New Blog: How to Nail Your Father’s Day Marketing with Influencers
Topo Designs is an outdoor lifestyle brand based in Denver, Colorado. Designing the outdoors seamlessly into life, they specialize in versatile and sustainable products built for town to trail.
Building a new creator program on a limited budget
Topo Designs wanted to launch an influencer marketing program but didn’t know where to start. Competing in the crowded outdoor market with a limited budget, they needed a way to increase brand visibility and reach new audiences without stretching their resources too thin. So, they turned to GRIN’s Professional Services team for help.
Teaming up with GRIN’s in-house influencer marketing team
GRIN’s in-house influencer marketing team aligned on goals and expectations with Senior Manager Brand Partnerships Rick VanderLeek. Then, they got right to work building the affiliate program. The team kept Rick in the loop every step of the way and tapped him in for any key decisions.
One of Rick’s favorite features is GRIN’s Curated List offering. Each month, the Professional Services team delivers Rick a hand-picked list of creators from which he can choose who he thinks will best represent the brand.
Gia’s team relies on GRIN’s creator discovery tools to zero in on brand-aligned creators with quality content and high engagement rates. They also use Audience Reports to ensure that engagement comes from followers within RoseSkinCo’s target demographic.
GRIN provides RoseSkinCo with real-time data on key metrics like impressions, engagement, conversions, and more. Gia can view this data by creator to identify top performers, or zoom out and view performance by campaign so she can tell exactly what’s working and what isn’t.
Gia uses GRIN’s ecommerce integration to track product margins alongside sales performance. This allows her to view RoseSkinCo’s total profit after factoring in product costs, creator commissions, and other expenses related to her campaigns.
GRIN’s Report Builder generates tailored breakdowns Gia uses to refine her strategy and plan for her next campaigns. She can also copy those reports straight from GRIN so she’s equipped with everything she needs to humble brag during her team’s weekly performance calls.
Gia has all the data she needs to evaluate her creators and overall program. That way, she can show love to high-performers and help get under-performers back on track.
I get really excited and carve out time to go through each new Curated List. It’s a great opportunity to assess who is going to embrace Topo and move us forward.
Rick VanderLeek
Senior Manager Brand Partnerships at Topo Designs
A solid foundation for continued growth
The GRIN Professional Services and the Topo Designs team will strive for even more growth in the year ahead. The primary focus will be expanding the affiliate marketing program and honing in on key partnerships to build relationships with top performers to take Topo Designs’ brand awareness and social media presence to the next level.
In the year since teaming up with GRIN, Topo Designs has generated:
2.9m+
impressions
2.6K+
conversions
85+
active affiliate partnerships
We have always set high growth goals, and the GRIN team has been really good about helping us push even further. I believe our program has a ton of potential, and I’m looking forward to building it even stronger.
Rick VanderLeek
Senior Manager Brand Partnerships at Topo Designs
