In this episode, Cody and Taylor interview Jordan Bass, co-founder of HOP WTR. They discuss the challenges of launching a beverage brand during the COVID-19 pandemic and the importance of both direct-to-consumer (DTC) and retail channels. Jordan shares insights on utilizing influencers for both awareness and conversion, as well as the role of paid social media in driving retail activation. He also highlights the value of building a community and leveraging their input for product innovation. This episode is not one to miss, listen now! 

01:14 Connecting and Building a Community

02:00 Overview of HOP WTR

03:32 Challenges of Launching During COVID

04:29 Utilizing Paid Social and Influencers

08:13 Percentage of Marketing Spent on Influencer 

10:11 Marrying Influencer and Paid Social

12:29 Transition from DTC to Retail

16:45 Utilizing Whitelisting and Repurposing Content

20:29 Leveraging Influencers for Retail Majority Brands

24:50 Building a Micro Influencer Community

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Cody Twitter:

⁠⁠⁠https://twitter.com/cody_wittick?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠⁠

Taylor Twitter:

⁠⁠⁠https://twitter.com/taylorlagace?s=21&t=xmCYESA6Z2k180u_q-V2Hw⁠⁠