Where they were
Emme Mama designs maternity wear that adapts through pregnancy. Their problem was structural: the creators they needed had to be visibly pregnant, showcasing the line authentically, and traditional UGC platforms simply could not keep finding them. Content that felt real was the whole game in this market; polished ads underperformed it every time.
What I decided
Source directly instead of renting a marketplace. We built a continuous recruiting engine for pregnant nano and micro influencers using Instagram, Saral and Shopify Collabs, prioritising content quality over follower count, and kept a high-touch relationship with every creator so collaborations extended across trimesters and product drops. The content mix, try-ons, styling and explainers, was adjusted in real time based on what the ads team saw performing, and everything flowed into an organised content library.
What happened
700 influencers recruited and 550 high-quality content pieces on a minimal budget, filling the brand's channels and quietly supporting affiliate sales along the way. John talks about the collaboration in the video below.
“Video testimonial, see the player on this page.”
