Interview with Kaylee Ostrominski - Plant People

Leveraging UGC with minisocial

Learn how Plant People used minisocial to increase their ROAS by 30% and drop their cost per add-to-cart in half—while significantly reducing time and money spent on UGC.

Kaylee Ostrominski is the Director of Marketing for Plant People, a plant-based supplement company, best known for their line of plant-based functional mushroom gummies. Based in Austin, TX, Plant People is sold nationwide in Whole Foods and Vitamin Shoppe.

Challenge

When Kaylee came on as Plant People’s Director of Marketing, she immediately saw a need for more native video content—but as a bootstrapped, five-person company, they didn’t have the budget or time to manage influencers. 

As Plant People was still discovering their product-market fit, Kaylee also found larger influencers to be a risky bet. “We wanted to expand our breadth and get our product in front of many different types of people—not just one person’s following, where it could totally miss.” 

Microinfluencers—with smaller, more engaged audiences—would all…