Spreadsheet to accompany product 9B21A006.

Drop Technologies Inc. was a major success in the Toronto, Ontario, Canada technology community. Having raised its initial pre-seed funding with only a slide deck, it grew to become a popular loyalty mobile application across North America. In 2017, the company was featured in LinkedIn’s top 25 start-ups in Canada, and it closed CA$58 million in a series B funding round. In 2018, the marketing manager had to decide which marketing channel was most effective based on the goals of the company. Traditionally, Drop Technologies Inc. used paid social advertising and referrals to generate user growth. However, the rise of influencer marketing was on the marketing manager’s radar, who had previously tested this channel, but had yet to decide whether or not to allocate more of the marketing budget to it. While this channel had many potential benefits, it was still a new concept and held many potential risks.