Thread the Word is an Australian brand specialising in custom embroidered baby blankets and keepsakes. Known for their premium quality and thoughtful craftsmanship, the brand has become a go-to for meaningful baby gifts and personalised nursery items.
Thread the Word wanted to scale their online presence and drive conversions through influencer marketing. But managing dozens of influencer relationships, tracking performance, and distributing samples manually was time-consuming and inefficient for a small team.
Like most brands, they also had no way of knowing which collaboration drove which sale.
With Referwo, Thread the Word was able to:
Thread the Word focused on high-volume micro and mid-tier collaborations, mostly on gifted terms. Clear briefs and Referwo’s dashboard let a small team run campaigns at a scale that would normally need dedicated staff.
Then, like our strongest brands, they kept their affiliate codes live after the content went up. Each creator earns a commission only when their code drives a sale, so the content keeps working long after it is posted. Those codes are still bringing in orders today.
Key components included:
Sales (verified from order data):
Content and reach (from the original campaign phase):
Here is what makes this case different. Thread the Word’s results do not depend on one star creator. Their top four creators account for less than a third of tracked revenue. The other 70 selling creators drove the rest, order by order, at a $126 average basket. That breadth is what a creator pool is for.
When sales come from 74 different creators, no single relationship ending can dent the channel. Every approved creator who did not drive tracked sales still produced content, reach, and social proof that the brand continues to reuse across its marketing.
Every brand’s numbers look different. What every brand gets from day one is the same tracking, so you always know exactly what your influencer marketing earns, which creators drive it, and what it cost you.
Through Referwo, Thread the Word turned gifted collaborations into $59,547 in tracked sales across 471 orders, an 8.5x ROAS and 746% ROI on commission spend, spread across 74 different creators rather than resting on any single one. No agency retainer. No spreadsheets. No guessing at ROI.
Partner with Referwo today to start building effective influencer campaigns that drive real growth. Learn from these success stories and take your brand to the next level.
