The Power of Influence

01 — Project details

When I joined TRUE Linkswear, their influencer program was virtually non-existent. No budget. No structure. Simply a few seemingly random names that they had happened to send free gear to in the past. This presented an opportunity to create something meaningful and structured from the ground up, and prove that influence could be more than just vanity metrics.  

02 — The Challenge

Create authentic super-fans and believers out of creators that already have an established voice and dedicated audience, all with minimal financial support. 

03 — Approach

I started by identifying creators who already authentically aligned with our brand voice and target audience. With no initial budget, I leveraged product credit, product seeding, and an aggressive affiliate program to kickstart early partnerships. Micro-influencers (creators with accounts sized 20-70k followers) proved to be the most responsive to this approach.

As these relationships gained traction, I built out a formal framework for the program: a tiered partnership structure, content requirements, clear performance metrics, and standardized influencer contracts, which I created and maintained myself. 

Beyond ongoing collaborations, I also worked closely with our dev and creative teams to integrate influencers into seven major product launches throughout the year. Together, we curated story-driven PR pack that brought each launch to life. This transitioned the brand away from the previously accepted 'post and ghost' launch style, and instead transformed standard product drops into cohesive, creator-led narrative that resonated with both their audiences and ours. 

04 — Execution

Over a 6-month period I formally signed 22 influencers within the golf creator space, including high-profile names like Bryce Cope, Divot Dudes, and Keith Bennett, each with followings of 250k+ on their respective dominant platforms. I balanced these marquee names with a roster of mid-tier and micro-influencers who drove authentic engagement and community credibility. No clout chasers here.  

The results from those early partnerships proved the concept. By demonstrating measurable ROI through affiliate sales and launch performance, I secured a $10,000 monthly budget to scale the program. 

06 - The Takeaway

What started as a few DM's and an idea become of the brand's most impactful marketing channels. Through authentic relationships, creative storytellings, and a data-backed strategy, I turned influencer marketing in a scalable, revenue-driving engine. Ultimately proving that with the right approach, influence can be both powerful and profitable.