Launching & Marketing a Product During a Pandemic

Hashtag Influencer

Intro

In today’s episode of Hashtag Influencer, Sherri gets the global perspective from Barak Orenstein of Else Nutrition, the new plant-based company winning high marks from parents looking for a healthy alternative to traditional baby formula. Despite launching midway through a year of global pandemic, the company has shot out of the gate. Barak, who is Else’s global director of marketing, shares his insights from years as a marketing and content leader in both Canada and Israel, including a breakdown on how Else’s marketing strategy shifted and adapted to a marketplace upturned by Covid19. The short answer: Micro- and macro-influencers have been a secret sauce, driving double-digit market growth and setting the stage for retail and geographic expansion heading into 2021. It doesn’t hurt that – beyond parents thrilled to have a healthy, co-friendly option -- Else’s “satisfied customers” are adorable babies whose telegewnic media snippets are crowd-pleasers no matter the social platform!

Key Takeaways

• Barak’s journey as a marketer.
• Started out in Canada on behalf of products like L’Oreal and Evian.
• Shifted gears and relocated to Israel to direct marketing and communications for SodaStream and AHAVA.
• His latest venture: Else Nutrition.

• What is Else Nutrition all about?
• Reshaping early childhood nutrition with plant-based food options specifically for babies and toddlers.
• “There are many plant-based categories for adults but what about babies and toddlers? What about our most vulnerable?” (2:53)
• Product grew out of seven years of R&D dedicated to delivering the full array of nutrients essential to developing infants and children.
• “It’s the first real alternative to dairy and soy in terms of formula … a next-gen alternative reimagining things.” (4:04)

• Why parents choose the plant-based lifestyle for their children.
• Two core markets:
• Families already committed to a healthy, earth-friendly lifestyle.
• Families with children who have food allergies.
• “It’s being perceived as the Netflix or Airbnb of the baby nutrition industry.” (5:33)
• Great reception from parents who welcome a clean, plant-based alternative to traditional formulas.

• The plant-based market is booming.
• Plant-based market is disrupting food choices across all sectors
• “Food is values and we believe that food is values and what people choose to give their children says a lot.” (7:00)
• Else launched in the United States & Canada in August 2020.

• Launching a new-to-market product in the midst of pandemic.
• Trust is a huge factor with an online-only presence.
• Moved into the marketplace with Amazon.
• Expanding into the wider storefront retail marketplace in 2021.
• “We’ve had an outpouring of requests from parents around the world. It’s a universal need.” (8:50)
• Adapted marketing strategy to Covid19 limitations, including:
• Digital platforms and a variety of micro-and macro-social media influencers.
• Public relations through traditional channels such as trade and consumer/lifestyle/parenting publications.
• Establishing trust with pediatricians and experts.

• Stories: What kinds of content performs best?
• Video was a hands-down winner because of the lovable, photogenic nature of babies themselves.
• Allowing influencers to be natural and try the product without too much interference or staging.
• “Those authentic moments are what have been best for us: Influencer parents talking about how (Else) has impacted their lives.” (15:34)
• Instagram Live has also been highly effective (i.e. a brief chat between Hilaria Baldwin and an early childhood nutrition expert).
• Repurposed snippets used in emails and other platforms further boosts views into the tens of thousands.
• “We want to be at the forefront of the conversation about what’s happening in this space and … starting conversations between parents and influencers in terms of what matters to them.” (17:48)
• Other forums: Facebook and YouTube.
• Influencer marketing has accounted for at least 30-40% of sales in the early months since launch.

• What’s the influencer landscape in Israel?
• Micro-influencers are the dominant force among social media.
• Celebrity influencers can tend to be more challenging because of demands on their time.
• “There’s a pretty vibrant scene in Israel in terms of influencers.” (19:50)
• Pluses and minuses of being based in Israel:
• Limited number of consumer packaged brands.
• Very active b2b marketplace to tap into goods globally.
• “It’s been a very, very fast startup pace and you’ve got to be extra-agile working in Israel.” (22:05)
• Israel is a “volcano of talent” across all sectors of the economy.

• What’s new and exciting for Else Nutrition in 2021?
• Envisioning a year ahead full of “something else” and a new celebrity endorser (TBA) who will be key to the brand.
• Launching additional low-sugar vanilla and chocolate products for kids 6 months+.
• Entering the retail space as the economy shifts back to bricks and mortar post-pandemic.
• Geographic expansion with a focus in Europe.

• Name an influencer you love to follow – but hate to admit it!
• Gary Vaynerchuk –“He’s an interesting figure and very vibrant … with many interesting insights in the marketing space.”
• Tony Robbins – “A very influential individual.”

About Sherri:

Sherri Langburt is the CEO of BabbleBoxx and has been a pioneer in the influencer marketing space since 2007. A passion for storytelling and brand marketing, and a desire to create an innovative social media solution, led Sherri to create BabbleBoxx - the influencer marketing agency best known for its co-sampling and signature box solutions. BabbleBoxx currently provides a full-range of integrated marketing services to brands across industries. Launched in December 2015, BabbleBoxx was named to the Inc. 500 fastest-growing private companies in 2018.

Follow Barak:

LinkedIn

Website: https://elsenutrition.com

Further References/Resources:

Gary Vaynerchuck: https://www.garyvaynerchuk.com/biography/

Tony Robbins: www.tonyrobbins.com

Follow Sherri and BabbleBoxx:

Website: https://babbleboxx.com

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