Q&A:
How Every Man Jack uses GRIN to solidify itself as a top men’s skincare brand
Every week is different. Some weeks when things are running smoothly, and I don’t have a lot of questions or need as much from the influencers, then it’s just a couple of hours. But then, some weeks, correspondence might take a day or two of my time throughout the week.
We use a combination of both, but product gifting is always a part of it. We want the guys and the women we work with to have the product in hand so they are familiar with it. I like to send the guys to our website and let me know what interests them. From there, I can build a package of products that they’re actually going to like and want to use. I ask them to use it for a while before even posting about it because we want them to speak authentically about what they like about the products.
I can’t share numbers and percentages, but influencer marketing is an important piece of the puzzle. We really use influencer content anywhere we can, and it’s ever-evolving. There’s so much potential for content across platforms, whether that’s digitally, in-store, or print. Basically, anywhere you can speak to a consumer, there’s a potential to use influencer content.
It depends on how we find the person. If I’m using the search tool within GRIN, I can select people who have email addresses, and I can quickly send them an intro message right from the platform. But sometimes we’ll see someone talking about us or tagging us on Instagram, and we’ll just send a quick DM and say, “Hey, love what you’re doing, would love to talk to you about working with us.”
I try to keep it short. I tell them about us in a sentence or two, then a little about how we would like to work with them and just try to entice them to write back or click the link.
There are several layers to this, but it’s not very regimented. There are certain pieces of information that I want to get to each person, but I let the conversation happen as I get to know them rather than trying to force them through something right away.
For the initial outreach, I give just a brief introduction to the brand. From there, I send them to the campaign page, where I list more detailed information. I also send them to the website to check out our products. Then I send a follow-up message once they’ve received their first product, and I ask them what they liked, if they have any questions, and I point out a couple key attributes of the products they’ve chosen.
