How Jolie Crushes Influencer Marketing Like No Other 🔥

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📆 Friday, 3rd November 2023

Hi, and welcome back to Growth Espresso - your one-stop destination for 👏 everything 👏 DTC growth.

In this edition, we are talking about Jolie, a DTC brand with a unique product- Showerheads 🚿 and its phenomenal work on ✨ Influence marketing ✨ to crack community-driven growth reaching $4M in just its first year while selling such a niche product 🚀 

The content for this edition is taken from Eli Weiss’ newsletter, which by the way is one of our top sources to keep up with all the latest buzz in the DTC world. You can check them out here -

Interested in learning more about their marketing playbook? Growth Espresso presenting you -

How Jolie Crushes Influencer Marketing Like No Other 🔥 coming right up!

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Meet Ryan Babenzien, the creative mind behind Jolie. After his successful journey with Greats, a digital footwear brand he founded and later sold to Steve Madden in 2019, Ryan set his sights on the beauty and wellness world.

Initial Idea 💡 

The idea for Jolie sparked from a personal experience: one day, while taking a shower, Ryan noticed that his skin felt dry. This led him to investigate further and discover that the tap water in his area contained chemicals that could harm skin and hair.

Discovery 🔍️ 

This discovery raised a question in his mind: Why aren't shower filters considered a crucial part of beauty routines? Motivated to change this, Ryan founded Jolie, a brand dedicated to purifying water to improve skin, hair, and overall well-being.

Solution ✅ 

Ryan's vision for Jolie was crystal clear: he wanted to create a profitable business that offered a product seamlessly integrated into daily life, with a focus on enhancing one's appearance – something that significantly influences consumer choices.

For Ryan, the answer was found in the shower, specifically through showerhead filters. What makes Jolie unique is its showerhead filter, designed to purify water, leading to better physical appearance and well-being. This results in a compelling product with a story that naturally sparks conversations.

Unlocking Success with Jolie's Seeding Strategy – Easy Tips 🎯 

Harness the Power of Seeding to Start Real Conversations: Jolie's clever approach to sending out their products to a diverse range of influencers truly showed how well they grasp the digital landscape. Their goal wasn't just about getting noticed but igniting genuine conversations about their brand. It didn't really matter who got the conversations rolling.

In their first year, Ryan and the team sent out 5,000 free products to influencers, both big and small, and they doubled that number in the second year. What really mattered was not the influencer's follower count but their ability to connect with and resonate with their audience. In simpler terms, they needed to genuinely care.

Platforms like Insense can be super helpful during this phase, making it easier for brands to find influencers who share their values. This way, the products they send out end up in the hands of the right advocates, sparking authentic conversations."

Encouraged organic conversations 🦜 

Instead of making influencers stick to a script, Jolie lets them be genuine about their product experiences. This builds trust and sparks natural conversations about the brand.

When influencers share their real thoughts, it clicks with their followers, and you see more user-generated content popping up all over the place, making the engagement even better.

Amplify Reach Through Varied Channels 📈 

Jolie's marketing game plan is like creating a big, friendly buzz all over the place. They mix things up by doing stuff both in the real world, like putting their trucks around town, using sidewalk stickers, and showing off their brand on big billboards. And, they team up with online influencers too! All this together has made sure you can spot their brand just about everywhere.

These strategies will help us stand out in the crowded world of direct-to-consumer marketing. That’s it for this week!