Case Study

Micro Influencer Partnerships

HOW WE CREATE LOVE FOR THE BRANDS WE REPRESENT

• WE POSITION BRANDS TO ADDRESS KEY CUSTOMERS’ PAIN POINTS

• WE GIVE YOUR FOLLOWERS REASONS TO SMILE

• WE ALIGN BRAND VALUES WITH CUSTOMERS’ BELIEFS AND BEHAVIORS

• WE HELP BRANDS BUILD A COMMUNITY AND CREATE A FEELING OF BELONGING

OUR PRINCIPLES WORKING WITH INFLUENCERS - ALANA SANDEL, CHIEF EXPERIENCE OFFICER

• We Create Synergies. We make sure our influencers care about the brands we represent.

• We Appreciate Our Influencers and devise a compensation structure that gets our partners to go above and beyond.

• We Invest Time in Preparation.. Our team connects the dots, identifies do’ and don’ts to make the campaign work.

CHEFS

Talented creator and baker, Sasha Nary, with 218k followers on Instagram, is a loyal customer of Lifeway Kefir and chooses to use some of her favorite Lifeway products in many of the fabulous recipes that she makes for her family. Together with Marketing For Wellness, Sasha baked festive treats made with Lifeway products on an instagram video that garnered 960 likes on Instagram. She also released her first cookbook “Baking Magic” in July 2022.

NEW RECIPES CREATION AND SOCIAL CAMPAIGNS

Mother’s Day Ombre Heart Strawberry Crepe Cake recipe includes Plain Grassfed and Strawberry LowFat Kefir, and Lifeway Farmer Cheese.

WE CREATE GIVEAWAY CAMPAIGNS WITH OUR INFLUENCERS

DIY Cupcakes Kits for fun activities with kids from Sasha Nary

YouTube Overview

Byron Oliver Talbott is a Chef, Food Stylist, Photographer, and Culinary Influencer who has done food styling and photography for a handful of television shows including: The Bonnie Hunt Show, House & Their Eyes Were Watching God (directed by Oprah Winfrey), among others.
Bryan pursued a self titled culinary YouTube channel (youtube.com/ByronTalbott) with 1.43 million subscribers where he shares his passion for food;

Total views for Aervana: 70,000*

COOKING AND WELLNESS CHEF PARTNERSHIPS

Together with Marketing For Wellness, Chef Mila Furman cooked alongside her daughter a delicious and fresh meal made with Lifeway products. The online cooking class “Happy Family Moments with Lifeway Foods” took place on January 16th at 10am CST.
The Facebook live had 9,436 people reached.

COOKING CLASSES, DEMOS, SOCIAL, PRINT AND EVENTS

Online-class with Mila Furman attracted 8,836 viewers.

FB and IG video recipes: 153,7K total reach

YT video recipes:
16K total views
1,4M impressions

HIGH ENGAGEMENT WITH UP AND UPCOMING INFLUENCERS

Instagram influencer @eatswithmands from Philadelphia with 7,322 followers took to her stories various Lifeway products which she used in baking and cooking. Her Blueberry Crumble Coffee recipe mustered 542 likes.

HIGH ENGAGEMENT WITH UP AND UPCOMING INFLUENCERS

Former D2 athlete and wellness + mental health advocate Kyra with 6,554 follows shared to Instagram her Strawberry Kefir x Matcha drink. The post gathered 222 likes.

Social Media Overview

Marketing For Wellness chose specific interests, behaviors and demographics related to physical fitness, bicycling (specifically folding bicycles) as well as travel enthusiasts living in the United States. The target audience we selected responded exceptionally well to the advertisement and generated sufficient engagement to surpass the KPIs for Facebook.

Facebook:
Reached 37,442 people

YouTube Overview

Marketing For Wellness worked with vlogger Erik Conover to highlight the Taiwanese company Pacific Cycles and their BIRDY Standard 9 Speed Folding Bike using an enticing and informative YouTube video.

Total views: 89,804*

FITNESS INFLUENCERS

Marketing For Wellness works with experienced Certified Personal Trainers and Fitness Nutrition Specialists.

Example of the campaign with Iren Knyazev Iren shares nutritional tips on how to support the immune system with good bacteria endorsing our client Lifeway Kefir.

IREN KNYAZEV CREATES WORKOUT VIDEOS AND RECIPES

Spots on YT attracted 11.2K viewers.

Live fitness class attracted 588 viewers.

Facebook and YouTube series reached:
265.5K total impressions on YouTube
8.3K total on Facebook

Retreat Care Group

Irina Frenkel is a family nurse practitioner who has practiced functional medicine for the majority of her career. While teaching and working on her research in chronic disease reversal she identified that there are alternative methods to keeping the body balanced and healthy, that involve making a commitment to healthy lifestyle choices. She and was able to identify and help recover her own pancreatic function, after a diabetes diagnosis. She has made it a mission to teach each person how their body is created and how to nurture it in the proper ways to achieve maximum health outcomes.

ENGAGING WELLNESS EXPERTS DURING EVENTS TO SHOWCASE LIFEWAY KEFIR AND ITS BENEFITS

We bring influencers to events, trade shows and conferences to speak on behalf of our brands.

ANTI-AGING FACE FITNESS ONLINE CLASS

Marketing For Wellness helped Lifeway Foods organize a free live online Facebook class conducted by licensed cosmetologist and international facial muscle building trainer Alena Volkov. The online class reached 8.8k people.

DMITRY CHERNOV

Professor Dmitry Chernov from the Department of Biology at City University of New York discusses a few simple rules on how to maintain the immune system.

Lifeway Nutrition Shows air every week on Radio in New York and Miami. Each show reaches 2000-3000 views on YouTube every week.

The Instagram Live called Wellness podcast with Dmitry Chernov had 1,887 people reached.

COOKING CLASSES AND PARTNERSHIPS

COOKING CLASSES AND CHARITY CAUSES

Kids cook simple dishes using Lifeway products. Video recipes with kids of the Rhythm of Learning Academy reached 12K views and 250 link clicks on Facebook.

Social Media Overview

Marketing For Wellness chose specific interests, behaviors and demographics related to parenting, cooking, baking, healthy lifestyles, family and home cooking. The target audience we selected responded with the highest engagement of all the influencers and generated sufficient engagement to surpass the KPIs for Facebook.

YouTube Overview

Marketing For Wellness worked with vloggers Sam & Nia to highlight the Taiwanese company Tatung and the Fusion Cooker using a relatable and charismatic YouTube video.

Total views: 249,171*
Total engagements: 3.933*

CROSS PLATFORM PARTNERSHIP

Our beauty influencer partner, Nicole Townsend, was recently named Best Beauty Influencer by Chicago Magazine.

Nicole gave thoughtful insight and positive light to SH-RD Protein Cream in advance and during the Taiwan Excellence showcase at Summerfest. She published a blog post a few days before the Opening Ceremony highlighting its attributes and the ways the product worked for her. A day later she published a video review and tutorial on YouTube.

In addition, Nicole promoted her blog and video on Instagram, Twitter and Facebook and visited the Taiwan Excellence booth during the Opening Ceremony to speak with Artemis Tsai, General Manager of SHAANHONQ.

BEAUTY LIFESTYLE

Paige Danielle is a well known lifestyle influencer and a strong partner for SH-RD protein cream. Her fans look to her stylish account for guidance on the latest fashion and makeup trends.

In the main post, Paige described the benefits of using the protein cream and mentioned that it helped revive her hair after giving birth. The engagement on her post is consistent with her channel’s total subscribers and average engagement. Below is information about her main IG feed post. Total reach (main post+stories): 350,774

CARRIE RAD

Carrie Rad is a self care advocate with a focus on wellness and natural living.

She is a strong influencer partner for O’right Shampoo because her audience trusts her opinion on quality, eco-friendly products and she was genuinely excited about the product.

The views on her video are consistent with her channel’s total subscribers and average video views.

Total views as of November 5, 2018: 15,122*

ADRIANA PAIVA

This post from one of our influencers, Adriana Paiva, had the greatest engagement for October 2019 Instagram posts. Its affiliation with the Adriana Paiva allowed our post to become visible to a whole new audience.
Total main post reach as September 12, 2019*: 20,803

OFFLINE EVENTS: CARABOOM SPONSORED BY LIFEWAY

THOUGHT LEADERS AND CELEBRITIES

At Marketing For Wellness we create compelling partnerships with thought leaders and celebrities to create love for the brands we represent.

Campaign Example from TWIN Impact 2022 bringing together innovators from Fortune 5000.

Featuring our client Acutia www.acutia.com, Robert Wolcott, chair and co-founder of TWIN, and Ian Maksin, world-renowned cellist.

CELEBRITIES

Leveraging social media, PR, events and media appearances to drive visibility for Lifeway Kefir with Ian Maksin.

Total:
316K views

PARTNERSHIPS

Ian Maksin on professional account has 81,5K+ followers on FB and 30K+ on IG
Since March Ian has been promoting Lifeway Kefir with a recent focus on the Charity Bottle.

Social media performance:
38,813 impressions

Social media:
2,223 engagement


IAN MAKSIN AND LIMBER YOGA

Facebook event – Yoga & Cello (worldwide live stream from Seattle)

Drew more than 800 attendees.

The live video itself on Facebook reached 15.6K views, and 421 reactions. It was at approximately 3K views and 180 likes organically prior to promotion, about 24 hours past the livestream

LIFESTYLE INFLUENCERS

Winner of two World Championships and nine U.S. National Titles, Iveta Lukosiute, chooses Lifeway kefir products for snacking and when preparing healthy full meals that are rich in vitamins, trace elements and probiotics, a bacteria that is important for the body. Sharing this on Facebook with the help of Marketing For Wellness, the New Year post had 16.3K impressions reached.

INFLUENCERS WITH ONLINE AND OFFLINE COMMUNITIES

Lifeway supports healthy lifestyle
5,6K views in Instagram

MARAT SIDELSKY

Marat Sidelsky’s video about family activities during the quarantine reached in total 73.3K of viewers. Additionally shared in 8 groups with total coverage 113.6K subscribers and potential viewers
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