Online Retailer FabFitFun Uses Influencer Marketing to Drive Subscriptions

When it comes to influencer marketing, the subscription box company FabFitFun is a prime example of the successful use of influencers for brand promotion. FabFitFun is a subscription-based company that delivers to members a new box each season with 8-10 full-sized products included in each package. Members pay $49.99 each quarter and their purchase provides them with premium items valued at over $200. 

Most packages include products focused on beauty, fitness, wellness, home, and more. Some of the featured items are exclusive offers for FabFitFun members while others are specially selected for the seasonal box.

While this subscription price point may be a little bit on the higher side compared to other similar companies out there, thanks to influencer marketing, this company has seen tremendous growth year after year regardless of that higher price point.    

How FabFitFun Makes Influencer Marketing Work for Retail

FabFitFun has really tapped into the benefits of influencer marketing to make a huge impact on its subscription sales and revenue. One of the key reasons they work with influencers is that each creator has their own platform, audience, and reach. By working with various influencers in different niches, markets, and topics, FabFitFun is able to expand their brand reach beyond their own social media channels, ads, website, etc. 

The company uses influencers to educate others about their product and how the subscription process works. Influencers also share their favorite products from the seasonal boxes, increasing interest, and sign-ups. Most influencers have extensive following with an audience that trusts and values their opinion. If an influencer loves something and shares it online, the dollars usually follow. 

FabFitFun has this concept pretty much down to a science, so take a page from their book below when building out your influencer strategy. 

What Retailers Can Learn from FabFitFun’s Model

How FabFitFun Chooses Influencers

FabFitFun looks for influencers who are passionate about the brand but more importantly understand the company’s approach to influencer marketing. Being sales-orientated is a huge qualifier for a partnership. Their main goal is to discover and unlock new audiences, which would, of course, lead to new customers and fans.  In a recent article published by Adweek, FabFitFun is even using their new-age marketing techniques to pursue influencer partnerships on the big screen, which would expand their reach to even higher magnitudes.

What Data Is Important?

The company believes that follower stats and engagement is important, however, authenticity is a main factor they look at during the “data” review. They want relatable women promoting their products and have a great message to share with their followers. FabFitFun is looking beyond the unrealistic and “perfect” feeds. 

Challenges with Influencer Marketing and How FabFitFun Overcomes Them

A big challenge with influencer marketing is discovering creators who are truly real and authentic to themselves but also the brand. Influencers are a dime a dozen online, so discovering real and genuine influencers are a must. When an influencer processes those qualities, they can really connect with the FabFitFun customer base.  

How to Implement Influencer Marketing for Your Retail Brand

Partnering with influencers for your marketing strategy to generate new revenue and customers can be a great way to extend your reach and expand your audience at a lower cost than other marketing plans. The key here is to create guidelines and perimeters for successful partnerships. You want to look for authentic influencers that may already connect with your brand or are a perfect candidate for promoting your product. 

Keep in mind your ideal customer and reach out to influencers who are already connecting and speaking to those people. Another good place to start is by reviewing your current followers for candidates who are already fans of your company. Regardless of who you partner with, think outside of the box to distinguish your influencer marketing campaigns from others out there. Allow your influencers to also pitch ideas since they already have a finger on the pulse of your ideal customers.  

Interested in taking your influencer marketing to the next level? Chat with one of our influencer marketing specialists about how Sideqik can help.

Nancy Rothman

Nancy Rothman

Nancy is a passionate, results-driven marketing executive with more than a decade of experience in building robust integrated marketing programs for brands of all sizes, with specific expertise in the martech space. Prior to Sideqik, Nancy held roles at four successful martech startups, each of which received multiple series of fundraising and included two acquisitions. At CallRail, specifically, Nancy served as the director of marketing where she built the company’s brand and established it as a leader in its space. She also held roles at MeetEdgar, where she oversaw the entire sales and marketing practice, increasing the company's user base and annual recurring revenue, as well as PureCars, which was acquired by Raycom Media in 2015. As vice president of marketing for Sideqik, Nancy is responsible for developing and executing on the company's marketing strategy to drive overall business growth.

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