Jel Sert is the leading producer of powdered drink mixes, including their very own SinglestoGo, Wyler’s Light, Pure Kick, and Super C brands as well as licensed collaborations with Sonic, Skittles, Sunkist, Margaritaville, and many more! The Jel Sert team approached Zeroto1 as a growth partner for their SingestoGo product umbrella with the goal of owning market share around #WaterTok conversations and other emerging social trends. With a clear mission, Zeroto1 turned to the most powerful and mature influencer-affiliate marketing network in the world: Amazon.
The Jel Sert team had already laid the groundwork for their SinglestoGo brand on Amazon - the team had invested into building a branded storefront with eye-catching content and multimedia assets supporting their product pages. They also had an efficient Amazon Ads strategy in place supporting top-five placements when shoppers queried general “drink mix” and “powdered drink mix” search strings, but… the brand’s channel strategy ended there. The Jel Sert team was laser-focused on winning the category within Amazon, convinced the halo effect would have a net-positive impact on retail and DTC sales. Jel Sert knew that influencers had to be part of the next phase of investments, but they didn’t know where to start. Enter: Zeroto1.co…
Zeroto1 partnered with Jel Sert to launch their social commerce strategy on Amazon. We identified a phased approach that would support a full-funnel play for all of the SKUs under the SinglestoGo umbrella on Amazon. For the first sprint, our team focused on standing up a SinglestoGo campaign with Amazon Creator Connections, allowing us to build the campaign, design an offer strategy, and test our performance-based offer in just two short weeks. With early interest in place and positive signal around program performance, our team was then able to secure deeper investment in both Amazon Creator Connection budgets and layer on Levanta’s Amazon affiliate marketplace. Levanta allowed our team to scale recruitment efforts and to build a wider network of Amazon affiliates (inclusive of publishers, networks, and buyers) supporting the SinglestoGo campaign.
Zeroto1’s management of the Amazon Affiliate campaign includes regular prospecting, recruitment messaging, negotiations, product seeding, onboarding, and follow-ups focused on forging deeper partnerships and optimizing our engagement rate from within the community. We’re just getting started but here are our key results from the program’s launch!
When it comes to sharing product links, Amazon Affiliates are allowed to use a wide variety of distribution strategies. By design, Amazon is channel agnostic. As a result, Zeroto1 went wide with these early tests, leaning on an even mix of publishers, networks, and individual influencers across social platforms within the launch period. Media and social reporting from Amazon is rather opaque. Without third-party attribution reporting in place, earned media value has been a gap in our reporting and, as a result, has not been a metric we measure success against — but the program’s impact on the top-of-funnel awareness has been undeniable. We saw hundreds of pieces of content posted across:
Even without the program’s EMV impact layered in, the nascent SinglestoGo Amazon Affiliate program achieved profitability against both fixed and variable costs in well under six-weeks. With continued scale, the program’s impact on both top-of-funnel awareness and sales will compound month-over-month as more affiliates are brought into the community. We expect ROAS to climb and CPAs to fall as Zeroto1 continues to grow the channel and optimize the community for engagement.
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