"Don't be afraid to try! I was one of those people thinking YouTube creators would cost a bajillion dollars. Our first YouTube partnership cost way less than expected, and that video has converted every single day for over a year. The long tail of YouTube means people keep finding and watching content, so your ROI just keeps growing. It's proven day and night that YouTube deserves its own dedicated focus."
"It all comes down to the community effort you put in. I'm an avid emailer; I'll send newsletters about what's happening at the company, ask for feedback, and provide education about products when they need talking points. Superfiliate's Klaviyo integration makes this so much easier because I can segment by region for local campaigns or send targeted content."
"Heard. It's the attention to detail from people who actually understand what it's like to be in the platform every single day. They're building features that solve real workflow problems for people like me who live in these tools daily."
How Graza evolved from fragmented tools to strategic growth with Superfiliate:
Cobranded landing pages generated 7x ROAS within 72 hours and continued converting for over a year.
Multi-program consolidation enables Graza to manage affiliate, ambassador, and creator programs through one platform to freed up bandwidth.
Unified tracking and clear ROI metrics enabled Kendall to secure a dedicated Head of Creator Partnerships role and increased YouTube investment.
Kendall Dickieson has been managing Graza’s roster of creator, affiliate, and ambassador programs for over three years, guiding the build-out of one of the most recognized influencer strategies in the CPG space.
But scaling any successful influencer strategy has its growing pains. Kendall relied on free toolkits to get Graza's programs up and running, but ran into challenges with having different program types spread across different platforms:
"Before, I was using the free options on the back end of other tools. I could do so much, but at the same time not everything I wanted to do." Says Kendall. "I needed to get all of our ambassadors and creators in one spot where I could set them up with affiliate codes and tracking."
To take Graza's influencer marketing to the next level, Kendall needed a solution that could consolidate these workflows, provide rich data insights, and make scaling painless across programs.
By switching to Superfiliate, Kendall has been able to streamline the day-to-day running of Graza's influencer programs and leverage better data insights to refine their strategy:
"Superfiliate has all these new offerings that are being built out, with product seeding and so on, and it's becoming so much easier for me to scale that program."
Kendal Dickieson
Head of Creator Partnerships
Superfiliate provides Graza with cobranded, shoppable landing pages for every creator in their program roster, each featuring curated product picks, testimonials, and UGC from individual creators.
It’s easy to provide customers and creators with custom referral links and codes. But Superfiliate's landing pages provide an additional layer for brands to leverage the relationship between the creator and their audience, increasing conversions and giving creators a much greater sense of ownership.
"Creators feel taken care of because they have something that's theirs." Kendall observes. "I find that people are keeping it in their bios more because it's so custom, versus just "use my code". So, I'm a big fan!"
Because YouTube was a growing channel for Graza, Kendall tested using landing page links in paid partnerships to drive direct response. This yielded not only impressive short-term results but also long-term revenue, with some videos converting daily for over a year thanks to YouTube's search function:
”If someone goes live with Superfiliate— code tracking and link to the landing page— a recent one was about a 7x ROAS within the first 72 hours. Then with the long tail of YouTube, it just keeps getting found and watched and watched and watched."
Kendall Dickieson
Head of Creator Partnerships
Off the back of the success of their paid YouTube partnerships, it was easy for Kendall to advocate for greater investment into paid—building a more specialized role for herself as Head of Creator Partnerships in the process:
"Just working with our YouTube integration partners or running ads on YouTube and seeing the return on the investment there...it's proven day and night that this should just be its own lane for someone to own. Whereas in the beginning, it just made sense to put social and influencer together." Says Kendall.
Superfiliate has enabled Graza to transform an already successful program into a more data-driven, efficient, and relationship-centric growth channel, positioning themselves for continued success in the competitive CPG market:
"Seeing that it worked, it started becoming a frequent question on Marketing calls: How many ambassadors do we have? How much money is coming in every month? It's an easy tool to say: If we give a few people some codes, there's dollars coming in to prove the concept."
Kendal Dickieson
Head of Creator Partnerships
