How Gravitas built Frive’s influencer programme from scratch in under three weeks
Frive came to Gravitas without an influencer programme and needed a commercially structured channel built quickly. We built the programme from scratch in under three weeks, combining creator strategy, campaign infrastructure and commercial negotiation to create a scalable programme from day one.
The challenge
Frive needed to build an influencer programme from a standing start, but wanted to avoid the common pitfalls of inflated creator rates, one-off activations and limited visibility over performance.
The programme needed to be commercially disciplined from the outset, with the infrastructure, tracking and contractual framework in place before creators were activated.
What we did
Gravitas built the entire influencer programme infrastructure from scratch in under three weeks, covering budget tracking, purchase orders, creator payments, performance reporting, UTM and discount code tracking, content approvals and campaign management.
We then built a tiered creator strategy across nano, micro and macro creators, with strategic gifting moments built around culturally relevant occasions, including marathons. This allowed Frive to reach relevant audiences while creating a steady pipeline of creator content.
Every creator was contracted on a three-month retainer, with paid usage rights included from the outset. This gave Frive both an ongoing creator relationship and a content library that could be used beyond the initial organic activation.
Commercial negotiation was also a key part of the programme. By applying a data-led approach to creator selection and negotiation, Gravitas secured up to 70% savings against initially quoted creator rates.
The results
The programme was fully operational within three weeks of starting from scratch.
Influencer activations contributed 10% of Frive's overall site traffic, demonstrating the ability of creator partnerships to drive meaningful traffic at scale.
Three-month creator retainers and paid usage rights were secured across the initial roster, creating a repeatable content engine rather than a series of disconnected one-off activations.
Gravitas also negotiated up to 70% savings against initially quoted creator rates, keeping the programme commercially efficient from its first activation.