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EPISODE 299 61 mins

An Operations Manual to Effectively Execute Influencer Marketing

About the guests

Taylor Lagace

Kunle Campbell

Taylor Lagace is the Managing Partner and Co-Founder of Kynship,
an Influencer Marketing Agency that exists to create belonging so that each story is celebrated! Prior to founding Kynship, he worked at Athletes First, an NFL agency,
then transitioned to Common Thread Collective, building out their influencer marketing department. Kynship has recently launched “The Influencer Marketing Blueprint Course” - Use the code '2X' for 20% OFF!

On today’s episode, Kunle is joined by Taylor Lagace, Managing Partner at Kynship – an Influencer Marketing Agency. Taylor’s previous appearance on the show is one of our most popular episodes.

Influencer marketing is no longer the elephant in the room. It has become a front-and-centre marketing strategy for brands of all sizes. With more and more brands leaning in on user-generated content, influencer marketing’s relevance has only increased. But as with any other form of marketing, it works only if done properly.

There are a lot of stories bouncing around about how influencer marketing is too expensive and out of reach for most brands. But what if there is a way to get started with influencer marketing in a cost-effective manner? Our guests and colleagues have created just the resource to get you in the game without having to go through all the trial and error.

In this episode, Kunle and Taylor talk about the pillars for building out an influencer marketing strategy. You will learn how to seed micro-influencers, how to identify your flag bearers and obtain rights to the content they generate. This is a great episode for anyone looking to know more about influencer marketing.

2x eCommerce listeners get 20% OFF the Influencer Marketing Blueprint Course with this link (applies at checkout).

Here is a summary of some of the most important points made,

    • Micro-influencers offer better bang-for-the-buck
    • Seed influencers with a no-strings-attached offer to try your product
    • 30-40% of influencers you’ll send products to “No Strings Attached” end up posting
    • How to repurpose content with influencer consent
    • TikTok is the best platform for organic reach
    • All types of physical products work well for seeding
    • Using customised cards in packaging can prompt more unboxing videos


Covered Topics:

In today’s interview, Kunle and Taylor discuss,

  • Inspiration for creating the course
  • Pyramid of Influencer Marketing
  • Doing Seeding Right
  • The Outreach Process
  • Unboxing Experiences
  • Identifying Influencers
  • Taking ownership of User-generated content
  • Nurturing Flag-bearers


  • 12:08 – Meet Taylor:
    • Managing partner at Kynship
    • Focused on using Influencer Marketing to drive revenue
  • 16:20 – The Influencer Marketing Blueprint Course:
    • Usually, work with brands doing 2million+
    • “There is a lot of noise in the influencer marketing space”
    • Give brands a playbook to set up their own Influencer marketing programs
  • 17:05 – Pyramid of Influencer Marketing:
    • Product Seeding Micro-influencers
    • Organic Posts from Influencers
    • Repurpose content with paid media
    • Identify flag bearers
  • 18:10 – Doing Seeding right:
    • “The Influencer pay-for-post model is dead”
    • Reach out to 500 influencers to begin with
    • 100 sign up to receive products
    • 30 influencers end up posting
    • What would you pay to get 30 influencers to create 2-3 posts – that is your budget
    • Arka – unboxing experiences
  • 22:10 – Follow-ups with influencers:
    • They are inundated with reach-outs
    • You stand out with a no-strings-attached offer
    • 5 follow-up sequence: 2 emails, 2 DMs, comment on a recent post
    • Use your brands handle for communication
  • 23:40 – Unboxing experiences:
    • Create a “post-worthy” experience
    • Send post notes in the package
    • Let them know everything they need to know for posting, but don’t mention posting in any way
  • 27:30 – Sending complimentary items with your product
  • 31:25 – Identifying Influencers:
    • Check Video content creation ability
    • Can they capture attention in the first 3 seconds?
    • Can they communicate the value adds of the product effectively?
      Persona fit
    • Start with micro-influencers for product seeding
  • 35:00 – Using Performance marketing in tandem with seeding
  • 38:20 – Taking ownership of User-generated content:
    • Don’t repurpose content without permission
    • Send an appreciation message once they post and ask for permission to re-use for 30 days
  • 46:25 – Outlook on TikTok:
    • TikTok is best for organic reach
    • TikTok creators check all the boxes
  • 52:35 – Nurturing Flag-bearers:
    • Send customised products to best-performing influencers
  • 56:10 – DTC segments that work best for seeding models:
    • Any physical products work well
    • Wearables
    • Consumables
    • Overdeliver as much as possible


  • Micro-influencers offer better bang-for-the-buck
  • Seed influencers with a no-strings-attached offer to try your product
  • 30-40% of influencers you’ll seed end up posting about your product
  • TikTok is the best platform for organic reach

Links & Resources

Tweetable Quotes:

“There is a lot of noise in the influencer marketing space.”

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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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