How Brands Like Glossier and Crumbl Built Viral Collab Campaigns, And What You Can Actually Steal
Most brands do influencer marketing like this: find a big creator, send them a brief that reads like a LinkedIn post, approve only the version that sounds exactly like your website, post it, get 1000 likes, blame the creator. Glossier built a $1.8 billion brand. Crumbl went from one cookie shop in Utah to 1,000+ locations. Neither of them had a secret weapon. They just stopped doing that. Here's what they did instead — and how you can copy it this week.
March 26, 2026
What are your thoughts?
Read Next
Choosing the Right Creator for a Brand Collaboration: Key Metrics to Consider
In the age of social media, brands are increasingly turning to content creators for collaborations to reach wider audiences and foster authentic connections with potential customers. However, selecting the right creator to partner with is crucial to the success of these collaborations. Brands need to look beyond just follower counts and delve into various metrics to ensure they choose a creator who aligns with their goals and values.
Why Brands Should Prioritize Paid Collaborations with Creators Over Gifting
In the rapidly evolving landscape of digital marketing, brands are constantly searching for the most effective ways to reach and engage their target audiences. Collaborating with content creators has become a cornerstone of many successful marketing strategies. However, a common debate arises: should brands focus on paid collaborations, or is gifting products to creators sufficient?
