New Blog: How to Nail Your Father’s Day Marketing with Influencers
Darn Good Yarn is a Shopify store that sells sustainably produced yarn handspun by women in India. As the brand grew, Darn Good Yarn decided it needed to expand its marketing plan. Their yarn is visually appealing, so they wanted content showing off the colors and textures. And because the product appeals to crafters, it was also important to come up with content that displayed finished projects using the yarn.
Unfortunately, with a small staff, doing formal product photoshoots was difficult. That’s why the company was pleased to discover that their fans were already creating the content they needed. DIY micro and nano influencers have a fiercely devoted group of fans who regularly look to them for recommendations, patterns and creative inspiration. These creators were already great at producing visually-stunning photos that resonate with their highly-targeted audience. So, for Darn Good Yarn, using influencer marketing to get their content was a no-brainer.
A system of partnering with authentic creators
Darn Good Yarn realized that there were too many aspects of their influencer program that were tracked in different software and needed a solution for their email outreach, their creator reporting, payments, and promo codes.
The Best Influencer Platform to Help You Grow Your Ecom Site! I am a big fan of having everything in one spot, emails, contracts, supporting documents, payments, conversion tracking, etc. It makes is so easy to manage and so much easier to scale.
Keri O’Brien-Wytrwal
Director of Marketing & Sales at Darn Good Yarn
All-in-one creator management software for everything influencer marketing
GRIN’s comprehensive creator management software allowed the company to streamline everything they were doing into one influencer marketing platform. Each of the tasks being handled with separate platforms now could come together.
GRIN consolidated all of the company’s influencer marketing tasks into one platform, simplifying their workflow.
GRIN’s media library allowed the Darn Good Yarn team to easily audit content, with filtering by colors to design more visually appealing campaigns.
GRIN made managing campaigns easier by automatically pulling in content from creators, allowing for organized and efficient management.
GRIN’s Shopify integration enabled direct product orders and the ability to track creator performance through discount codes and affiliate links.
GRIN simplified paying creators by tracking commissions and allowing payments to be issued directly from the platform.
I think in the beginning we really struggled with getting the right content out of our influencers, especially when you have a product that can be interpreted in so many different ways.
Keri O’Brien-Wytrwal
Director of Marketing & Sales at Darn Good Yarn
700% creator growth
As a result of GRIN’s robust array of features, Darn Good Yarn is able to fully leverage their influencer marketing program to its greatest potential. By taking advantage of GRIN’s analytics and reports, the company can identify which creators are most effective and strengthen those relationships.
The Darn Good Yarn team was especially impressed that it was so easy for them to import their existing creators and start to use the program for communication. GRIN’s ease of use is what allowed the company’s influencer marketing program to scale rapidly. The number of creators grew a whopping 700% after introducing GRIN to their workflow.
16x+
influencer growth
+20%
subscription sales growth
2K+
pieces of influencer content
GRIN really gives us an opportunity to find someone, especially as we’re working with micro and nano influencers who’ve maybe already been introduced to the brand, but we can kind of build that next step in the relationship with us.
Keri O’Brien-Wytrwal
Director of Marketing & Sales at Darn Good Yarn
