Key Result
Increase in social traffic
Total views generated
Sell-out rate at major retailers
"Off Shelf" Retail Placement Secured
Client Background
Dremel Power Tools isn't your average power tool brand. They're doing things differently - with both their tools and their creators. When they launched Blueprint, a new line for DIY enthusiasts and homeowners, they needed an influencer strategy to match their innovative approach.
The Challenge
Before Popular Pays, Dremel's influencer campaigns were complete chaos. Cala Wolf, Social Media & Influencer Manager, was drowning in Excel sheets, scattered emails, and manual processes that consumed entire days.
The reality: manually scrolling through follower lists, waiting weeks for legal contract negotiations, and tracking dozens of deliverables across disconnected spreadsheets. For Blueprint - their most important launch - they needed creators who authentically embodied keywords like "beginner," "homeowner," "renter," and "DIY."
Cala needed a unified solution for creator communication, content collection, contracts, payments, and performance tracking - all while ensuring global usage rights for international operations.
"I used to spend hours sourcing influencers, approving and receiving content and measuring ROI. And now with Popular Pays, I can do it in minutes."
Cala Wolf
Social Media & Influencer Manager, Dremel Power Tools
Key Result
Increase in social traffic
The Strategy
Popular Pays enabled Dremel's largest influencer campaign through three strategic pillars:
Instant Creator Discovery
Advanced filtering surfaced micro-to-mega creators who genuinely represented target audiences. Real-time demographics and engagement analysis meant finding perfect fits in minutes, not days.
Multi-Platform Content Mastery
Dremel's first TikTok venture plus expanded Instagram and YouTube presence. Macro creators like @dadsocial joined authentic micro-influencers, creating platform-optimized content with consistent Blueprint messaging.
Flexible Service Model
Managed service for the major Blueprint launch with dedicated support, plus self-serve for smaller campaigns - providing operational flexibility to scale based on real-time needs.
"I never want to run a campaign without Popular Pays again, actually. If I had to do this without Popular Pays, the hardest part would have been everything."
Cala Wolf
Social Media & Influencer Manager, Dremel Power Tools
Implementation Details
Streamlined Brief Creation: Comprehensive campaign briefs had creators applying within days - a dramatic shift from weeks-long sourcing.
Effortless Creator Vetting: Real-time creator analysis replaced manual follower checking. Instant demographics and engagement insights ensured perfect audience alignment.
Communication Revolution: All interactions moved from chaotic email threads to integrated messaging. "Instead of 20 emails back and forth, it was as simple as one click" for revisions.
Automated Operations: Popular Pays eliminated weeks of legal negotiations while securing global usage rights. Automated payments built positive creator relationships extending beyond single campaigns.
Organized Asset Hub: All content automatically organized into a searchable library, enabling multiple teams to leverage assets across marketing channels.
Results and Impact
The Blueprint campaign shattered expectations:
[.lf-cs-result-wrapper]10.5M Total views generated[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]1200% Increase in social traffic[.lf-cs-result-wrapper]
[.lf-cs-result-wrapper]100% Sell-out rate at major retailers[.lf-cs-result-wrapper]
Blueprint tools sold out daily, earning premium "off shelf" placement typically reserved for bestsellers. International demand exploded with comments asking when Blueprint would hit the UK, Germany, and Australia.
Internally, the success was transformational. Cala received a brand experience award, generating increased budget allocation and executive excitement for future campaigns. "When you have a campaign like this, it makes it easy because they're seeing it themselves.”
"Popular Pays helped Dremel see a sense of virality we have never seen before online - over 10 million partnership views in the first month, sell out at major retailers, and just great sentiment online. Popular Pays made it happen."
Cala Wolf
Social Media & Influencer Manager, Dremel Power Tools
Key Learnings
Platform Integration Transforms Everything: Moving from Excel chaos to unified platform improved both campaign quality and creator relationships.
Authentic Creator Alignment Drives Real Results: Finding creators genuinely associated with target keywords resulted in authentic content that drove engagement and actual sales.
Multi-Platform Strategy Amplifies Impact: Expansion to TikTok and YouTube with platform-specific optimization dramatically expanded reach while maintaining message consistency.
Usage Rights Enable Long-Term Value: Comprehensive content rights meant one campaign could fuel multiple marketing initiatives, turning a single investment into an ongoing asset.
