To keep influencers engaged with bespoke, custom-made products, I’d focus on personalization and collaboration. I’d make sure each influencer feels involved in the process — from choosing colors or styles to sharing their thoughts on the final product. I’d also provide exclusive previews of new collections, behind-the-scenes content, or opportunities to co-create limited pieces. Regular check-ins, thoughtful gestures, and recognizing their contributions would make the partnership feel meaningful, keeping them excited and motivated to share content authentically.

To track the success of an influencer seeding campaign, I’d use a mix of quantitative and qualitative metrics. On the quantitative side, I’d monitor reach, engagement (likes, comments, shares), clicks, and conversions if there’s a trackable link or promo code. On the qualitative side, I’d look at the sentiment of comments and how the content resonates with the audience — does it feel on-brand, fun, and approachable? I’d also compare performance across different influencers to see who drives the most meaningful engagement and adjust future campaigns accordingly.

To identify the right influencers for a niche product like golf bags, I’d focus on relevance, engagement, and authenticity rather than just follower count. I’d look for creators who are genuinely interested in golf or lifestyle content that aligns with our brand, and whose audiences trust their recommendations. I’d also consider content style — we want people whose aesthetic and voice feel fun, approachable, and elevated, just like Hammitt. From there, I’d shortlist potential influencers, review past collaborations for authenticity, and prioritize those who can create content that both inspires and converts.