Influencer masterclass... how Conor Jaafari got his product into the hands of the Kardashians
Hey there,
This week’s newsletter is coming to you from sunny Gran Canaria!
On day one, we kicked things off with a welcome reception – drinks, canapés, and endless courses of paella (because one plate is never enough).
After that, we dove into some wine tasting, sampling a variety of wines from across the island – including a sweet dessert wine to finish.
To top off the first day, we had a six-course tasting menu – yes, six! – before heading to bed, ready for day two's packed schedule of workshops, fireside chats, and roundtables.
How Conor's lockdown project ended up on Keeping Up with the Kardashians
This time last week Becky sat down with Conor Jaafari , founder of? Cozy Crew Club on?DTC Live On Air!
We learned all about how his lockdown project ended up on everyone’s favourite show… Keeping Up With the Kardashians.
Let’s just say it's all about persistence, patience and sliding into the right DMs.
Influencer marketing that’s done right can transform your brand.
So let’s get into how Conor turned influencers into true brand advocates – without ever paying for a post.
Conor’s influencer strategy started in the DMs.?
“I’d send Mrs Hinch a message, un-send it, and resend it just to keep it at the top of her inbox..."
While this might sound bold, it’s all about staying visible in a way that feels genuine.
When any influencer did open his messages, the approach was simple – influencers are people first so keep the messages human and not salesy:
Next, you need to show?influencers that you care about them as people, not just as platforms.
“We’ve never paid for a partnership. We want them to share because they genuinely love the product, not because they’re paid to.”
Thoughtful personalisation can turn gifting into a memorable experience, for example:
Getting your product in front of a Kardashian isn’t easy, but Conor didn’t let that stop him.
When his DMs and emails to Kourtney’s team went unanswered, he got creative.?
“I reached out to Travis Barker’s assistant instead. That’s how I got my foot in the door..."
Six months later, Cozy Crew Club ’s blanket appeared on The Kardashians.
Don’t give up after one no – or even ten. Explore alternate routes and think outside the box.
It’s not about follower count. Cozy Crew Club has worked with influencers of all sizes, from micro to celebrity-level.?
“You need to look beyond the numbers. An influencer with 20k followers but strong audience trust can drive more sales than someone with millions. We’ve had some of our best sales days thanks to micro influencers. They might have fewer followers, but their trust levels are through the roof..."
How do you know if an influencer is the right fit? Ask yourself the following questions:?
Conor’s key takeaway????Long-term relationships > One-off posts
“It’s not just about one post. We send gifts for milestones like a baby’s first birthday or during Christmas. It keeps the relationship alive.”
Treat influencers like part of your community to create loyal advocates who are excited to keep sharing your brand. Prioritise quality over quantity.
A smaller, engaged audience is far more powerful than a huge, disconnected one.
So just remember to make your first DM count, focus on the emotional touches and play the long game.?
Want to hear Conor’s full story??
Catch the?DTC Live On Air?replay?here.
Only FIVE spots left to boost your AOV and conversion rates in 2025!
We’re excited to invite you to our upcoming?FREE one-day Learning Labs workshop – a focused session designed to give you practical strategies to boost your average order value (AOV) and increase conversion rates this year.
领英推荐
Here are all the details and how you can snap up one of those last few spots:
Where?
???The Playhouse, just a short walk from London Bridge and Borough Market!
When?
?? ?13th February 2025 ? 9:30 AM - 3:00 PM (with networking drinks to follow)
What’s on the agenda?
We’ve only got 5 spaces left... secure yours here.
Stop guessing and start winning... Quick insights from our CRO team
We often see businesses relying on flashy banners, big discounts, or pure guesswork to drive conversions. While these might offer quick wins, they rarely deliver lasting results.
Here’s what really works:
1. Research beats assumptions Imagine you assume your customers want free shipping, but through surveys and heat maps, you discover they’re more concerned about delivery speed.
By addressing their true concerns, like offering express delivery options, you can create a stronger connection and improve conversions.
2. Experimentation drives clarity Think of a brand running a ‘20% off’ banner on the homepage. Instead of assuming it’s effective, they A/B test it against a banner promoting a free gift with purchase.
The results might reveal the free gift has a higher conversion rate, changing their entire discounting strategy.
3. Data fuels strategy A company selling skincare products shifts from instinctive cross-sells ("Buy moisturiser with cleanser!") to analysing buying patterns.
The data reveals that customers frequently buy toner with cleanser, so they optimise their bundles and see a 15% increase in average order value.
The key is moving away from instinct and guesswork and instead making informed decisions grounded in strategy.
By focusing on research, testing, and data, you’ll create a seamless customer experience and boost conversions in ways that last.
Your customers – and your bottom line – will thank you!
DTC Live London: New venue alert!
DTC Live London is back and bigger than ever!
Mark your calendars for?March 13th, because you won’t want to miss this...
Where?
???The Fable 52 Holborn Viaduct, City of London, EC1A 2BN
When?
???10:30 AM - 4:00 PM ?(Followed by networking drinks!)
If you’re part of the e-commerce and retail world, this is your chance to connect with top industry leaders, tech platforms, and ambitious brand owners – all in one place.
Why should you come?
? Learn from world-class technology platforms and service providers who’ve got the tools and tips to take your brand to the next level.
? Be part of the 2023 FlameNCo Ecom Award-winning ‘Best E-Commerce Event’. Now held in Manchester and New York, it all started right here in London!
This is THE place to network, learn, and grow alongside the very best in the business. If you’re serious about scaling your brand in 2024, you need to be here.
??Come for the insights, stay for the connections, and leave with a game plan to scale your DTC!
Get your early bird ticket here... once they're gone, they're gone!
That's it for this week!
Thank you for reading :)
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We'll be back with more growth strategies and insights for eCom and tech brands next week.