Something we are passionate about here at AGM is that if you’re investing in influencers but not whitelisting their content, you’re likely leaving money on the table.
That was the unlock for Haverhill, a heritage fine jewelry brand that wanted to scale brand awareness and drive measurable revenue from creators.
Here’s how our team turned their influencer program into a performance engine without sacrificing brand equity along the way…
THE CHALLENGE:
Haverhill’s ambition wasn’t just to “do more influencer marketing.”
They wanted:
- Stronger brand awareness through emotional storytelling
- More creative diversity to avoid Meta fatigue
- A way to scale without sacrificing efficiency
At the time, there was no structured testing engine or consistent way to identify which creators or content formats actually drove performance. And there wasn’t a system for turning influencer content into paid media scale.
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THE STRATEGY:
We built the influencer program around two principles: testing creators at a high volume and whitelisting the top-performing pieces of creative.
We gifted product to a wide range of aligned creators, secured usage rights upfront, and then for the best content, went out to creators to request whitelisting access from them.
The goal wasn’t to guess the winners, but to produce enough creative to let performance data decide. Different hooks, storytelling angles and audiences were tested to see what worked for Haverhill’s audience.
Once we identified top-performing creative, we started whitelisting: running paid ads directly through creator handles.
Instead of brand ads that felt like ads, we scaled content that felt native, personal and trusted. The brand awareness for Haverhill that was built organically by creators didn’t disappear, but actually amplified when layered with paid amplification.
THE RESULTS:
In the last 12 months, the results are in:
- 60+ creators whitelisted (from only gifting, high AOV products)
- 1,300+ pieces of content across Instagram & TikTok
- 6.3M organic impressions (brand awareness still matters)
- $22.98 organic CPM (on product cost)
- 5.52x average ROAS on Meta from whitelisted ads
Creator whitelisting unlocked a way of driving incremental lift on the ad account, becoming a scalable, high-ROAS acquisition channel.
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THE WHITELISTING EFFECT:
The real turning point was whitelisting.
Check Out Our Whitelisting Guide!
When we run ads through creator handles, the content doesn’t feel like creative built for ads, but like content people already trust. This results in lower CPM, higher CTR, which all improve downstream conversion.
With Haverhill, we even found ad formats that had historically not worked for the brand, but somehow with the right combination of creator, hook, and storytelling, those ad formats became some of the highest scaling in the account.
The key to this? None of it works without volume. You can’t simply whitelist one or two creators and expect a breakthrough. The unlock comes from testing dozens and scaling systematically.
Brand awareness builds demand and whitelisting captures it at scale.
If you’re already investing in creators but not running their content through paid, you’re likely sitting on underutilized assets. To explore what whitelisting could look for your brand, let’s talk.