Case Study:

Protein-packed and primed for launch — Mezcla’s 2-part influencer strategy

Objective

Mezcla is a plant-based protein bar company. With rich, responsibly-sourced ingredients grounded in research and development, their bars are some of the best on the market.

Mezcla reached out to us to build a solid influencer strategy ahead of their launch. They wanted to create demand, build brand awareness, and attract the attention of potential investors and retail locations. Most of all, they wanted to drive conversions on their free 3 bar trial offer to start building a loyal fanbase.

campaign goals

Drive free trial conversions

Create brand awareness

Approach

Launching a new brand and product required us to lay some groundwork. We started with a pre-activation strategy to create buzz in the high-end bar market. In the months ahead of launch, we contacted nearly 1,000 micro-influencers with a free case of protein bars. As a result, Mezcla received feedback about their product, content ideas, and even some love on social media.

PHase I: Ambassador Program

Now Mezcla was ready for its first influencer campaign. We contracted 10 talents across YouTube and Instagram to spread the word about Mezcla and drive free trial orders. Our strategy focused on content that made the protein bars part of the talents’ daily routines, which resonated well with creators in the health and fitness space.