When Pins & Aces came to AGM, the brand was beloved in the golf niche but faced the challenge of how to expand their audience while keeping authenticity intact.
The goal was clear: increase reach, generate authentic creator content, and test whether a niche product with a primarily male demo could resonate with lifestyle, fitness, and female audiences – all while maintaining efficient CPMs.
What followed was a seeding program that proved niche doesn’t mean limited. By putting Pins & Aces into the hands of the right creators, we turned golf gear into lifestyle content that generated 5.1M impressions and an ROI of $7.69 for every $1 spent.
The Challenge
Pins & Aces had carved out a reputation in golf apparel and accessories, but they wanted more than to be seen as just another golf brand.
The Challenge:
- Expand brand visibility beyond the golf niche.
- Keep costs low while driving impressions at scale.
- Turn a specialized product into content that feels relevant to broader lifestyle audiences.
With competitors investing heavily in influencer marketing, Pins & Aces needed a strategy that could punch above its weight – making niche content perform like mainstream.
The Solution
AGM designed an influencer seeding program rooted in authenticity and efficiency.
Our approach:
- Niche-first, lifestyle next: Start with golf creators, then strategically expand into adjacent audiences like fitness, sportswear, lifestyle, and even mom creators.
- Frictionless participation: No paid creator fees, minimal creative guidelines. The product itself was the star.
- Data-driven optimization: Consistently tested verticals, content types (Reels, TikToks, Stories), and messaging to refine what resonated.
Key tactics:
- Seeding a high volume of creators, ensuring steady growth over time.
- Targeting highly engaged micro to mid-tier influencers with natural alignment to golf and adjacent lifestyles.
- Building a repurposable content bank with over 100+ creator posts now approved for paid and organic use.
The Results
The strategy delivered efficient, scalable impact...
In less than a year:
- Creators seeded: 393
- Content posted: 537 pieces
- Impressions: 5.1M
- Earned Media Value: $725.1K
- CPM: $4
- ROI: For every $1 invested, Pins & Aces generated $7.69 in EMV
One creator post even drove 403K views by itself, proving the virality potential of niche content when placed in the right hands.
Why It Worked
You can build a powerful, high-volume influencer program around a niche brand.
By leaning into golf’s strong identity and then carefully extending into adjacent niches, Pins & Aces unlocked cultural relevance without losing authenticity. The creators weren’t just posting about golf; they were showing how Pins & Aces fit into their broader lives, making the product feel aspirational and versatile.
Consistency, authenticity, and cost efficiency were the core drivers. With zero creator fees, smart targeting, and high-volume testing, the brand turned a specialized product into mass social proof.
The Takeaway
This account proves that niche brands can scale beyond their niche by starting with their core community and building outward. When you trust the product and let creators lead the storytelling, influencer seeding doesn’t just generate impressions – it creates cultural crossover moments that fuel brand growth.
If you’re ready to scale your brand like Pins & Aces, our team can help. Let’s chat about building your next growth strategy.