Business
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...