When FabFitFun partnered with AGM, the vision was clear: prove that creator-led ads could outperform brand-run media.
The goal? Scale authentic content, lower CPMs, and build a repeatable system for high-performing creator posts.
Within months, AGM’s influencer strategy delivered 3.7M+ impressions – all organic performance and ROAS from influencer whitelisting was on average 18% higher than from the business page.
The Challenge:
FabFitFun had a limited reach from it’s in-house influencer program and needed to...
- Turn creator content from IG story swipe ups that was limiting reach, to instagram reels to scale top of funnel awareness.
- Measure success based on CPM and Reach
- Leverage content into paid social campaigns
- Streamline usage rights and creator approvals
The Solution:
AGM built a creator whitelisting engine optimized for efficiency and authenticity.
Key Moves:
- Seeded a minimum of 150 creators per month and secured ~20 new whitelisting usage codes/month through standardized outreach and briefs
- Tested across Reels, TikTok, and Stories for Gen Z + Millennial audiences
- Promoted creator posts that over-indexed on views and engagement
- Built a creative content bank for ongoing reuse
This foundation allowed FabFitFun to transform how it ran paid media.
Scaling the Strategy:
By mid-August, FabFitFun began to see strong content performance, and that’s when scale took off.
What changed? The focus shifted from 10 influencers to over 100 content creators, dramatically improving ad volume, creative diversity, and audience reach.
Rok Hladnik, CEO of Flat Circle Agency, credits AGM for unlocking operational efficiency and access to creator scripts, which empowered the team to launch new iterations quickly.
“Switching our budgets from 10 specific influencers to around 100 content creators was a game changer.” — Rok Hladnik, CEO of Flat Circle Agency
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Performance Results:
- Impressions: 3.7M+
- Posting Rate: 57.8%
- Content Bank: 1,288 posts from 974 creators
- Creator Fees: $0 for organic posts (allowing full paid budget for amplification)
- ROAS: 18% higher than business-page ads
Why It Worked:
1. Ads ran from creator handles, preserving trust.
FabFitFun leveraged Meta’s Dynamic Identity feature to automatically choose the creator profile most likely to resonate with each audience.
2. Data-led testing guided scale.
Secondary metrics like engagement rate, hook rate, and scroll-stopping performance all improved – reducing CPC and CPL across campaigns.
“Usually what happens is partnership ads have higher CTRs and then those result in better metrics across the funnel up until conversion rates and beyond. You can immediately see a lift.” — Rok Hladnik
3. Systems drove consistency.
Standardized briefs, rights management, and content tagging created a continuous pipeline for top-performing creative.
4. Creator diversity expanded reach.
Each content creator acted as a unique persona, allowing FabFitFun to test multiple creative angles and message styles that resonated with their female consumer base.
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The Takeaway:
FabFitFun’s journey proves that whitelisting isn’t just a tactic – it’s a growth engine.
By pairing authentic creator content with structured testing, FabFitFun scaled efficiently and turned organic performance into a predictable paid media system.
Today, whitelisting accounts for roughly 30% of FabFitFun’s total ad spend, a clear indicator of how this approach has reshaped their paid strategy.