Executive Summary

Ghost Energy successfully launched their Greens product line through a strategic influencer marketing campaign, resulting in significant revenue generation and social media growth. The campaign centered around an innovative content series and influencer collaboration strategy.

Challenge

To create an impactful influencer outreach plan for Ghost's November 2023 launch of their new Greens product line, with the goal of building brand awareness and driving sales in a competitive supplement market.

Product Overview

Ghost Greens X Ally Besse

• Premium health supplement product

• Key Features:

  • Vegan-friendly formula

  • Soy-free composition

  • Gluten-free certification

  • Signature Passionfruit flavor profile

• Unique Selling Proposition: Clean taste with hints of Passionfruit, appealing to health-conscious consumers who prioritize both taste and nutrition

Strategic Approach

1. Content Strategy

   • Developed "Behind The Brand" content series

   • Provided behind-the-scenes insights into Ghost HQ operations in Chicago

   • Created authentic storytelling opportunities for deeper customer engagement

2. Influencer Integration

   • Partnered with key fitness influencers like Ally Besse

   • Implemented sponsored content across multiple platforms

   • Focused on authentic product testimonials and real usage scenarios

3. Marketing Execution

   • Combined influencer collaborations with branded content

   • Utilized a "Work Hard, Play Hard" campaign theme

   • Maintained consistent launch strategy across multiple flavor releases

Campaign Results

• Digital Engagement: 4.1M organic impressions

• Revenue Generation:

  • Content-driven revenue: $127,824

  • Influencer-generated revenue: $232,584

  • Total campaign revenue: $360,408

• Social Media Growth: 580% increase in social media engagement

Key Success Factors

1. Consistent Execution

   • Replicated successful elements across multiple product launches

   • Maintained quality control across all campaign touchpoints

2. Authentic Storytelling

   • Leveraged real behind-the-scenes content

   • Created genuine connections with the target audience

3. Multi-Channel Integration

   • Coordinated efforts across social media platforms

   • Synchronized influencer and branded content

Lessons Learned & Recommendations

1. Scalable Strategy

   • The campaign framework proved repeatable for future launches

   • Success metrics validated the influencer-first approach

2. Content Value

   • Behind-the-scenes content resonated strongly with the audience

   • Authentic storytelling drove higher engagement than traditional advertising

3. Future Opportunities

   • Expand influencer network while maintaining authenticity

   • Develop more detailed content series for future launches

   • Consider implementing user-generated content strategies

Conclusion

The Ghost Energy Greens launch campaign demonstrated the effectiveness of combining authentic storytelling with strategic influencer partnerships. The significant revenue generation and social media growth validate the approach, providing a repeatable framework for future product launches.