Whitney Simmons and Thrive Market Collab
The influencer/ brand duo that I am choosing is Whitney Simmons (@whitneyysimmons) and Thrive Market. Thrive Market is a $5/ month online market that gives access to healthy products that can be delivered to your door. Their mission is “to make healthy living easy and affordable for everyone.” They sell everything you can find at a typical grocery store from food to pet food to cosmetics and paper products.
The influencer I chose to partner with at Thrive Market is Whitney Simmons. Whitney Simmons is a fitness/lifestyle influencer that has over 3.2 million followers on Instagram, 2.05 million subscribers on YouTube, and over 163k followers on TikTok.
She posts anything from daily workouts to monthly favorites to what she eats in a day (my personal favorite videos). She already is an influencer for brands such as Gymshark (an athletic clothing company), AlaniNe (a supplement/ energy drink company), Tarte Beauty (she created a makeup palette), and Toluca Swim (she is also the co-founder of this company). She also posts Instagram stories about being positive and saying “It’s a beautiful day to be alive” which is one of her trademark statements. She also has two beautiful puppies that she loves and often features in her posts and videos.
If over-saturation of brands is a concern, she definitely does not over-saturate her posts with her brand partnerships. For example, she will wear Gymshark (and tag them) in her workout videos, but her caption will not advertise for the company. Great product placement if you ask me. She also had the opportunity to create her own line of clothes at GymShark not once but twice and they both sold out! People and brands also trust Whitney Simmons. She wouldn’t continue to grow and have partnership opportunities with big brands such as Gymshark and Tarte if her followers didn’t trust her.
Whitney Simmons even created an app called “Alive” which has over 10,000 downloads, a 4.9 rating, and over 17,000 reviews from the App Store. People who are willing to download and follow Whitney’s workouts must trust her capabilities to make them healthier.
The reason why I chose this brand/influencer duo is that they follow the 3 R’s of social media: Relevance, Reach, and Resonance. Thrive would be perfect to feature in Whitney Simmon's “what I eat in a day” videos and her “favorites” videos. Whitney is all about living a healthy lifestyle and so is Thrive Market. I am very oversaturated with influencers promoting HelloFresh on YouTube and Instagram so this would be a good break in my (and I’m sure others) feed. Whitney often shares a lot of recipes in her videos and she can share that she got all of the ingredients for the recipe from Thrive market. She could even share a link for her followers to save 20% off or get a free month of membership! Many times brands will give a commission to the influencer when their followers buy their product from a specific link.
Thrive would benefit by attracting her followers to subscribe to their grocery membership and Whitney Simmons would benefit from the commission and brand deal. The reason why I know many of her followers would be attracted to Thrive market is that Whitney Simmons is all about convenience and ease. She likes making recipes that are quick and accessible. The workouts from her app “Alive” show you step by step the exercises and you can do them from home or at the gym. Again, she is all about making things easy.
Overall this partnership is a mutually beneficial one and it would increase both Whitney Simmons and Thrive Market’s engagement and revenue.