The Challenge: Scale Seeding Into a Growth Engine
Fussy’s team could only manage 25 influencer seedings per month.
They lacked efficient systems for outreach, tracking, and measurement.
Competitors were scaling seeding at pace, leaving Fussy at risk of falling behind.
Goals were clear:
Affiliate signups → build a large pool of long-term content creators.
New customer acquisition → drive direct sales through attributable influencer links and codes.
Our Approach: Building Fussy’s Scalable Seeding & Affiliate Model
1. Systems & Foundation (First 30 Days)
Designed program structure and outreach systems to support 250 influencer seedings per month.
Built the affiliate program, onboarding flows, and messaging sequences.
Created processes to ensure affiliates consistently produced content and drove attributable sales.
2. Outreach & Seeding at Scale
Reached out to nearly 1,000 influencers per month.
Achieved 35% seeding opt-in rate through optimised multi-step outreach messaging.
Seeded 250–300 influencers monthly, expanding reach and building a scalable content pipeline.
3. Affiliate Activation & Relationship Management
Converted seeded influencers into active affiliates.
Managed communications across Instagram, email, and direct messaging to keep affiliates engaged and producing content.
Delivered consistent content flow that could be repurposed for paid media and owned channels.
4. Expansion & Ongoing Adaptation
Sustained the program over 18+ months (still ongoing) with 250–300 monthly seedings.
Scaled to over 1,500 affiliates and seeded more than 4,000 influencers.
Supported international growth, including expansion into the DACH region.
Adapted to product launches, Black Friday activations, and changing internal points of contact as Fussy scaled rapidly through our program.
The Results: Driving Measurable Growth
10M+ Impressions delivered at under £6 CPM.
8,000+ Creatives posted, building a scalable UGC library.
8,000+ New customers acquired through attributable influencer links and codes, at a sub £15 CAC including agency fees.
Substantial market share growth within the first 6 months of the program.
Why It Worked
Strong systems design → efficient outreach, seeding, and affiliate management.
Data-driven outreach → 35% acceptance rate ensured high-quality influencer pool.
Affiliate-first model → transformed one-off gifting into long-term content + revenue engine.
Flexibility → supported Fussy’s rapid internal growth, regional expansions, and major activations.
