FabFitFun, a direct-to-consumer service that delivers seasonal boxes to customers, has successfully leveraged the power of large numbers of influencers in order to connect with its target audience.

Since launching in 2010, the firm has worked with thousands of influencers, who together have played their part in helping the Los Angeles, California-based firm attract one million subscribers and generate $200m in revenue.

“We’re working with around 1,500 influencers every season,” Katie Gagnon, FabFitFun’s manager/influencer marketing and talent partnerships, explained at the Digital Marketing World Forum (DMWF) North America.

In encouraging consumers to sign up for an annual subscription, the brand has tapped big-name influencers such as Khloe Kardashian, the model, entrepreneur and entertainment personality, and Tori Spelling, the actress and Hollywood presence. (For more, read WARC’s report: FabFitFun’s marketing lessons from working with 20,000 influencers.)

Alongside this star wattage, FabFitFun also relies on “microinfluencers” – people boasting fewer than 100,000 followers on a particular platform, but potentially with much smaller fanbases – to spread the word, Gagnon told the New York assembly.

“We aim for about 500 new microinfluencers per season and hope to have around 500 to 750 go live each season,” she explained.

Although the 100,000-follower threshold is an upper ceiling for microinfluencers, the explosion in popularity of Instagram, Facebook and other properties means that establishing a lower limit is a valid consideration, too.

“So many people are influencers at this point, so we’ve definitely got a little bit tighter in terms of follower count,” Gagnon said. “We’ve definitely moved up our follower count.”

Letting influencers speak in their own voice is a FabFitFun policy, not least because it sees these online advocates as “partners”, not extensions of its brand.

“Because we have one million customers – [from] all different walks of life, all different religions, all different points of view – if it’s not something that we feel is hateful, we’re pretty open to different points of view,” Gagnon contended.

“We allow them to speak and be who they are as long as it’s not crossing a line … And I think you kind of have to when you’re working with so many influencers.”

Enabling microinfluencers to communicate in a natural way also reflects a core benefit of FabFitFun’s marketing model. “We think that microinfluencers are often the most authentic and the most relatable – and they’re usually so excited to get our product,” Gagnon said. “And I think they’re really, really helpful in making your brand look authentic and organic.”

Sourced from WARC