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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Brennan Dunn is the co-founder of RightMessage, a tool that helps make automated segmentation and website personalization easy for any business. He’s also the founder of Double Your Freelancing, providing resources and training for over 50,000 firms and freelancers.
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