How a Vegan Egg Brand Partners Up With Influencers to Drive Traffic

Key Takeaways

Influencer partnerships are an integral part of JUST Egg’s organic Instagram strategy, with 29% of Instagram content featuring influencer collaborations. The brand executes the following tactics when partnering up with various influencers:

• Sponsored Cooking Show: JUST Egg partnered up with NBA athlete DeAndre Jordan to showcase his favourite JUST Egg recipe on his show called “Cooking Clean” which is available exclusively on PlayersTV. As part of the show, DeAndre invited food blogger Joanne Lee, who is widely known as “the Korean Vegan” on Instagram. 
• Testimonial Quotes: Jrue Holiday’s testimonial was featured on an Instagram post where he talks about how JUST Egg “allows [him] to push further as an athlete.” Testimonials are a great way to provide social proof and increase brand awareness. 
• Recipe Collaborations: JUST Egg partnered up with food bloggers, professional chefs, and athletes to share their favourite JUST Egg recipes and directed users to JUST Egg’s recipe page to drive traffic. 
• Affiliate Program: JUST Egg worked with a wide variety of influencers from lifestyle to chefs to promote their affiliate program where anyone can receive a code to gift free JUST Egg products to 3 of their friends.
  

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In 2020, it was reported that the vegan egg category is the fastest-growing plant-based category, outperforming plant-based meat (Beyond Meat) and milk substitutes (Oatly). In March 2021, the vegan egg brand, JUST Egg, sold the equivalent of 100 million eggs. 

JUST Egg is made out of a protein-rich legume called mung bean. The product has zero cholesterol and contains sustainable protein.

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Influencer partnerships are an integral part of JUST Egg’s organic Instagram strategy, with 29% of Instagram content featuring influencers.

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JUST Egg works with the following groups of influencers:

PlayersTV Collaboration

Influencer: DeAndre Jordan (Professional Athlete), 1.9M Followers‍

Sponsored Cooking Show. JUST partnered up with DeAndre Jordan, a professional NBA athlete and Olympic gold medalist to showcase his favourite JUST Egg recipe on his show “Cooking Clean”. DeAndre’s show is available exclusively on PlayersTV which is the first-ever athlete-owned media network. 
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As part of the show, DeAndre invited food blogger Joanne Lee who is widely known as “the Korean Vegan” on Instagram. Both Joanne and DeAndre have adopted a fully plant-based lifestyle. DeAndre went vegan in 2019 to help save the environment and live a more healthier lifestyle.

Result of Instagram Posts Featuring DeAndre:
2.8K Engagements
0.72% Avg. Engagement Rate

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Testimonial Quotes

Influencer: Jrue Holiday (Professional Athlete), 402K Followers

Athlete Ambassadors. As part of JUST Egg’s ambassador program, Jrue Holiday, along with DeAndre Jordan, were named the first professional athlete brand ambassadors. Jrue Holiday is a professional NBA player who is a point-guard for the Milwaukee Bucks.

Testimonial Quotes. JUST Egg featured Jrue’s testimonial in their Instagram post where he talks about how the JUST Egg product “allows [him] to push further as an athlete.”

Result of Instagram Post Featuring Jrue:
540 Engagements
0.28% Engagement Rate

Recipe Collaborations

Influencer: Matthew Kenney (Professional Chef), 101K Followers

Direct to Recipe Page. JUST Egg partnered with professional chef Matthew Kenney to share his Spring Scramble recipe. The organic Instagram post directed users to the recipe page on JUST Egg’s website for the full recipe. The recipe site gives credit to Matthew Kenney and directs to his official webpage to give credit to the chef.

Result of Instagram Post Featuring Matthew:
528 Engagements
0.27% Engagement Rate

Instagram Live Recipe Demos

Influencer: Matthew Kenney (Professional Chef), 101K Followers‍

Sponsored Instagram Live. Matthew Kenney hosted a live cooking session featuring the JUST Egg product to make a Spring Scramble. As part of this campaign, Matthew invited two other influencers — Jayde Nicole (1.9M Followers) who is a vegan food educator and Jonah Kest (155K Followers) who is a Nike-sponsored Yoga teacher.

Result of Instagram Live Post Featuring Matthew:
399 Engagements
0.21% Engagement Rate

Sponsored Blog Posts

Influencer: Rosalynn Daniels (Mommy Influencer), 23K Followers

Sponsored Influencer Blog Posts. JUST Egg partnered up with mom influencer Rosalynn Daniels to create a sponsored blog post featuring her vegetable pad thai recipe. The Instagram post directed users to her blog (rosalynndaniels.com) for the full recipe. The recipe featured the JUST Egg Folded product which is a frozen, toaster-ready egg dish.

Result of Instagram Post Featuring Rosalynn:
399 Engagements
0.21% Engagement Rate

Sponsored TikTok Video

Influencer: Tabitha Brown (Mom/Food Influencer & Actress), 3.7M Followers

TikTok Videos Receive High Engagement. JUST Egg’s Instagram video directed users to Tabitha’s full TikTok recipe video which received far more engagement compared to the Instagram post with just over 51K engagements (comments, likes, and shares). The video was published just in time for “Better Breakfast Month” which is every September.

Result of TikTok Video Featuring Tabitha:
51K Engagements
1.08% Engagement Rate

Affiliate Program

Influencer: Ashkan Hobian (Lifestyle Influencer), 92K Followers

Affiliate Codes. JUST Egg worked with a wide variety of influencers such as Ashkan to promote their affiliate program where anyone can receive a code to gift free JUST Egg products to 3 of their friends. Followers had to enter their phone number and email to receive the affiliate code.

Result of Instagram Post Featuring Ashkan:
1.3K Engagements
0.69% Engagement Rate

Other Affiliate Program Posts by Influencers:

Example:

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JUST Egg saw a +66% increase in site visits to the recipe page in 2021 compared to 2020 as they increased the number of influencer posts on Instagram from less than 1 to 3 per month.