The Challenge: Launch & Affiliate Growth at Scale
Tight timelines for a September 2025 launch.
US affiliate program underperforming with low recruitment and engagement.
Internal team lacked time to vet influencers in detail against brand guidelines.
Needed a more innovative path for affiliate conversion instead of pushing affiliates upfront.
Launch KPIs were ambitious: 150 pieces of content in the first 4 weeks.
Our Approach: Daily Greens RTD Launch Engine
1. Large-Scale Discovery, Vetting & Outreach
Identified and vetted 5,000+ influencers across Instagram and TikTok.
Ensured alignment with Huel’s brand values, guidelines, and creative standards.
Confirmed 1,000+ influencers to receive the new launch within 3 weeks.
2. Pre-Launch Relationship Nurturing
Onboarded influencers early and kept them engaged with pre-launch communications.
Built excitement ahead of Daily Greens RTD release.
3. Launch Day Execution
Coordinated influencer gifting logistics with Huel’s fulfillment team.
Adapted to timeline shifts and formatting challenges to keep execution seamless.
Within 14 days of launch, secured 420+ pieces of organic content (vs KPI of 150 in 4 weeks).
4. Affiliate Program Expansion
Converted seeded influencers into affiliates with a structured onboarding flow.
Added 120 new US affiliates within 2 weeks of launch.
Created a foundation for long-term sales attribution beyond the launch period.
The Results: Exceeded KPIs
420+ content pieces within 2 weeks of launch (vs KPI of 150 in 4 weeks).
1M+ impressions at a sub-$8 CPM.
120 new affiliates onboarded into Huel’s US program.
Zero paid influencer fees - all achieved through seeding and relationship-first strategies.
Why It Worked
Scale at speed → 5,000+ influencers vetted and outreached under tight timelines.
Relationship-first seeding → influencers were primed to post authentically on launch day.
Affiliate conversion system → turned short-term seeding into long-term performance.
Operational flexibility → adapted to shifting timelines and internal processes without losing momentum.
