Wellness Food & Drink
How The Turmeric Co. Reduced Creative Costs by 55% with Influencer Content
The Turmeric Co. is a fast-growing wellness brand known for its functional turmeric shots, designed to support recovery, immunity, and daily health.
When we partnered in October, the team had already built strong traction within athlete and fitness audiences through larger ambassadors. The next step was scaling beyond that - using micro-influencer to reach a broader, lifestyle-driven audience while building a system to consistently generate high-performing content for paid media.
The Turmeric Co. is a fast-growing wellness brand known for its functional turmeric shots, designed to support recovery, immunity, and daily health.
When we partnered in October, the team had already built strong traction within athlete and fitness audiences through larger ambassadors. The next step was scaling beyond that - using micro-influencer to reach a broader, lifestyle-driven audience while building a system to consistently generate high-performing content for paid media.
The Challenge
Expand beyond niche fitness audiences into mainstream, everyday consumers
Generate high volumes of ad-ready content without increasing costs
Identify which creators actually drive performance - not just engagement
Build a scalable system that evolves alongside paid media
Reduce reliance on expensive, one-off creator deals
Our Approach: Build a Performance-Led Influencer Engine with VIP at the Core
High-Volume Seeding to Build the Funnel
Launched with 500 seeded influencers in 2 weeks, rapidly building initial momentum
Scaled to 2,700+ creators seeded across the campaign
Used seeding as a testing layer to identify high-potential creators
2. Affiliate Layer to Track Performance
Converted top creators into affiliates to measure bottom-funnel impact
Used affiliate data to identify who was actually driving conversions
Built a bridge between awareness and performance
3. VIP Program: Structured Top Creators onto Low-Cost Retainers
Built a VIP influencer tier from top-performing creators
Fast-tracked high-potential creators directly into VIP
Negotiated low-cost retainers and structured deliverables (£ for content)
Scaled The VIP Program
Expanded the VIP Structure across creators:
Fully briefed, performance-led content (hooks, angles, formats)
15+ creatives per month
<£90 average cost per video
Content designed specifically for Meta ads
Continuous Optimisation Loop
Weekly performance reviews with the client
Rapidly adapted:
Creator demographics (e.g. pivoted to male creators due to early results)
Messaging and hooks
Content formats
Ensured a fully reactive system driven by real-time ad performance
Key Results
2,700+ influencers seeded
4,500+ pieces of content generated
7M+ total impressions
15+ VIP creatives per month at <£90 average cost per video
55% reduction in creative testing costs
The Challenge
Expand beyond niche fitness audiences into mainstream, everyday consumers
Generate high volumes of ad-ready content without increasing costs
Identify which creators actually drive performance - not just engagement
Build a scalable system that evolves alongside paid media
Reduce reliance on expensive, one-off creator deals
Our Approach: Build a Performance-Led Influencer Engine with VIP at the Core
High-Volume Seeding to Build the Funnel
Launched with 500 seeded influencers in 2 weeks, rapidly building initial momentum
Scaled to 2,700+ creators seeded across the campaign
Used seeding as a testing layer to identify high-potential creators
2. Affiliate Layer to Track Performance
Converted top creators into affiliates to measure bottom-funnel impact
Used affiliate data to identify who was actually driving conversions
Built a bridge between awareness and performance
3. VIP Program: Structured Top Creators onto Low-Cost Retainers
Built a VIP influencer tier from top-performing creators
Fast-tracked high-potential creators directly into VIP
Negotiated low-cost retainers and structured deliverables (£ for content)
Scaled The VIP Program
Expanded the VIP Structure across creators:
Fully briefed, performance-led content (hooks, angles, formats)
15+ creatives per month
<£90 average cost per video
Content designed specifically for Meta ads
Continuous Optimisation Loop
Weekly performance reviews with the client
Rapidly adapted:
Creator demographics (e.g. pivoted to male creators due to early results)
Messaging and hooks
Content formats
Ensured a fully reactive system driven by real-time ad performance
Key Results
2,700+ influencers seeded
4,500+ pieces of content generated
7M+ total impressions
15+ VIP creatives per month at <£90 average cost per video
55% reduction in creative testing costs
The Results
Tagged Media So Far
Tagged Media So Far
4508
4508
Impressions
Impressions
7M+
7M+
Reduction in Cost for Creative
Reduction in Cost for Creative
55%
55%
Why It Worked
VIP as the core layer → Turned influencer into a scalable, repeatable system
Performance-led progression → Only top creators moved up the funnel
Low-cost, high-output model → Content volume without high spend
Constant iteration → Weekly optimisation based on real ad performance
Why It Worked
VIP as the core layer → Turned influencer into a scalable, repeatable system
Performance-led progression → Only top creators moved up the funnel
Low-cost, high-output model → Content volume without high spend
Constant iteration → Weekly optimisation based on real ad performance
Stop Wasting Spend. Start Driving Growth.
No more guesswork or wasted budgets. We take the risk out of influencer marketing: delivering reliable systems, authentic partnerships, and growth you can measure.
