ProductWind raises $1.67M to connect your brand with hundreds of influencers – TechCrunch

Some massive manufacturers spend thousands and thousands of {dollars} on advertising and marketing every year and should solely drive hundreds of {dollars} in gross sales consequently. At the identical time, influencers are steering hundreds, and even thousands and thousands, of their followers to sure manufacturers.
ProductWind goals to connect manufacturers with influencers in a single click on. The firm is constructing a platform to allow manufacturers to launch influencer advertising and marketing campaigns. Today, it introduced $1.67 million in seed funding led by Early Light Ventures.
Co-founder and CEO Jason Kowalski is acquainted with the advertising and marketing challenges going through manufacturers. He was constructing Amazon’s self-service advertising and marketing platform and noticed the disconnect between advertising and marketing and gross sales.
“We need manufacturers to are available in and have 100 or 200 influencers working with them,” he mentioned. “Before, you would possibly go on a platform and type by a listing of influencers and discover them, however not know who would drive gross sales one of the best. It was principally on the high of the funnel relatively than the underside.”

Kowalski introduced in former Uber engineer Tom Hirschfeld as his co-founder, and collectively, utilized automation and different proprietary know-how to a database of influencers in order that manufacturers can be a part of the ProductWind platform, describe what they need to obtain and arrange a 100-influencer marketing campaign inside minutes versus the normal weeks.
On the influencer facet, they’ve their very own platform and obtain notifications when manufacturers need to work with them. Rather than the outdated method of calling and texting with a brand, the influencer can see a listing of obtainable sponsorships, apply and get authorised. They should buy merchandise on-line, or arrange to obtain them, and combine with social media. ProductWind displays when the posts seem after which pays the influencer by the platform.
As a outcome, ProductWind is ready to generate higher return on funding, for instance, boosting a product from web page 5 to web page 1 on Amazon, as a result of the platform creates a flywheel impact: the extra worth created brings in additional gross sales and extra influencers becoming a member of the marketing campaign, Hirschfeld mentioned.
For the corporate’s first 18 months, Kowalski and Hirschfeld bootstrapped the corporate, which was worthwhile from the primary day, Kowalski mentioned. During this era, income elevated 10 instances. The new funding shall be invested in hiring extra know-how and gross sales staff to be a part of ProductWind’s 15-person workforce.
“Profitability is essential for us as a result of we’re producing massive campaigns,” Kowalski added. “We are driving advertising and marketing and gross sales, and we wish to be the subsequent paradigm shifter.”
Early Light principal Mike Leffer mentioned the corporate’s profitability got here consequently of not solely Kowalski and Hirschfeld being scrappy, but in addition due to Kowalski attracting some of ProductWind’s early clients by strolling by a commerce flooring and speaking to firms even earlier than there was a completed product.
The establishment in influencer advertising and marketing is gradual, however ProductWind is ready to unlock influencer gross sales predictions. When talking to clients and potential clients, Leffer mentioned they have been already seeing worth and ROI. On the influencer facet, the corporate is ready to democratize entry to the creator economic system in order that the alternatives aren’t simply restricted to professionals, he added.
“The firm was in the precise place on the proper time and bootstrapped from nothing to quite a bit of income,” Leffer mentioned. “They come across a necessity out there the place manufacturers are knocking on their door to launch campaigns after which an area for the creator economic system the place anybody will be an influencer.”
Meanwhile, because the e-commerce aggregator market continues to warmth up, the U.S. e-commerce trade is on observe for its first $1 trillion 12 months by 2022. At the identical time, advertising and marketing channels are getting costly: Amazon advert prices are up 30% for the reason that starting of the 12 months.
Joining Early Light Ventures within the spherical was Ben Narasin, who not too long ago spun out of NEA to launch Tenacity Fund, and Broom Ventures.
Narasin says the influencer market is large and considers ProductWind the “DoubleClick of influencer advertising and marketing.” He defined through e mail that the corporate reminds him of what he noticed in the course of the begin of the web within the early Nineteen Nineties when DoubleClick allowed manufacturers to combination related websites throughout a various and cluttered panorama with one relationship. Similarly, “ProductWind does that for the ‘wild west’ of influencer advertising and marketing,” he added.

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