Darling X G&B
Darling X G&B
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Darling X G&B +
The
Overview
Darling, a pioneering lifestyle brand, has redefined beauty standards in the fashion industry by being the first magazine to not photoshop women’s bodies and skin.
Expanding into a clothing line in May 2023, they faced challenges with their initial ambassador program, which offered a 25%+ commission but lacked sustainability and scalability. In response, Darling collaborated with G&B to revamp their strategy, focusing on paid partnerships and organic gifting to 50 diverse influencers for their Spring/Summer 2023 capsule. This approach aimed to align with
their mission of inclusivity and body positivity. However, prior to using CreatorIQ, Darling struggled with identifying suitable brand ambassadors and lacked critical engagement data, hindering their influencer marketing efforts.
The solution came through G&B's implementation of an "Always-On" gifting program, which not only generated consistent User Generated Content (UGC) but also helped in building the Darling Society, an ambassador program. Between June and September 2023, this initiative led to significant growth: over 265 influencers joined the Darling Society, contributing to an Earned
Media Value (EMV) of over 1M+. The campaign's success was marked by impressive metrics, including $1.4M in EMV, 3.3M+ estimated impressions, 20.2M potential reach, and nearly 260k post engagements. This remarkable turnaround was attributed to strategic talent sourcing via CreatorIQ and Tribe’s discovery tools, coupled with Darling's compelling mission and G&B’s personalized approach, as noted by Sarah King of G&B Digital Management.
