ACCELERATION PARTNERS AND ALLBIRDS DELIVER ALWAYS-ON INFLUENCER GROWTH
When Allbirds came to AP, its influencer program was inconsistent: sporadic posting, revenue concentrated in three creators, no internal bandwidth to manage it. AP built an always-on program that grew membership, content, and revenue.
- +371% increase in revenue year over year
- +410% increase in conversions year over year
- +203% increase in content posts year over year
Revenue increase YoY
Conversions increase YoY
| Website | allbirds.com |
| Vertical | Retail |
| Markets | Global |
| Channel | Influencer |
IN THIS CASE STUDY
CASE STUDY
AT A GLANCE
Allbirds develops apparel and footwear using naturally derived materials. The brand launched its influencer program in 2020, but influencer content varied widely in consistency and effectiveness. To fix that, Allbirds partnered with Acceleration Partners to build a plan for increasing the quality, consistency, and volume of its influencer content, an always-on strategy that recruited new, highly productive influencers and introduced a stronger incentive structure to retain existing partners.
When AP came on board, Allbirds’ influencer program, then two years old, faced three key challenges. Influencer partners were generating high engagement, but those interactions weren’t consistently translating to sales.
- Infrequent posting: influencers weren’t publishing enough content
- A large revenue gap: three creators were generating the majority of revenue
- Limited internal resources: Allbirds’ team lacked the bandwidth to manage the program or recruit new partners
OUTCOMES
THE RESULTS
AP’s always-on strategy delivered fast, measurable growth across the program, more content, more active influencers, and a direct lift in revenue and conversions.
INCREASE IN REVENUE YOY
INCREASE IN CONVERSIONS YOY
INCREASE IN CONTENT POSTS YOY
NEW INFLUENCERS ADDED TO PROGRAM
Want results like these for your influencer program?
HOW WE DID IT
THE STRATEGY
AP opened the content creation floodgates through three connected tactics.
Proactive Creator Recruitment
AP used discovery tools to find new creators who closely resembled Allbirds’ already high-performing influencers, sourcing across a range of content verticals through GRIN, Allbirds’ all-in-one creator management platform. The result was a near-immediate increase in total content volume, which boosted brand awareness, reach, and productivity.
A Revamped Incentives Model
AP redesigned Allbirds’ incentive structure to encourage influencers to scale their partnerships and deepen their engagement with the brand. The new model increased post frequency among top performers and among influencers who had historically seen little success in terms of revenue.
A Tiered Creator Structure
AP helped Allbirds organize its base of nearly 900 creators into three tiers: inactive, click active, and revenue active. Individual influencers were then assigned specific goals, like driving more sales, and offered incentives tied to meeting those goals.
Influencer Growth
Is Your Influencer Program Built for Full-Funnel Performance?
Most brands run influencer marketing as a top-of-funnel play. Allbirds proved it can drive measurable, bottom-line growth. Talk to our team about building a full-funnel influencer program that performs at every stage.
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