Influencer Marketing Campaign: Why Repeating the Same Campaign Loses

Lindsey Gamble, a seven-year influencer marketing veteran, breaks down how to build a testing culture inside creator programs without losing sight of near-term results. Her core argument: you have to earn the right to experiment by proving value first, then consistently ring-fence budget and time for learning.

She identifies three levels of testing, from small tweaks like messaging or creator persona swaps, to bigger bets like launching on an unproven platform. Her TikTok example is pointed: the brands winning there today were the ones who jumped in before any benchmarks existed, armed only with willingness to learn.

Lindsey also argues that repeating the same influencer marketing campaign quarter after quarter is a slow way to fall behind, because what drives results today will not drive results in six months or a year. New platform features and tools, she says, should always be filtered through one question: how can this give my creator program a new learning or a new performance signal?

Watch to see exactly how she structures that balance between proving value and staying ahead of the curve.