Scaling Subscription Growth Through Community Activation & Cross-Border Expansion
Objective
Four connected goals: (1) expand inflow and drive new subscriptions, (2) onboard new micro-creators into the community, (3) after the first three months, expand the campaign into Belgium, and (4) sustain continuous sales growth throughout.
Approach
The foundation of the campaign was activating IM ĀYLN's existing community of 300+ creators, with whom monthly events are run. From there:
- Definition of creator profile & selection criteria specific to Parfumado
- Outreach, onboarding and ongoing community management
- A 50/50 content mix across TikTok and Instagram, organic, each creator posting with a personal discount/referral code
- Content covering every relevant format — doubling down on whatever performed best
After the first three months in the Netherlands, the campaign expanded into Belgium. Because IM ĀYLN already runs a Belgian creator community, this wasn't a cold start: knowledge sessions, local market insights and learnings from prior campaigns made for a fast, well-informed launch. At full scale, the campaign ran 60 creators per month in the Netherlands and 30 per month in Belgium, working toward a shared monthly inflow target.
Outcome
- 150+ creators onboarded monthly in the Netherlands, with ongoing community management
- 40+ creators onboarded monthly in Belgium
- +480% growth in inflow since month 1, purely organic and excluding any paid ads
- Every conversion carries a minimum 3-month subscription commitment
Challenges
Managing 150+ creators — each with their own life, schedule and way of working — made hands-on community management essential. Since inflow was driven purely organically, with no paid support, content had to cover every relevant format to keep performing, against a social algorithm that stayed unpredictable. On top of that, the logistics of shipping products to such a large creator base added a constant risk of delays, requiring tight day-to-day coordination.
Feedback
Parfumado were extremely happy with the results and the way the collaboration ran — communication stayed smooth throughout, and the approach felt structured and dependable from strategy through execution. A particular highlight was the close, personal relationship maintained with creators, which consistently translated into higher-quality content.
our clients
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Let’s map your international growth together - get in touch with IM ĀYLN, your international influencer marketing agency for lifestyle brands.
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