The Problem
The Challenge
A D2C artisan food brand wanted to do influencer marketing but had a limited budget. They were fixated on one "big" influencer with 200k followers. The insight: their audience trusted authentic food reviewers, not celebrity endorsements.
Key Insight
"Nano-influencers (5k-20k followers) generated 3x better engagement and 40% lower cost-per-sale than the single macro influencer the brand originally wanted."
How We Solved It
Strategy & Execution
Identified 12 nano and micro food influencers (5k-50k followers) in the target cities using Instagram search + Heepsy. Outreach strategy: personalised DM referencing a specific post of theirs, followed by a product gifting offer. No paid fee for nano creators — just gifting and a genuine ask for honest content. Negotiated paid rate with 3 micro creators.
01
Built an influencer shortlist using Heepsy filters: food niche, India location, engagement rate above 4%, follower count 5k-50k.
02
Sent personalised outreach DMs to 25 creators — referenced their content specifically and explained why their audience matched the brand.
03
Shipped product kits with a brand story card and a simple content brief (not a script — authentic content only).
04
Tracked every post's reach, saves, and link clicks, plus attributed Shopify sales using unique discount codes per creator.
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