Aligned Growth Management

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The Challenge:
Heart & Soil, a supplement brand founded in 2020 by Dr. Paul Saladino, already had a cult following thanks to its unique organ-meat-based products and Paul’s influence as a prominent figure in the health space. But they came to Aligned Growth Management (AGM) with a new challenge: scale awareness beyond their niche and make organ-based supplements feel accessible to broader audiences.

Despite their loyal fanbase, they struggled to get traction on social – many influencers were hesitant to post about a product they didn’t fully understand and found intimidating.

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The Solution:
At first, the influencer seeding program faced resistance. Influencers weren’t always eager to receive supplements from an up-and-coming animal-based health brand. So, we adjusted our approach and started seeing much better results by doing a few key things:

We added thoughtful, easy-to-digest product education to our outreach messages to help creators understand what made the brand unique.
We optimized the landing page by testing approachable messaging and visuals
We let influencers know they could become part of the brand’s affiliate program after posting, giving them a clear incentive.
We focused more narrowly on niche communities already talking about holistic wellness like PCOS support groups, ancestral health circles, etc.
We kept in touch with creators after they received the product, asking how they were liking the supplements and encouraging real feedback.

Instead of blindly sending products to everyone on the internet, we built an intentional strategy – partnering with influencers who could genuinely speak to the benefits, bust myths, and start authentic conversations about the brand.

We also secured product-only partnerships with standout influencers like Mikayla Matthews from The Secret Life of Mormon Wives, helping stretch the brand’s reach without stretching their budget.

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