Retailers are increasingly capitalising on creator-generated content, experiencing notable returns on their investments through varied formats like mini-series and unboxing videos. Industry giants such as Aerie, Gap Inc., Ugg, Target, and Kohl’s have launched new creator programmes to bolster consumer engagement and drive sales. This growing interest in creator collaborations is supported by data from CreatorIQ’s global report, which found that nearly 50% of brands achieve threefold or higher returns on investment through creator content. Additionally, brands’ budgets for creators rose 33% year over year, and by 2027, U.S. brands are projected to spend $13.7 billion on influencer marketing, according to eMarketer.
Favourite Daughter’s Creator Success
Favourite Daughter, a women’s clothing brand established by Erin and Sara Foster, leverages creator-driven content to fuel its growth. With Laura Galvan as their social-media head and public face, she creates multiple weekly videos that have generated significant audience engagement. Initially, Galvan was not intended to be a public figure, but the unexpected pivot has been rewarding for the brand, as noted by Jennifer Stender Hawkins, Executive Vice President of Favourite Daughter and its partner Centric Brands.
For the brand’s National Daughters Day event on 25 September, Favourite Daughter involved creators early to amplify their presence and ensure a successful campaign. On the event day, about 25 creators with smaller but engaged audiences participated, contributing to double sales from last year, reaching $2 million. The brand remains committed to authentic creator partnerships, emphasising genuine brand loyalty, according to Sara Foster.
SharkNinja’s Creator Strategy
SharkNinja, known for its appliances, sees creators as a “magic sauce,” aiding in its narrative and community building, states Michelle Crossan-Matos, the Chief Brand and Experience Officer. Unique content related to their products, such as vacuum cleaners and kitchen appliances, including the Ninja Creami, has garnered substantial views and interactions, racking up one billion impressions last year for a specific product.
The company develops tailored creator plans for each of its 25 annual product launches, carefully matching creators to products based on their potential impact. SharkNinja also operates a writers’ room to rapidly adapt and optimise social media content creation strategies, ensuring they tap into viral trends effectively.
Bob’s Discount Furniture’s Innovative Approach
Facing challenges in the furniture sector, Bob’s Discount Furniture is harnessing creator content to spur growth, reporting a 24% increase in e-commerce. Last year, Bob’s produced a shoppable series, “Til Decor Do Us Part,” featuring everyday couples, amassing over 200 million views and $9 million in sales. For its second season, Bob’s shifted to partnering with creators with large audiences to enhance organic reach.
This strategic change, despite initial reservations from Chief Marketing Officer Stephen Nesle, resulted in a 50% increase in organic engagement compared to the previous season. The collaboration of creators with influencers is part of Bob’s broader strategy, acknowledging that although the brand remains largely undervalued, both creators and influencers play crucial roles in unlocking its potential.
Reporting based on coverage first published by modernretail.co.