Influencer Outreach Examples: Sending Someone to a Creator's Home

Liv Soibelman, head of e-commerce at Blueprint by Brian Johnson, makes a case for keeping influencer programs in-house rather than handing them to PR agencies, drawing on a decade of scaling Shopify brands. Her central argument is that influencers want to feel like a real person is on the other end of every DM and email, not an automated response that every creator on the list receives.

She describes going as far as sending someone to a creator's home in LA to help them film, ensuring early access to new products, and for Blueprint specifically, inviting creators to dinners with Brian Johnson himself. Liv also pushes back hard on AI-driven sourcing tools, arguing that one-to-one relationship building consistently outperforms mass outreach efficiency.

These influencer outreach examples point to a recurring theme: creators perform better when they feel like an extension of the brand team, not a vendor.

Watch to see exactly how she structures that VIP experience without letting the program become unscalable.