Most brands treat influencers as a side project. At Allbirds, it is a unified revenue engine.Sarah Grosz joins Marie Chevrier Schwartz to discuss moving the brand beyond ad-hoc product seeding to a 3,000-plus member network that drives predictable ROI.THE CORE STRATEGY:🛑 The Problem: The Ad Plateau: Traditional paid channels hit diminishing returns as spend increases. An influencer ecosystem creates "surround sound" that builds trust and lowers acquisition costs.📸 The Approach: Content as an Asset: The biggest mistake is letting creator content die in a 24-hour story. Sarah discusses securing media usage rights upfront to "whitelist" posts and repurpose them across every digital touchpoint.📈 The Result: Performance at Scale: By automating logistics and focusing on creator relationships, Allbirds has turned social proof into a scalable science.THE TAKEAWAY:Value is not found in a single post—it is found in the network.