‘Put everything in the hands of the influencers’: Inside RXBar’s new influencer strategy

Source: Digiday – From Around The Web

RXBar is using influencers like they would an agency. The company is handing over the marketing of its new limited edition flavors to social stars, letting them create the content to promote the flavors and posting it on their channels.

In doing so, the company is eschewing a more traditional paid marketing campaign of television or social media ads and relying on influencers to drum up interest and sell new flavors to their audiences. The company unveiled its first limited-edition flavor, hot chocolate, yesterday in partnership with CrossFit influencer Cole Sager, who posted about the new flavor on his Instagram.

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Source: Digiday