team manages 40 influencer integrations. Black Friday? He's thinking more like 400 🤯
Hear how he's built his team to handle these collaborations and how he uses Dark Posts to maximize and regulate the positive impact influencer UGC has on his campaigns.
0:00 - John’s Story - Lead Media Buyer at Structured Social - Nick Shackelford’s agency
04:45 - What drew John to join German Jewelry company PureLei.com
6:37 - Purelei’s story of 7 to 8 figure scale
7:14 - Purelei’s product selection strategy
9:15 - Purelei’s product launch strategy
14:18 - Why product launches are better than discounts
15:11 - SIXTY Launches a week! Purelei’s Scaling Influencer Strategy
17:45 - Localization strategy - 70% won’t check out in non-native language
19:45 - Germany vs US opportunity
22:30 - How Purelei leverages scarcity and MYSTERY during its product launches (Advent Calendars)
25:20 - my daughter is banging on the door. Probably leave it in.
26:05 - Detailed breakdown of how to use Dark Posts to scale influencer marketing
31:05 - Building creative for dark posts at scale
35:40 - How Purelei structures its team and staff
36:50 - Building coaching calls into team structure
38:15 - John’s 2:30 am meeting with Adidas
39:05 - Tic Tok, Snapchat, and Purelei’s key media mix (FB + Insta)
41:15 - 600 influencer collaborations planned for q4
42:04 - John’s deep thoughts on Attribution
47:50 - Best advice about keeping attribution clean and simple (one day conversion window)
48:53 - Tracking attribution for influencers dark posts
51:20 - who in the industry is doing attribution properly (nobody)
You provide the product and the vision. We provide the growth team for full-funnel digital marketing.
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We dive into some interesting uses of LinkedIn to grow relationships that drive sales, how to grow organic influencer networks, as well as how to build a product that gets 40% rebuy rate in stores and on Amazon.At one point Mark mentions he worries he was being too low energy, but no one watching would think that. He's a powerhouse 💪🏻
It's true...testing is not the sexiest topic in digital marketing.HOWEVER we at Pilothouse hold it to be self-evident that......Iterative, structured testing is the key to high performance creatives and funnels. Today we gathered two high performance team members Jacob Geary and Taylor Cain , both with an amazing track record of building out structured tests of creative and presales content and improving clients CRO performance 4X.
Jim's "inch wide, mile deep" methodology was built from pounding the pavement and sampling his product around the country, building out markets one store at a time. Jim goes deep on what it takes to build a company to this level, touching on fundraising, team culture building, and how to use Shark Tank to fuel your fundraising and your marketing.
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