LTK brings together top Creators and global brands every year to celebrate the ever-growing Creator Marketing ecosystem. LTKCon 2024 focused on Creator-driven marketing strategies, explored top industry trends, and honored standout brands and Creators.
We were thrilled to host a fireside chat at this year’s event with two of our rising star retailers and LTKCon award winners, Wayfair and Aritzia. The session, moderated by LTK’s GM of Brand Platform, Kristi O’Brien, featured Brian Manning, Head of Brand Social, Influencer, and Partnership Marketing at Wayfair, and Heather LeMasters, Vice President of Performance Marketing at Aritzia.
Together, they shared how Creator Marketing has transformed their strategies, driven measurable results, and fostered meaningful connections with their audiences. Continue reading for the key takeaways.
Driving Full-Funnel Results
In today’s competitive market, Creators can help impact every stage of the marketing funnel, from generating awareness to driving conversions. Both Aritzia and Wayfair highlighted how personalized storytelling through Creators has become integral to building authentic connections and trust with audiences, driving growth.
Amplifying the brand mission
A longtime LTK partner since 2019, Wayfair leverages Creators to bring its brand promise, “Every Style, Every Home,” to life. Brian Manning highlighted how Creators serve as trusted voices and help simplify home decor decisions by curating styles and inspiring confidence in customers. With Creators as a core part of its strategy, Wayfair continues to meet customers where they are—through CTV ads, YouTube, and more—driving market penetration and fostering deeper connections.
Building connections across the border
Aritzia, a Canadian retailer, has leaned on Creators to support its expansion into the U.S. market and drive demand, particularly among Gen Z audiences. Heather LeMasters shared how close Creator relationships have helped Aritzia build brand awareness, foster trust, and drive meaningful engagement with new customers.
Driving customer relationships into measurable results
Despite being vastly different brands, the two emphasized the value of building connections to achieve their goals. Wayfair integrates Creators to showcase product diversity and reinforce its position as the go-to source for home goods, while Aritizia leans on Creators to showcase style tips through engaging video content. No matter the approach, Creator Marketing provides touchpoints for audiences across the entire shopping journey.
Enhancing the Shopping Experience Through Personalization
Personalization is key to creating seamless shopping experiences, and Wayfair and Aritzia both use Creators to elevate their strategies—blending advanced technology with human expertise to meet customer needs.
Balancing AI with human expertise
Wayfair integrates AI-driven tools such as Decorify, which allows customers to upload a photo of their space and receive personalized decor recommendations through AI-generated visuals. While technology can provide tailored solutions, Creators complement such tools by offering trusted, curated recommendations to help customers feel confident in their decisions.
Redefining the personal shopper
Not many brands still offer personal shoppers, making Aritzia unique. Aritzia has always prioritized personalization through its in-store style advisors who work one-on-one with clients to curate tailored looks. Partnering with LTK has allowed the brand to extend this experience into the digital space. Creators now serve as “digital style advisors,” sharing authentic video content that simplifies purchase decisions and drives conversions.
Unlocking the Power of Creators
Successful Creator Marketing is built on collaboration and partnership. By fostering strong relationships with Creators and leveraging their unique insights, brands such as Aritzia and Wayfair are not only supporting their customers but also refining their strategies for long-term success.
Fostering an open dialogue with Creators
Aritzia uses a collaborative approach, valuing feedback from Creators and their followers. This input informs product improvements, from refining fit and sizing to updating item descriptions. By aligning Creator insights with customer needs, Aritzia ensures its products resonate with its audience.
Offering guidance to customers
With millions of products in its catalog, Wayfair relies on Creators to help customers navigate their options. Creators play a curatorial role, guiding audiences toward products that match their needs and styles. As seasoned partners, LTK Creators have driven more than half a billion dollars in sales to Wayfair, proving the power of personalized recommendations.
Adapting Strategies for the Future
As the market continues to evolve, Aritzia and Wayfair are adapting their strategies to stay ahead—whether by expanding into new territories or refining existing programs. Both brands exemplify how Creator partnerships can unlock new opportunities, drive sustained success, and keep their brands top of mind for customers.
Breaking into new markets
When you see a social ad for an unknown brand, it’s easy to keep scrolling. Upon entering the U.S. market, Aritzia relied on LTK Creators to act as trusted ambassadors, introducing the Canadian brand to new audiences. These efforts stopped the scroll and drove awareness, particularly among Gen Z, helping Aritzia establish its presence in a competitive market.
Innovating for continued growth
Wayfair continues to refine its Creator program to empower its partners and drive results. Upcoming enhancements include improved mobile tracking for app users, expanded Creator access to its specialty retail brands (e.g., All Modern, Birch Lane, Joss & Main, and Paragold), and simplified commission structures to better reward Creators.
Write Your Own Creator Success Story with LTK
Creators are transforming the way brands connect with their audiences, offering trusted recommendations, product insights, and personalized advice. Get started with LTK to elevate and scale your Creator Marketing strategy, expand reach, and drive growth across every stage of the funnel.
