New Blog: How to Nail Your Father’s Day Marketing with Influencers
Eternal Water is a premium bottled water brand based in Redding, CA. The brand began working with creators in 2020, but the program scaled significantly in 2022 when Audrey Donaldson joined as Director of Influencers.
Each month, Audrey seeds product to about 200 creators—no strings attached. When creators post standout content, they’re invited into a core group that receives monthly shipments and opportunities for paid campaigns—a key driver of long-term engagement.
With no ecommerce channel, the program is focused on driving retail visibility. Every creator partnership is designed to build brand recognition and keep Eternal Water top of mind for in-store shoppers.
No system. No structure. No way to scale.
When Audrey joined, Eternal Water was doing what she describes as “spray and pray” gifting—sending out product with little follow-up or strategic tracking. The brand saw the potential in creators but had no system in place to run a program at scale.
The biggest challenges included:
Audrey’s first move was to cut the roster down to 100 active creators and rebuild from the ground up—with GRIN as the backbone.
Our program wouldn’t work without GRIN. With hundreds of active creators, there’s just no way to manage those relationships or track performance at this scale without it.
Audrey donaldson
Director of Influencers for Eternal Water
One platform, one end user, and unlimited growth potential
With GRIN powering every part of the program, Audrey was able to do the work of an entire influencer team—on her own, and at scale.
She relied on GRIN to:
With hundreds of creators and only one person managing them, GRIN’s email sequencing helped Audrey to reach out to prospects and stay connected with core partners—without losing the personal touch.
Audrey manages around 700 product orders a month through GRIN’s Shopify integration. The streamlined process saves hours on logistics and lets her focus on strategy and creator relationships.
Audrey runs up to eight campaigns at once. From monthly seeding initiatives to special paid campaigns, GRIN’s Activations workflow keeps everything clearly organized, so she can track progress, stay focused, and always know what’s happening, where.
GRIN’s Report Builder helps Audrey identify top-performing creators, evaluate individual campaigns, and measure overall impact—all critical to helping her refine her strategy and scale with confidence.
Hundreds of loyal creators and millions of eyeballs
Audrey used GRIN to build a highly structured, scalable creator program. But the tools alone aren’t what made it successful—the ability to build and maintain genuine relationships with every creator is what truly sets GRIN apart.
GRIN helps Audrey stay connected with hundreds of creators at once and frees up her time to get to know her core group personally. She’s built a community of brand champions who care about the brand and keep showing up because they know the feeling is mutual.
In just one year, Eternal Water’s creator program generated:
53M+
impressions
2K+
pieces of organic content generated
700+
monthly orders fulfilled
300+
active creator partnerships
200+
monthly prospects contacted
