Thread by @Cody_Wittick

1/ INFLUENCER QUIZ (THREAD)

Who brought in more sales for QALO?

Country Singer's Wife vs. Major League Baseball MVP

2/ Brittany Aldean vs. Bryce Harper

Brittany - went live on FB, then was repurposed as an ad.

Bryce - no post, submitted content to be used as an ad.

3/ Brittany is known for her beauty and her husband.
Wears the ring occasionally.

Bryce known for his career.
Wears the ring, even in games.

Audience Insights on FB for QALO matched perfectly for both demo's (Country Music / MLB) but always skewed heavy on athletics.

4/ CPA: $50 vs $22.
Spend: $1,700 vs $96k.

WINNER: Brittany Aldean

She brought in $35k in sales (after her fee).
Bryce Harper?

-$15.6k...

Before all the Ad gurus chime in, my main point in all of this: our perception alone (gut-feeling) on WHO WILL WORK is completely off

5/ I would've bet the house that the Bryce Harper partnership would be a home-run! (pun intended)

Up to this point we had done partnerships with @NastiaLiukin, Shane Dorian, @ToneItUp Girls, @andydalton14, etc. All skewing sports/use cases of the ring. All of them crushed in ads

6/ Decision making was a flip of a coin, pray, hope it works based strictly on past success and audience insights.

TAKEAWAYS:
1. Past success ≠ Future Success (It can but not always)
2. The biggest names with poor creative or lesser-known with better creative? <Creative wins

7/ Even despite both videos not being great. Jason Aldean making an appearance certainly helped Brittany. Bryce's makes me cringe to this day.

3. Micro or Macro? Both. Certainly, micro influencers work. And I've done enough Macro deals that have worked.

8/ We just saw one that "did" & one that didn't. These are large investments to be 50/50 on. My last year at QALO, we had a 1M influencer budget. We were afforded the opportunity to take some $$ risk. Many of you don't.

Start Micro 1st, peep this thread: bit.ly/3jqdx1t