Harney & Sons Agentic Influencer Campaigns: 34% Reply Rates

I've seen countless brands blast generic "We love your content!" emails to influencers, hoping something sticks. America’s beloved tea brand Harney & Sons has completely flipped the script on influencer marketing by letting AI agents run their campaigns—and they're getting a mind-blowing 34% reply rate. How are they doing that?

Goodbye Templates, Hello Genuine Connections

Let's be honest: traditional influencer outreach is a headache. You spend hours searching for creators using broad keywords, then send them all the same templated email. It feels artificial, and influencers can smell it a mile away.

In contrast, Harney & Sons leverages an AI-powered semantic matching and hyper-personalization from aigencia’s influencer AI agents and collabs.io working together handling everything from finding the right influencers to shipping products without anyone on their team lifting a finger.

Watch how these AI agents are working with each other to run influencer campaigns. Start to finish without human intervention.

aigencia utilizes advanced "vector embeddings," turning both brand identities and creator content into unique mathematical fingerprints. This allows Harney & Sons to deeply align with influencers based on shared values, styles, and audience compatibility rather than superficial keyword matches.

Learn more about semantic vibe match with vector embeddings here

The brand research agent digs through Harney's website, social profiles, and customer reviews to understand what makes them special. Then a matchmaker agent identifies compatible influencers and scores them with detailed match reports, a personalization agent crafts individualized messages, an outreach agent handles emails, and a fulfillment agent even ships the tea automatically when creators say yes.

The Secret Sauce: Understanding the Brand's Soul

What really caught my attention was how deeply the system understands Harney & Sons as a brand. It's not just collecting keywords, it's capturing their essence.

The AI knows that Harney & Sons isn't just selling tea; they're offering a sophisticated yet approachable luxury experience with sustainability at its core. It recognizes their pride in sourcing 300+ premium teas globally and their commitments to initiatives like 1% for the Planet.

This level of brand understanding means they're not just finding influencers who mention "tea" in their bios. They're connecting with creators who genuinely embrace mindfulness, appreciate craftsmanship, value sustainability, and engage in authentic storytelling, even if they've never explicitly mentioned tea before.

Finding Perfect Matches Through Digital Fingerprints

After the initial vector vibe match identifies a creator, they get analyzed across multiple dimensions:

• Does their content naturally align with Harney's values?

• Is their audience similar to Harney's target customers?

• Do they communicate in a compatible tone and style?

• Is there anything in their content that might pose brand safety issues?

The system literally examines a creator's last 25 Instagram posts in real-time before deciding if they're a good fit. It's like having your most detail-oriented team member vetting every potential partnership, except it never needs sleep or gets distracted.

Outreach That Doesn't Feel Robotic

Here's where things get really impressive. The personalization agent doesn't just swap in the influencer's name at the top of a template. It studies specific posts that resonate with Harney's brand values and references them directly.

Outreach emails like " ..absolutely love your cozy, pink aesthetic and dedication to self-care routines." or “Your recent post about the dreamy homemade cinnamon rolls caught our attention, and we couldn’t help but think how perfectly it aligns with our brand’s focus on gourmet experiences.”

The responses from creators tell the story:

wrote one creator after receiving her personalized outreach.

Another replied, "Thank you so much for your kind message and for taking the time to connect! I truly appreciate your words and am honored that my content resonated with your mission."

These don't sound like responses to automated messages, they sound like the beginning of authentic partnerships.

Numbers Don't Lie

The system sends these personalized emails through collabs.io's high-reputation email domain, achieving open rates above 80% and reply rates as high as 34%. For anyone who's run influencer campaigns before, those numbers are nothing short of extraordinary.

When creators agree to collaborate, the system automatically ships products through Harney's Shopify store, tracks shipping status, and monitors campaign deliverables.

Harney & Sons is now able to run multiple campaigns simultaneously without piling more work on their marketing team. The agents work 24/7, finding new matches and nurturing relationships while the human team focuses on strategy and creativity.

What's Next on the Horizon

This automation is just the beginning. The video content that is the output of these influencer campaigns will be picked up by aigencia’s Scene Prep Aigents and those scenes will be used by the AdMaker Aigents to complete the full circle.

It's a glimpse into the future of marketing, where brands that embrace AI agents gain a massive competitive advantage in both efficiency and effectiveness.

After seeing Harney & Sons' results, I'm convinced: the future of influencer marketing isn't just about finding people with large followings. It's about creating genuine connections at scale, something that's now possible through the intelligent orchestration of AI agents who understand your brand's true essence.

Want to run agentic influencer campaigns for your brand? DM Bora on LinkedIn for access to aigencia.