How a small, in-house team successfully scaled their influencer marketing program and generated millions of impressions without compromising organic, long-term relationships
In an effort to increase brand awareness, Mike Majlak built Lovesac’s partnerships and influencer program from the ground up about two years ago. He initially partnered with a small group of macro-influencers, including Logan Paul and Shawn Mendes, who have a combined Instagram reach of over 36 million followers.
Content featuring Lovesac’s unique and aesthetically pleasing products naturally received high engagement on social media. However, because Mike was manually managing collaborations through email and spreadsheets, he did not have the resources he needed to scale his influencer network in order to see tangible results.
Although managing multiple collaborations with influencers without the proper tools is very time consuming, outsourcing influencer relationships to an agency was not an option. Lovesac values authenticity and organic partnerships. Therefore, maintaining personal relationships with their influencer network has always been a top priority. According to a recent study, 63% of consumers buy from “authentic” brands over competitors.
Like many marketers, Mike was not aware that there was a way to scale up an in-house influencer program without compromising long-term, organic relationships until the AspireIQ team reached out to him.
When it comes to influencer marketing, building organic relationships with the content creators they work with is most important to the Lovesac team. Mike sees a substantial drop in the engagement rate when influencers post content with inorganic brand messaging or content that blatantly comes across as an ad. In an effort to avoid this and to create high-quality, engaging content, the team makes it a point to ensure that every influencer they work with genuinely loves the Lovesac brand. Their goal is to spread brand awareness by integrating products into influencers’ content as seamlessly and organically as possible.
Before working with AspireIQ, Lovesac relied on spreadsheets and other time-consuming manual tactics to organize their influencer program. Mike found that maintaining relationships and sourcing the right influencers required dozens of hours per week, including research, creating contracts, and negotiating agreements.
When they decided to scale up their program, Mike’s team was hoping that their partnership with big-time YouTubers Logan Paul and Shawn Mendes would attract other content creators interested in working with Lovesac. Yet Mike still found it difficult to source and manage more than eight influencer relationships per month considering his existing workflow.
Contrary to many marketers’ beliefs, there is a way to scale up an influencer marketing program without compromising strong, long-term relationships.
Before AspireIQ, Lovesac was managing 5-8 influencers per month. Now, with AspireIQ, Mike is managing 30-40 influencer relationships per month.
The AspireIQ platform has given Lovesac the ability to find and connect with influencers that Mike’s team was not able to find with any other tool, to increase the scale of their influencer program, and to maintain their valued organic relationships without spending any additional time. Since partnering with AspireIQ, Mike has seen a 3-4x return on his time investment.
Since utilizing AspireIQ’s tools to scale their influencer program, Lovesac now has an abundance of high quality, authentic content that they repurpose across their owned marketing channels. Influencer content has been redistributed across every marketing channel: social media, blog posts, their website, catalogs, and direct mail.