Marketing Strategies: Learn From Evan Johansen of Auri | PalletSide Chat Ep. 3

At just 22 years old, Evan Johansen is already a serial entrepreneur. He’s the mastermind behind Auri, a gummy company taking the internet by storm. In this PalletSide Chat, Johansen shares how he turned his mushroom gummy idea into a booming business. He proves your dreams can become tangible successes with hard work and clever marketing strategies.

In this blog post, we’ll look at some of the marketing techniques used by Johansen for his business. With this information, you can create a successful marketing campaign.

Market your Business like a Pro

The ad game can be tough, especially for smaller eCommerce brands. At first, the numbers could have been better for Auri on the ad side of things. However, Johansen was convinced that a little extra effort could pay off big time in terms of profitability. The keys to success were more content and improved user experience on their landing page. And guess what? Doubling down on those areas paid off, and now he’s seeing substantial ad profits. It shows that sometimes investing more upfront can lead to major rewards. Don’t give up on your ad strategy just yet – keep improving, and you never know where it might take you.

“I would rather take something that maybe isn’t the best idea and take bad action versus no action at all, because at least if you’re taking bad action, you’re figuring [it] out.” -Evan Johansen.

Social Media Strategies that Work

Being creative is key. Staying on top of trends and finding ways to adapt them to your brand can make all the difference in standing out from the crowd. One successful tactic Auri has been using lately is creating videos in the style of the popular social media platform TikTok, then sharing them across all our other channels. As an entrepreneur, being able to pivot and react quickly to changes or new challenges is crucial – and in the fast-paced world of social media, that means constantly coming up with fresh ideas and staying ahead of the curve. So, don’t be afraid to experiment and try new things.

In Johansen’s experience, higher ad spending often correlates with higher ROAS (return on ad spend) and better results overall. Plus, split testing allows for testing and improvement, like adding additional informational pages or trying out different ad styles. Ultimately, the key to success is constantly iterating and putting more effort into what’s already proven effective.

User-Generated Content

It’s no surprise that social media users are jumping on the UGC (user-generated content) bandwagon, creating content for brands and raking in cash. But as a brand, it’s essential to avoid getting caught up in the craze and overpay for UGC. Plus, don’t discount “lower-quality” content. Sometimes simplicity resonates more with social media users and can result in even higher engagement. Bottom line: stay grounded amidst all the UGC hype and focus on finding what works best for your brand.

“It’s all about pivoting, readjusting, and that’s the name of the game. When you’re an entrepreneur you need to be able to pivot very quickly.” -Evan Johansen.

Advertising Tactics to Control Ad Spend

Let’s face it, we live in the age of ad overload. With so many platforms and options for ad placement, it can be tempting to try and do a little bit of everything. But as Johansen wisely points out, it’s important to focus your efforts on the platforms yielding the best results. Constantly utilizing new ad channels may seem impressive, but they drain resources if they aren’t producing results. Instead, focus on maximizing your efforts and streamlining your ad strategy for maximum effectiveness. In the world of advertising, sometimes less is more.

The world of ad spending is constantly evolving, and it can be tempting to chase after the newest platform. Still, at the end of the day, a successful ad strategy rests on creativity and measurable results. As tempting as the potential for “arbitrage” may be on a platform like TikTok, it’s not worth investing in ad spending if there is no way to track conversions and ROI. Creativity is essential in grabbing attention and driving engagement, but it also needs to result in a direct return on investment. Sticking to this philosophy allows for a streamlined, successful ad strategy that consistently delivers results.

Social Media Advertising Tools

Tools like Facebook Ad Library and AdSpy make it easier than ever to peek behind the curtain and see what campaigns are performing well. Simply typing in a keyword can uncover a wealth of advertisements tailored to your interests. And for those interested in TikTok ads, PiPiADS offers estimates on ad spending and engagement metrics for added insight. So, the next time you need social media inspiration, turn to these tools for an inside look at what’s working for other brands.

“What I found with advertising, at least for us, is once you find what’s working, you have a test that you can then iterate off of.” -Alex Lewkowict. 

Flexible Fulfillment

The key to success in eCommerce is often speed and efficiency, and that’s where Auri has found a helpful ally in fulfillment partner ShipHero. Working together, they can quickly fulfill orders and keep cash flowing, even during periods of backorder. Backorders may sound like a negative for customers, but the truth is it’s a testament to the popularity and high demand for Auri’s excellent products. Automated emails ensure that customers are always kept in the loop, making for a seamless and stress-free shopping experience.

“Yeah, {ShipHero} has just been an absolute game changer for that {flexibility}, because if I was working with a different fulfillment company that was not flexible, we would not be able to do what we’re doing. It’s almost a foundation of it all.”  -Evan Johansen.

Thinking Outside the Box

Evan Johansen proves that your dreams can become a reality if you market them correctly. He also provides insight into how he identified his target market and controlled ad spending while still pumping out creative content. So, if you’re feeling lost in the world of marketing your business, take heart—Johansen has been there too. And he’s come out on top by never giving up and constantly innovating his strategy. So, what are you waiting for? Listen to the interview (and try some Auri gummies while you’re at it!)

So, what can you learn from Evan Johansen about marketing your startup? First and foremost, it’s important to be creative. You need to find a way to stand out from the crowd, which means thinking outside the box. Second, it’s essential to tweak your content until you find what works, don’t be afraid to experiment. The best campaigns are always evolving! 

Have any questions or comments? Let us know by emailing us at

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About the Hosts: As VP of marketing, Dan Van Meer is always on the go. From overseeing project management and data analytics, he has his hands in a little bit of everything. Most importantly, he ensures that all creative work – from graphic design to digital marketing – is high quality and on-brand. Co-host Alex Lewkowict is quite the renaissance man. He’s been an adolescent entrepreneur, successful CEO, and Founder of a men’s skincare line, and he created One23 Fulfillment. Did we mention he made the Forbes 30 under 30 list?


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