Azuna Influencers

How CelebExperts Transformed Azuna’s Digital Marketing Strategy

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Overview

CelebExperts built and executed a full-funnel influencer and celebrity marketing strategy that helped Azuna, a luxury, plant-based odor eliminator brand, scale to its one millionth order within six years of founding. Through a data-driven influencer ecosystem, strategic celebrity endorsements, and performance-focused creative, CelebExperts generated an immense revenue from organic code redemptions alongside exceptionally high ROAS from whitelisted paid content.

By leveraging deep expertise in influencer sourcing, talent negotiations, creator management, and high-performing campaign strategy, CelebExperts developed a scalable program aligned with Azuna’s evolving product pipeline, from the launch of its Pet Line to new scent rollouts, seasonal promotions, and major retail partnerships.

What began as a startup partnership focused on brand awareness and influencer experimentation evolved into a long-term, embedded marketing relationship. Over five years, CelebExperts helped transform Azuna from an emerging Buffalo-based startup into a nationally recognized household name across the United States.

To date, CelebExperts has contracted 100+ creators for Azuna and continues to scale the program as new product lines and categories are introduced

1. Strategic Influencer Research, Vetting & Talent Management

CelebExperts developed a proprietary influencer sourcing and evaluation framework grounded in performance, authenticity, and long-term brand alignment. Every creator was assessed using a combination of qualitative and quantitative metrics, including:

  • Audience demographic alignment
  • Engagement rate and engagement quality
  • Content authenticity and storytelling ability
  • Platform relevance (Instagram, TikTok, YouTube, Pinterest)
  • Historical brand partnership performance
  • Trend analysis and forward-looking content forecasting

End-to-End Influencer Management

CelebExperts fully managed the influencer lifecycle, including:

  • Influencer identification and vetting
  • Rate negotiations and contract execution
  • Creative concept development and pre-approval
  • FTC compliance and disclosure oversight
  • Content timelines and rapid-turn activations for launches and sales moments
  • In-depth post-campaign performance analysis
  • Renewal recommendations based on organic and paid performance

This infrastructure allowed Azuna to rapidly scale influencer campaigns, respond to urgent product pushes, and maintain consistent content output across seasonal and evergreen initiatives.

Pet Line Launch Case Study: Credibility-First Influencer Strategy

Breaking into the pet category was a major growth milestone for Azuna. The goal was to position the Pet Line as an odor eliminator powerful enough to tackle strong pet odors while addressing consumer concerns around ingredient safety.

Given Azuna’s tea tree oil–based gel formula, CelebExperts identified ingredient safety skepticism as a key barrier to conversion. To proactively combat misinformation, CelebExperts led with credible veterinary professionals as the foundation of the campaign.

Campaign Strategy

  • Contracted licensed veterinarians to provide professional education and reassurance
  • Showcased the product in real homes, clinics, and with the vets’ own pets
  • Layered in additional creator verticals after establishing trust

Creator Categories Activated

  • Veterinarians and animal health professionals
  • Pet owners
  • Pet lifestyle influencers
  • Pet-specific content creators
  • Creators with high-indexing “pet parent” audiences

Results

  • 1M+ organic views
  • Thousands of direct clicks to Azuna’s website
  • Strong post-launch sales velocity
  • Pet Line became one of Azuna’s most frequently repurchased products in subsequent months

2. Integrated Campaign Solutions Across Product Launches & Seasonal Moments

CelebExperts supported Azuna’s ongoing product evolution with customized influencer strategies for each scent, SKU, and promotional window, ensuring creative relevance and conversion efficiency year-round.

Product & Scent Launch Campaigns

As a creative-first agency with a performance lens, CelebExperts focused on driving organic engagement while capturing sensory-rich content optimized for paid amplification.

New & Improved Pumpkin Spice Scent

Creative Focus:

  • Fall home refresh routines
  • Non-toxic seasonal fragrance swaps
  • Cozy, aesthetic autumn visuals aligned with trending fall content

Creator Category Targeted:

  • “Fall Fanatics” known for seasonal décor, cozy recipes, and fall lifestyle content

Frasier Fir Scent

Creative Focus:

  • Holiday hosting and guest prep
  • Pet odor solutions during entertaining season
  • Winter housekeeping and décor trends

Creator Category Targeted:

  • Holiday decorators and festive home creators

Coco Riviera Scent

Creative Focus:

  • Everyday home freshness
  • Year-round use cases
  • Wellness-forward alternatives to traditional air fresheners

Promotional Sales & Retail Moments

For Black Friday, Cyber Monday, Spring Cleaning, and seasonal drops, CelebExperts activated creators to:

  • Drive urgency and limited-time offers
  • Highlight toxic-free home swaps
  • Reinforce Azuna as an everyday essential

3. High-Impact Creative Concepts Developed by CelebExperts

Beyond talent sourcing, CelebExperts consistently delivered scroll-stopping creative concepts rooted in cultural relevance, platform trends, and audience psychology.

Notable Campaign Concepts

  • Vets With Pets: Established instant credibility and trust for the Pet Line
  • Professional Cookie Artists: A 3D cookie replica of an Azuna product created viral, high-retention content
  • Collegiate NIL Athletes: Athletes from campuses where Azuna was sold in bookstores, launched on International Women in Sports Day
  • Buffalo Bills Game-Day Content: Tailgate and stadium-adjacent activations amplifying Azuna’s NFL sponsorship
  • Comedic Dating Creators: Humorous apartment-prep scenarios showcasing Azuna’s full product ecosystem
  • Gifting Campaigns: Holiday messaging and New Year wellness resets

4. Adapting to Algorithm & Platform Shifts

As social algorithms evolved, CelebExperts continuously optimized Azuna’s influencer strategy to maintain growth and discoverability.

Key adaptations included:

  • Updated creator briefs aligned with algorithm changes
  • Increased focus on fast hooks, storytelling, and UGC-style authenticity
  • Integration of ManyChat flows to increase traffic capture and conversion

CelebExperts also worked closely with Azuna’s paid media team to:

  • Identify top-converting hooks from whitelisted content
  • Capture modular footage optimized for ad editing
  • Negotiate additional hooks and variations for testing

5. Celebrity & Athlete Endorsements That Elevated Brand Credibility

Reality Television & Real Estate Vertical

To reach real estate professionals and position Azuna as an ideal closing gift for new homeowners, CelebExperts sourced and secured Heather Rae El Moussa of Selling Sunset.

With a social following of 4.2M+, Heather’s audience aligned with:

  • Real estate professionals
  • Homeowners
  • Wellness-focused consumers

The partnership coincided with heightened engagement as Heather prepared to launch a new HGTV project, resulting in standout performance and sustained visibility for Azuna.

Breakout NFL Athlete Activation

To expand mainstream awareness, CelebExperts capitalized on the viral rise of Tommy DeVito, one of the most talked-about quarterbacks of the 2023 NFL season.

CelebExperts:

  • Negotiated and activated the partnership in under one week
  • Built creative around Tommy’s viral family-first narrative
  • Produced content featuring Azuna integrated into his at-home lifestyle

Results

  • Over 1 million organic impressions
  • Multi-platform reach
  • High-performing testimonial-style content
  • Increased brand trust through authentic storytelling

Conclusion: A Fully Embedded Growth Partner

CelebExperts has become a core extension of Azuna’s marketing infrastructure, leading influencer strategy, managing talent operations, driving creative innovation, and securing high-impact celebrity endorsements.

Through:

  • Deep influencer research and vetting
  • Efficient contracting and activation
  • Performance-driven creative development
  • Seasonally relevant campaign planning
  • Adaptability to platform and algorithm shifts
  • Integration of conversion tools like ManyChat

CelebExperts has helped Azuna scale sustainably across core product lines, new launches, retail expansions, and major promotional moments, positioning the brand for continued long-term growth.