The Brief
Cureforever, a new-age wellness brand, wanted to build excitement around their upcoming product launch. They needed genuine buzz and early adopters—but without blowing their influencer marketing budget on just 1–2 big names.
The Strategy
Instead of going all-in on a few macro creators, Cureforever flipped the script:
They allocated 50% of their influencer budget to nano creators with under 3,000 followers—prioritizing those with healthy reach and high engagement over follower counts.
Alongside one well-known wellness creator who anchored the campaign, 100 small creators purchased the products themselves and created authentic, lifestyle-driven content about their experiences.
Insights and Takeaways
This seed campaign created a ripple effect: audiences saw real people genuinely excited about the launch—before it was even officially out.
The big creator brought broad visibility
The 30 nano creators brought trust, excitement, and community chatter
Their content felt personal, not sponsored, sparking organic curiosity and early sign-ups
Cureforever successfully turned micro enthusiasm into macro momentum—proving that hype is built bottom-up, not top-down.
Why This Matters
By investing half their budget into the smallest voices, Cureforever showed that authenticity scales faster than polish. Instead of relying on a few expensive creators, they sparked buzz through many trusted, everyday voices, proving that audience trust matters more than follower count when building launch momentum.
