Longer-term influencer partnerships

[shaownhasan]

In late April 2024, the brand hosted influencers, laos business email list customers and other brand ambassadors in Cabo San Lucas for Club Knix, which coincided with the release of their largest swim collection to date.

An Instagram Reel from creator Leslie Bangamba, showing a photoshoot she participated in during Knix's Club Nix brand trip to Mexico.

Between April and May 2024, more than 150 social posts mentioning #ClubKnix were published across 25 profiles, garnering an earned media value of nearly $1 million, according to data from Sprout Social Influencer Marketing (formerly Tagger).

Brand trips can also be an effective way to nurture your influencer relationships—whether they’re already partners or folks you’d like to collaborate closer with in the future. Trips and other on-site activations give influencers a chance to experience your business and products in a way that simply sending merch can’t.

As Emma Roberts, Social Media & Influencer Manager at skincare makeup brand Jane Iredale says, “The relationship building that you get through events is unlike anything you can get via email.”

Jane Iredale is a 30 year-old brand that historically sold products through dermatologists’ and skincare professionals’ offices. As they’ve expanded into digital, direct-to-consumer sales, influencers have played a key role.

“We knew that to entice influencers with larger followings, we needed to offer something a bit more juicy than gifting. One of the reasons that we decided to get into brand trips was because we felt like it was an opportunity for us to put ourselves in front of influencers in an immersive way.”

Some of Jane Iredale’s first brand trips were small getaways hosted in their Western Massachusetts hometown, giving influencers a chance to learn about the company’s namesake founder and history.