Examples of Influencer Marketing: From Vanity Plays to Velocity Drivers

Molly Savage, Director of Marketing at Boba Bam, explains how creator programs have shifted from vanity plays into revenue-driving marketing tools. Brands once chased the largest influencers hoping for awareness; they now build long-term partnerships with creators whose audiences align with their products.

This integrated approach to influencer marketing treats creators as strategic assets for hitting specific KPIs and driving velocity increases, not just brand awareness. The evolution reflects a decade-long pivot in how CPG and DTC companies approach Omni Channel strategies across eCommerce, retail, and grocery channels.

Watch to discover why meaningful creator relationships now matter more than follower counts and how to position creators as core to your growth strategy.