Olipop's $200M Influencer Marketing Strategy Walking through your local grocery, you're bombarded with an array of beverage choices, each fighting for a moment of your attention. Amid this colorful chaos, Olipop stands out—not just for its eye-catching design, but for its meteoric rise in the wildly competitive beverage industry. From its inception in 2017, Olipop's journey to a whopping $200M in revenue by 2023 is nothing short of remarkable, especially considering its modest $70M revenue just a year prior(2022). Today, whispers in the industry suggest giants like Pepsi and Coca-Cola see Olipop not just as a competitor, but as a prime acquisition target. So, what's Olipop's secret? Surprisingly, it's not a colossal advertising budget. In fact, Olipop's strategic mastery lies in its bold marketing moves and organic growth tactics—elements any brand can replicate for its own playbook. Redefining the Market: From Gut Health to General Wellness Initially, Olipop tapped into the market with a unique proposition—a prebiotic seltzer aimed at improving gut health. It was a clever move, but as the brand gained traction, this narrow focus began to feel like a constraint. Recognizing the broader appeal of their delicious, health-conscious soda, Olipop rebranded in 2021, shifting from "A Sparkling Tonic" to "A New Kind of Soda." This pivot wasn't just semantic; it was strategic, opening the doors to a wider audience looking for healthier beverage alternatives. The Influencer Marketing Gamble In a daring move in 2021, Olipop slashed its paid advertising budget to zero, choosing instead to dive headfirst into the world of influencer marketing and organic TikTok content. This strategy wasn't just about cutting costs; it was about creating a more authentic, relatable brand presence. Hiring creator Sara Crane to spearhead Olipop's TikTok account was a game-changer. Sara didn't just market the product; she became the embodiment of the brand, connecting with followers on a personal level and transforming the account into a thriving community of nearly 325,000 followers. A Playbook for Organic Engagement Olipop's approach to TikTok influencer partnerships was both methodical and organic. With the #olipoppartner hashtag amassing 1.6 billion views, the strategy was clear: ● Top-of-Funnel Awareness: Organic product placements to spark interest. ● Middle-of-Funnel Engagement: Showcasing product usage, like delicious Olipop-infused recipes. ● Bottom-of-Funnel Conversion: Highlighting retail availability to drive in-store and online purchases. This nuanced content strategy ensured that promotions felt natural and unobtrusive, aligning perfectly with TikTok's entertainment-first algorithm. Measuring Success Beyond Direct Sales The true measure of Olipop's influencer strategy wasn't just in immediate sales but in brand awareness and retail impact. Steven, Olipop's Co-founder, revealed that their TikTok strategy generated 1.3 billion views at an impressively low $0.61 CPM (cost per mille), significantly boosting organic search traffic and making their store locator page one of the most visited on their site. This indirect approach led to a substantial increase in retail sales velocity, demonstrating the power of strategic brand positioning and organic content. Replicating Olipop's Success on Your Platform For brands seeking to replicate Olipop's success, the key lies in authenticity and strategic influencer partnerships. Omni offers the perfect platform to replicate this success, providing tools for: ● Strategic Creator Matchmaking: Connect with creators who genuinely resonate with your brand, ensuring authentic and engaging content. ● Campaign Management: Seamlessly run, manage, and track influencer campaigns at every funnel stage, optimizing for both awareness and conversion. ● Analytics and Insights: Measure the impact of your campaigns and creators beyond direct sales, understanding how content drives brand awareness, website traffic, and retail growth. Want to apply this influencer marketing strategy inside your ecommerce brand? Get Started Now - with our 'Olipop' Campaign Template.