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"Favikon is the tool that allows me to be much more confident in my activations - and to democratize the work done around social media and influence internally, so we can build a digital culture across the entire company."
- William Mater, Social Media & Influence Manager, NutriDry
About William
Meet William Mater, Social Media & Influence Manager at NutriDry. William joined the company two months ago and built the entire influencer tracking and campaign structure from scratch, with no legacy system to rely on and multiple brands to manage simultaneously. In his first weeks, he already delivered a campaign with a 3× EMV return on investment, with a second major activation currently underway.
About NutriDry
NutriDry is a nutrition company specializing in freeze-dried food technology, operating across multiple brands targeting distinct audiences and use cases. From outdoor adventurers to professional athletes to emergency preparedness, NutriDry's products serve a wide range of communities - all connected by a common thread: high-performance, long-shelf-life nutrition.
Brands:
Voyageur Nutrition (Outdoor, Hiking, Trekking, Vanlife) | MX3 (Trail Running, Climbing, Alpine Sports) | Emergency Food (Crisis & Emergency Preparedness) | B2B (Collective Catering, Institutional)
ICP & Persona:
Outdoor & Adventure Enthusiasts | Endurance Athletes | Emergency Preparedness Communities | Military & Institutional Buyers | French Market (Primary) | International Expansion (Planned)
Before Favikon
Before William joined and restructured the program, NutriDry's influencer marketing lacked infrastructure and consistency:
• No tracking framework: Previous teams had access to Favikon but weren't using it effectively - there was no structured campaign tracking, no performance benchmarking, and no reporting to show ROI internally.
• Underutilized platform: The old version of Favikon had been in use, but the gap between versions meant the tool's full potential had never been unlocked.
• Difficulty justifying influencer investment internally: Without clear metrics like EMV, it was hard to communicate the value of influencer campaigns to company leadership unfamiliar with social media.
• No multi-brand organization: Managing four brands with different audiences, seasonal peaks, and activation types required a system - not ad hoc outreach.
After Favikon
William rebuilt the influencer program from the ground up using Favikon as the central operating layer across all four brands.
1/ Multi-Brand Creator Discovery
For each brand, William applies a tailored set of discovery criteria. For MX3, that means French-majority audiences (60–70%+ minimum), strong engagement rates (2–4%+), and creators active in trail running, climbing, and alpine sports. For Voyageur Nutrition, he targets emerging outdoor micro-influencers in hiking and trekking - profiles that are small today but have long-term ambassador potential for 2027.
Favikon's creator categorization (emerging, confirmed, established) helps William quickly assess whether a profile is a one-time activation or a long-term relationship worth investing in.
Result: Precise, audience-matched creator shortlists across 4 brands and multiple niches
2/ Authenticity & Audience Quality Vetting
In a market where follower counts are increasingly meaningless, William focuses on engagement rates and audience authenticity. Fake or ghost audiences are filtered out immediately - the focus is on real reach and genuine community trust.
Result: Higher-confidence activations with lower risk of wasted budget
3/ EMV Tracking to Justify Investment Internally
One of Favikon's most valuable contributions for NutriDry has been giving William a credible metric to present influencer performance in terms leadership can understand. By translating social media impact into an equivalent media value, William can build internal buy-in for influencer marketing as a legitimate channel.
Result: A shared language between the influence team and company leadership
4/ Campaign Structuring Across Brands
Since NutriDry's is currently only using one campaign, William created a folder system within that campaign to organize influencers by brand - keeping MX3, Voyageur, Emergency Food, and B2B activations structured and trackable from a single dashboard.
Result: Four brands managed in one platform with clear segmentation
Results
Since William integrated Favikon at NutriDry:
• 3× return on investment on the first major campaign - a Marathon des Sables activation, generating over 160,000 views on a single video.
• Sponsored content outperformed organic averages - rare in influencer marketing, achieved through strong editorial alignment and authentic product integration
• Already profitable at stage one of three on the current Marathon des Sables follow-up campaign, before the full activation is complete
• 1 influencer activation per week planned for April across the Voyageur Nutrition brand as outdoor season begins
• Target of 50 active creator profiles across all brands by end of 2026, with a long-term ambassador program planned for 2027
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