Long before Instagram dominated the social media landscape, MVMT’s team instinctively knew that working with talented Instagram photographers could be an effective content-sourcing strategy. Years before influencer marketing became an everyday buzz phrase, the brand’s young, hip identity made working with creators a natural fit.
The method was simple. They found instagrammers posting striking images that reflected the qualities of the MVMT watches brand. If they had followings of 30,000 to 500,000, the team reached out. Their approach to make contact with creators was to say “We love your work. I’d love to send you some watches in exchange for some content,” said Senior Influencer Marketing Manager Ethan Frame “And from there, that’s how we started sourcing beautiful imagery from around the world, which no one had seen before, or done on social media.” The results were positive--the content was getting attention. That’s when the MVMT team realized the potential of leveraging creator partnerships not only for content creation, but as an extremely cost-effective way to drive sales.
affiliate code conversions
influencer content created
Growing creator relationships
As the influencer marketing program grew, the team knew they needed to track more key metrics to accurately determine its ROI. The MVMT team also needed to analyze the details of each campaign. What was working? What was not? How much was the company spending on creators? The program also began to include content creators using different platforms like YouTube and Snapchat.
An all-in-one creator management solution
Between monitoring different creators on several platforms and synthesizing the information being collected by MVMT’s growing marketing team, the simple spreadsheet was no longer working. With five team members and a significant number of creators, it was clear they needed a better solution.
I can honestly say GRIN has been my saving grace. I literally was nose deep in spreadsheets, fixing things for the majority of my day and now I don’t have to do that. I can think big. I can think about how we want this program to grow and how we want to change it. At a macro level and without GRIN I wouldn’t have been able to do that.
- Ethan Frame, Senior Influencer Marketing Manager at MVMT
Moving from spreadsheets to software
GRIN software offered all of the capabilities MVMT needed to scale their influencer marketing efforts and keep their brand’s online presence growing strong. The most important feature GRIN offered MVMT was the Shopify integration, which made it easy to create unique promo links for each creator and send products to people from within the platform.
GRIN also helped MVMT organize their growing roster of creators and easily collaborate with marketing department members. Everyone could use the software to build individual profiles for each partner as well as find fresh talent using the powerful search feature. And all updates are synced for easy record keeping and sharing.
MVMT first reached out to Instagrammers in 2013 to get low-cost, on-brand content. Now, GRIN’s Google Vision feature helps organize and categorize content visually. This way, all of the digital assets are easy to find. It’s also easier to see potential collaborations by easily comparing different content—especially content created on different platforms.
One streamlined system of record
MVMT’s influencer marketing team now has access to a massive database of over 32 million creator profiles. Having easy access to this number of potential partners allows them to “do things 10 times faster, 10 times more efficient and make it so you can actually have less resources doing more work.”
Today, the influencer marketing team spends around 85-90 percent of their time using GRIN. They still occasionally open individual platforms, but GRIN is a comprehensive tool that puts email outreach, fulfilling products, creating discount codes and affiliate links, reporting and analysis all in one place.