Why this cult fav spirits brand works with creators to maximize reach
Tell us more about your day-to-day role at AMASS. What inspires you about the company’s mission?
AMASS’s mission is to create products from natural botanicals that transform social and self-care rituals. My role as the Performance Marketing Manager is to connect people who are looking for new ways to enrich their daily lives with natural sources for wellness with AMASS. In order to achieve that, I manage multiple ad platforms, including Facebook and Instagram Ads, paid search, and paid lifestyle podcasts. I also work closely with our influencer marketing team to build our social media presence.
AMASS earned a cult following due to its commitment to using clean botanics. As a marketer, are there any challenges when it comes to communicating AMASS’s commitment to plant-based materials?
We have a very unique and interesting product portfolio, and each of our categories faces its own challenges.
For our clean, botanical spirits such as Dry Gin and Botanic Vodka, the main challenge is the legal restrictions around promoting and fulfilling distilled alcoholic beverages.
On the other hand, the biggest challenge we face with our Botanic Hard Seltzers is how to convey that natural ingredients cost a ton more than artificial flavors and additives. We are working hard to share with the rest of the world that hard seltzers don't equal artificial fruit flavors — they can be just as crisp and delicious as a cocktail freshly made at your favorite bar.
Lastly, our personal care products formulated by our Co-Founder, CPO, and Master Distiller, Morgan McLachlan, are known for their intoxicating aroma. However, you may have guessed it, it’s impossible to let potential customers experience the bespoke scents through digital marketing.
Overall, our product truly sells itself, which makes these blockers easy to navigate.
What’s your personal favorite AMASS product? What is the best seller?
This is a really tough question! I really love Riverine, our non-alcoholic spirit, which also happens to be our best seller. But I’m also obsessed with our mist hand sanitizer in the Pseudo Citrine scent, which is bright, citrusy, and makes hand sanitizing a luxurious experience.
Who are some of your favorite content creators and why?
We work with so many amazing content creators, so it’s hard to choose.To name a few, I love Patricia Pan’s (@pattipan) fashionable but approachable style; Kat Hsu’s (@iamtheflowerthief) ability to incorporate flowers into her content, and Zoey Gong’s (@zoeyxinyigong) beautiful and incredibly informative content.
What is the hardest part about working with content creators?
Before using Lumanu, our team spent valuable time on the back-and-forth with influencers on how to do whitelisting manually. This made it hard to scale paid influencer marketing.
How does working with influencers contribute to your marketing strategy?
Lumanu makes the process of whitelisting influencers and utilizing influencer content so much easier. For brands, it’s a pretty hands-off process as the only thing we need to do is share the sign-up link with influencers who we want to onboard, and the rest is taken care of. The ability to serve ads to the influencer’s audience broadens our reach, and the influencer contents are additional assets that we could utilize in paid social advertising.
What is the best piece of career advice you have ever received?
“It’s better to ask for forgiveness than permission.” This obviously doesn’t apply to everything, but I found it a great piece of advice especially when you’re working in an agile environment where speed is crucial to the company’s growth.