Equitable Influencer Marketing: WWAKE Case Study
The Backstory:
WWAKE isn’t just a jewelry brand—it’s a philosophy. Known for its ethereal designs, ethical sourcing, and deep creative intentionality, WWAKE has long resonated with artists, tastemakers, and those who see jewelry as more than an accessory. As longtime fans of the brand, we knew their next evolution wasn’t about chasing trends but about deepening their roots. Backstory partnered with WWAKE’s founder Wing Yau to build an influencer program from the ground up—one that feels as considered and artful as the brand itself.
The Approach:
Too often, influencer programs are designed to benefit brands while leaving creators underpaid and undervalued. That has never been the case here. At Backstory, we believe influencer programs should be crafted equitably, fostering a mutually beneficial relationship between creators and brands. With our extensive expertise in influencer marketing—and a commitment to reshaping industry standards—we guided WWAKE in developing a program that was not only diverse and representative of their customer base but also genuinely fair to the creators themselves. What began as a one-off project rapidly evolved into an ongoing partnership, enabling WWAKE to utilize the innovative storytelling of its creators to highlight their pieces in ways that feel organic, artful, and just.
The Impact:
A truly successful influencer program does more than just drive numbers—it builds community, deepens brand storytelling, and fosters lasting relationships. Since launching, WWAKE’s program has not only attracted new customers and expanded into fresh markets but has also strengthened brand loyalty, converting existing buyers into devoted collectors. The handpicked creators we brought into the fold have generated over $20,000 in Earned Media Value—and counting—while authentically amplifying WWAKE’s vision.
But for us, impact isn’t just measured in metrics. It’s in the trust we build with our clients, the brands we help evolve, and the relationships that extend far beyond a single project. Our collaboration with WWAKE has grown into an ongoing partnership with founder Wing Yau—exactly the kind of enduring connection we aim to create with every client we work with.