When Organifi founder Drew Canole decided he was tired of being overweight, unhealthy, and unhappy, he searched for a solution that would turn his health around. On his quest for a healthier lifestyle, he discovered the power of superfoods and was hooked. Drew began to document his journey down the path towards health by sharing videos online–and he gathered a community of supporters who cheered him on along the way.
Since its birth in 2014, the company has grown to serve millions of health-conscious individuals who enjoy their unique, nutrient-rich products. But Organifi wants to be known as more than just drink powders–they pride themselves on connecting with their customer community and following their health transformations. The brand works hard to foster a community among its fans and uses an influencer marketing program to help with that goal.
Partner with customers who love the brand
Realizing that they needed a better strategy, the marketing team decided to pause and completely revamp the influencer marketing program. The team removed everyone from the program but ten of the very best creators. Then, they decided to hone in very narrowly on targeting their ideal customers. Using carefully crafted buyer personas, the team decided to search for new creators whose own audiences and interests were closely aligned with Organifi’s brand. This way, they could benefit from partnerships with ambassadors who could truly represent the brand and what they stand for.
We definitely evaluated a few before we decided to go with GRIN. The spreadsheet game was not going to work. What we loved about GRIN is the fact that we can have a million campaigns and then send mass emails as well from within GRIN and helps us stay organized.
Lauren Maxwell
Partnership Manager at Organifi
Move from spreadsheets to software to streamline
Eventually, the team decided that they required a specific creator management tool in their workflow. They began using an influencer marketing software platform. However, as they wanted to start scaling the program, it became evident that there were some challenges.
Fortunately, the Organifi team found the solution they needed in GRIN. The GRIN software’s vast array of features provided everything they needed to scale the Organifi Collective into a thriving influencer marketing program.
GRIN helped streamline the process of finding creators who perfectly align with the brand’s mission and lifestyle, making recruitment more efficient.
The company used GRIN to efficiently search for ambassadors who closely represent the brand’s values, increasing the effectiveness of the recruitment process.
GRIN’s Chrome extension facilitated a focused search for Instagram creators aligned with Organifi’s brand, simplifying the discovery process.
GRIN’s recruit tool enabled a targeted creator search based on audience engagement from specific cities and demographic data.
GRIN’s audience reports allowed the brand to refine their search by filtering creators with high engagement among key demographics, such as age and interests.
We significantly dropped the number of ambassadors we had, but the ambassadors we have are so quality and such a great fit that now our revenue numbers are higher than ever.
Lauren Maxwell
Partnership Manager at Organifi
A collective of creator relationships
A large part of the reason that Organifi’s influencer program has been so successful is that the Organifi team has been able to use GRIN to create close, genuine relationships with their ambassadors. Offering superior support and regularly engaging with the creators is vital in achieving the brand’s goal of running an influencer marketing program based on authentic connection versus mere transactions.
Choosing GRIN allowed Organifi to streamline their ambassador program from a giant, unfocused free-for-all to a perfectly chosen group of active ambassadors with on-brand interests and audiences. GRIN’s comprehensive suite of features frees up the Organifi marketing team’s time to allow them to focus on what matters most–creating a community around the Organifi mission.
10K+
social post conversions
25K+
prospect emails sent
250+
influencers added to
community
It seriously does everything for us, which is absolutely amazing.
Lauren Maxwell
Partnership Manager at Organifi
