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What is the FAB 5 Influencer Team? For the second year in a row, New Hope Network has recruited a “Fab 5” team of top influencers to help champion and amplify key themes at natural products events. Each Fab 5 team member represents a topical theme of importance, passion and innovation in the natural and organic products industry. The theme of each influencer aligns with Spark Change 2020 education themes and supports key product categories.

The Fab 5 team members and sponsors (as well as the topic theme) receive extraordinary exposure leading up to, during and after Spark Change 2020, as well as alignment with a key content category of focus as a thought leader.

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The Spark Change FAB 5 Influencer Team

THE ORGANIC ADVOCATE

Represents: Organic matters, better soil, sustainability, regenerative agriculture, better products for body, home and world

THE PLANET PROs

Represents: What we eat and buy has an impact on our environment, healthy planet, sustainability, regenerative ag, plant-based nutrition, whole-food nutrition

THE PARENT WITH PASSION

Represents: Health starts at home, young bodies and minds matter, power of connected community, growing a healthy future

THE WHOLE-HEALTH HERO

Represents: Holistic health, mind-body-soul work together, mental health, health is more than physical, mindfulness, intuition-driven

THE CONSCIOUS CONSUMER

Represents: Understanding what’s in our products, responsible sourcing, ingredient choices make a difference, quality matters, conscious consumerism

Sponsored by:

Influencer:

Influencer brand:

Influencer tag:

Themeexplanation:

Theme: ORGANIC SUSTAINABLENUTRITION

HEALTHY FAMILIES WHOLE-BODY HEALTH RESPONSIBLE SOURCING

@rachlmansfield @acouplecooks @fedandfit @chiefspicemama@charleschentv

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Theme: ORGANICTagline: THE ORGANIC ADVOCATE

Rachel Mansfield of RachL Mansfield

• 407K followers on Instagram• Cookbook author “Just the Good Stuff”• Blog, podcast and weekly newsletter• Mom, known for healthy substitutions and banana bread

Theme: SUSTAINABLE NUTRITIONTagline: THE PLANET PROS

Sonja & Alex of A Couple Cooks

• 95K followers on Instagram• Washington Post column “Voraciously: Plant Powered”• Cookbook ”Pretty Simple Cooking” named best vegetarian

cookbook by Epicurious and Food & Wine • Blog, podcast and weekly newsletter• Co-founder of Food & Wellness Equity Collective

Post inclusions of the FAB 5 Influencer Team for Spark Change 2020

Prior to Spark Change: Sponsor, New Hope and Influencer have intro call, introducing Influencer to the brand’s story and product line and sends sample line to influencer; all work together to concept video script. Influencer posts to IG stories about being on the Fab 5 Team and coming to Spark Change and tags sponsor using supplied hashtags. Dedicated email is sent by New Hope/Nat Prod Expo to all registrants highlighting the Fab 5 team members and the advocacy themes of importance.

During Spark Change: Each Fab 5 influencer films a short (~1-2 minute) video that is professionally edited by New Hope Network. Final video is then pushed out through the influencer’s social channels, sponsor’s social channels, as well as New Hope Network’s and Natural Product Expo’s email and social channels during theme-aligned weeks of Spark Change. Influencer posts video to her/his Instagram feed and tags sponsor using supplied hashtags.

During Closing Ceremony of Spark Change: Each Fab 5 influencer posts a final social media post of the full-length video to their IGTV channel and tags sponsor using supplied hashtags.

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2019 Fab 5 team video filming at sponsor’s booths

for for for

for for

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Sponsored by

Before Expo PostWithin 2 weeks of event, influencer announcesparticipation in Spark Change, reveals they are part of Fab 5 team, mentionand tag sponsor

Pre-Show IG Stories: Accounts Reached: 28,127Impressions:30,323___________

Pre-Show IG Feed:Accounts Reached:66,738Impressions: 131,497Total Engagements: 2,583

During Expo PostShare 1-minute Instagram edit during event, tag sponsor and @natprodexpo

During Expo Video Share: Accounts Reached: 177,045Impressions:216,672Total Engagements: 5,202

After Expo PostShare full-length video to IGTV within 2 weeks after event, tag sponsor and @natprodexpo

Post-Show IGTV:Total Views: 8,811Total Engagements: 405

Sample 2019 ROI (Return on Influence): Participating sponsors receive extraordinary social media exposure from influencer and New Hope/Natural Product Expo before, during and after event, receiving hundreds of new followers, and getting endorsement from a leading, mission-aligned top influencer.

Each of the 2019 Fab 5 videos received an average (across all inclusions, all channels, including New Hope’s, Nat Prod Expo’s, influencer’s and sponsor’s):

• 145,262 accounts reached

• 183,011 impressions

• 65,805 unique views

• 3,460 likes

• 567 comments

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In addition to the mass exposure received by the influencer partnership, New Hope Network and Natural Products Expo (Spark Change) provides to each Fab 5 sponsor:• Dedicated pre-event email to 70,000+ industry, buyers and exhibitors sharing Fab 5

Announcement, how sponsor and influencer represent theme of importance in the industry – this email has an unprecedented open rate of >60%

• Fab 5 team and sponsors shared in New Hope’s pre-Spark Change press release deployed to the national wire service and emailed to all of New Hope’s media list.

• Fab 5 team announcement article posted to newhope.com and shared in all of New Hope’s newsletters prior to Spark Change in excess of 200,000 total subscribers.

• Fab 5 team videos shown during Spark Change Closing Ceremony and celebration• Fab 5 team and sponsors shared on all of New Hope Network’s and Natural Products

Expo’s social media accounts prior to Spark Change• Dedicated email sent to all attendees, buyers and exhibitors during Spark Change,

sharing each of the Fab 5 videos and sponsors that were just filmed one day prior• 1-minute cut of each Fab 5 video shared to New Hope Network and Natural Products

Expo’s social media accounts during Spark Change• Full video shared to Nat Prod Expo’s IGTV account post-event

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