Submitted by Artisan Council

THINX Leaders Influencer Brand Rep Program

Influencer Marketing

Artisan Council built an influencer strategy and the THINX Leaders brand rep program for THINX, and the agency reports a 5x return on agency and influencer fees.

5xROI
23MInfluencer Post Reach
2MPost Engagements

Case in 60 seconds

THINX had a casual influencer program rather than a revenue-driving one, so Artisan Council needed to build an influencer model from scratch that could launch a new revenue stream for the brand.

The work turns on partner fit rather than volume, because Artisan Council ties impact on the brand's mission to segmented, tested partners and treats the standard influencer send-out program as too shallow to create advocates.

Artisan Council built the influencer strategy from THINX's mission, brand guidelines and consumer data rather than an off-the-shelf approach, then turned select influencers into brand reps through the THINX Leaders program.

Over six months Artisan Council segmented, tested and personalized its influencer outreach at scale, placing THINX, BTWN and Icon Undies with on-brand influencers across numerous verticals in the US and beyond. Parallel to this, the agency developed the THINX Leaders brand rep program together with select influencers, which deepened the relationship between brand and influencer.

Artisan Council reports a 5X ROI on agency and influencer fees, 23M influencer post reach, 2M influencer post engagements and 400% influencer database growth, alongside gains in brand awareness and brand value perception that it does not quantify.

Strategy Breakdown

On-brand influencers across numerous verticals of influence in the US and beyond, recruited as partners for THINX, BTWN and Icon Undies and, through THINX Leaders, as brand reps.
The page presents THINX as a mission-led brand, so influencer partners were chosen for their impact on that mission rather than for reach alone, and the brand rep program carried the brand's ethos into each relationship.
Artisan Council holds that influencers become honest advocates when a program speaks to them as well as to the client, which is why THINX Leaders was developed with influencers rather than for them.

Creative & Execution System

Partners

  • Artisan Council

Participation mechanic

  • Select influencers joined THINX Leaders, a brand rep program developed together with them, which moved them from product send-outs into a standing advocacy role within the THINX community.

Results & Evidence

MetricValue
ROI on Agency + Influencer Fees5x ROI
Influencer Post Reach23M reach
Post Engagements2M engagements
Influencer Database Growth400%

Why Artisan Council's strategy worked

  1. 1

    Building influencer selection from a brand's mission and its own consumer data, rather than from an off-the-shelf roster, gives segmentation and testing a standard to measure partners against, which is how the page explains partners chosen for impact.

  2. 2

    A brand rep program developed with influencers rather than handed to them turns a one-off send-out into a standing relationship, which is how the page accounts for advocates who became part of the THINX community.

  3. 3

    Reporting return against agency and influencer fees together, rather than against product or media cost alone, frames an influencer program as a revenue line, which is how Artisan Council positions its 5X figure for THINX.

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