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🔥🪑 Hot Seat #5 - Dark Post Prince: Influencer Collabs at SCALE with PureLei's John Hagan
DTC Podcast
English - May 20, 2020 18:36 - 54 minutes - 74.7 MB - ★★★★★ - 27 ratingsMarketing Business Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
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 agencyÂ
04:45 - What drew John to join German Jewelry company PureLei.comÂ
6:37 - Purelei’s story of 7 to 8 figure scaleÂ
7:14 - Purelei’s product selection strategyÂ
9:15 - Purelei’s product launch strategy Â
14:18 - Why product launches are better than discountsÂ
15:11 - SIXTY Launches a week! Purelei’s Scaling Influencer StrategyÂ
17:45 - Localization strategy - 70% won’t check out in non-native languageÂ
19:45 - Germany vs US opportunityÂ
22:30 - How Purelei leverages scarcity and MYSTERY during its product launches (Advent Calendars)Â
25:20 - my daughter is banging on the door. Probably leave it in. Â
26:05 - Detailed breakdown of how to use Dark Posts to scale influencer marketingÂ
31:05 - Building creative for dark posts at scaleÂ
35:40 - How Purelei structures its team and staffÂ
36:50 - Building coaching calls into team structureÂ
38:15 - John’s 2:30 am meeting with AdidasÂ
39:05 - Tic Tok, Snapchat, and Purelei’s key media mix (FB + Insta)Â
41:15 - 600 influencer collaborations planned for q4Â
42:04 - John’s deep thoughts on AttributionÂ
47:50 - Best advice about keeping attribution clean and simple (one day conversion window)Â
48:53 - Tracking attribution for influencers dark postsÂ
51:20 - who in the industry is doing attribution properly (nobody)