A Family-Owned Supplement Brand: 10,000 Referrals Powered by 27 Micro-Influencers

Nestled in Romania, Nutriland is a family-owned business built around helping people live healthier. What started as a small, passionate venture is now one of Romania’s biggest retailers of sports supplements, fitness accessories, and wellness products.

Founders Irina and her husband built the brand on quality, carefully choosing every supplement and accessory to meet high standards and deliver real benefits to customers.

That focus on quality gave Nutriland a strong product to sell. The harder question was how to get it in front of new customers.

How did a small family brand compete in a crowded supplement market?

As a young, family-owned brand, Nutriland faced a tough challenge breaking into a highly competitive supplement market. With tight profit margins, it had to grow without raising operational costs.

Irina saw influencer marketing as the cost-effective way to expand reach. Rather than chasing large, expensive influencers, she focused on micro-influencers, many of whom already used Nutriland’s products in their own fitness routines.

Their authentic endorsements built trust within their communities. The approach worked: just 27 partners would go on to generate over 10,000 referrals.

How did UpPromote replace Nutriland’s manual tracking?

In the early days, Irina ran everything by hand. She tracked each influencer’s performance, calculated commissions, and kept tabs on referrals herself, which left little energy for the rest of the business.

She needed a better way, and found UpPromote. Its automatic tracking took over managing influencer performance and payments, freeing her from hours of manual calculations.

I usually stay with the affiliates during onboarding, and since the platform is so simple, it makes my job so much easier… I’ve had zero issues with it. UpPromote is a very good application

Irina, co-founder of Nutriland

With the admin work handled, Irina could put her time back into growing the partnerships themselves.

How do Nutriland’s micro-influencers promote with coupon codes?

Coupon codes are the engine of Nutriland’s micro-influencer program, backed by rewards designed to keep partners loyal.

Auto-generated 10% discount codes

Coupon codes are the most effective way for Nutriland’s micro-influencers to promote, letting them connect with followers and encourage purchases with a small discount.

With UpPromote, Nutriland creates 10% discount codes and generates a unique one automatically each time a new influencer joins.

For example, fitness micro-influencer Alex Muresan shared the benefits of creatine with his Instagram followers, along with his exclusive code “Musty10.”

Reward influencers with store credit and bonuses

Rather than cash, Nutriland pays influencers a 5% commission as store credit whenever a customer uses their code. Influencers redeem that credit for Nutriland products instead of withdrawing cash.

The arrangement benefits both sides. Influencers get the products they already love at a discount, while Nutriland keeps rewards in the store, driving repeat purchases and loyalty.

On top of that, Nutriland offers bonuses for strong performers. Using UpPromote to set clear goals, every influencer who reaches 25 referrals earns a 300 lei reward.

Together, exclusive codes and rewards helped 27 micro-influencers generate over 10,000 referrals.

How does Nutriland build strong relationships with its influencers?

For Nutriland, communication is the foundation of every partnership. Through UpPromote, the brand stays in close contact with their micro-influencers via direct chat and email.

That makes it easy to notify influencers about program updates, promotions, and new deals, while influencers can quickly reach out with questions or challenges.

Nutriland also helps partners create high-quality promotional content. They has worked especially closely with one of their top influencers, Robert.

We’re talking every day and creating a lot of marketing materials with him – many video promotions and also commercials for certain brands we sell

Irina, co-founder of Nutriland

That daily collaboration turns a single influencer relationship into a steady stream of content for the brand.

What results has Nutriland achieved?

For a family-owned brand watching every euro, the micro-influencer program delivered outsized returns.

Nutriland’s partnerships generated €400,000 in revenue and over 10,000 referrals, all from just 27 micro-influencers.

Looking ahead, Nutriland plans to recruit more micro-influencers to expand its reach and boost sales.

UpPromote is easy to use and very user-friendly, which is a big plus.

Irina, co-founder of Nutriland

For Nutriland, a lean program built on the right partners and the right tools proved that scale isn’t only about the size of your network.