Trojan horse: Influencer Marketing Strategy

Back in 2015, when Mike Salguero set out to buy some grass-fed beef for himself and his wife, he had to meet a farmer in a parking lot, who handed him the beef in a trash bag. Naturally, Mike figured there had to be a better way. At the time, he was running a company that was slowly cratering, and he didn’t know the first thing about sourcing or packaging meat. But he had a hunch that if he could figure it out, he could build a successful home subscription business, shipping humanely-raised meat across the country. Mike connected with farmers and packers, launched a Kickstarter campaign, and began working with food and fitness influencers to promote ButcherBox. Today, without taking on a shred of VC investment or even a bank loan, the company does roughly half a billion dollars in revenue.  

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