Influencer Advisory™What does Lola Blankets influencer marketing look like?
Lola Blankets influencer marketing runs on gifting: its first gifted blankets sold 50,000 one Christmas, while a star with 2 million followers sold almost none.
Founder · November 14, 2026 · 2 min read
Lola Blankets gifts blankets to people who cannot help but talk about them. The first gifted blankets sold $50,000 that first Christmas and approximately $500,000 to date. (Lola Blankets)
Reach alone did not pay. One influencer with 2 million followers from a reality show sold almost nothing of the product. (Lola Blankets)
How does Lola Blankets find the people who post about it?
Gift the product, and get the quality right first
The method after quality is seeding: send blankets to people and let them talk. A FERMAT channel host bought the product himself and promotes the brand with a link to lolablankets.com, which is creator style content nobody scripted. (Lola Blankets)
The buyer it aims at is usually women 30 plus with higher incomes, who tend to be the primary purchasers of household items. (Lola Blankets)
Gifting finds the people who care. The next question is whether a bigger audience sells more.
Do influencers with more followers sell more?
Match follower intent, then pay for the result
Warning Early on, Lola Blankets sent a blanket to a woman who built 2 million followers on a reality show. She posted a lot about the product and it sold almost nothing.
A smaller influencer with 100,000 followers can have a higher conversion rate than a larger influencer if their follower intent aligns. (Lola Blankets)
Intent decides the sale, so test small creators before you write a big cheque.
What did Lola Blankets do after influencers?
Take proven demand into retail
The brand is 4.5 years old and turns 5 in September. Retail is next: about 20 Nordstrom stores this month and many more locations by the end of the year. (Lola Blankets)
Its social presence was built on fashion style visuals and a genuine voice rather than a conventional home goods look, per the host's observation of billboards and feeds. (Lola Blankets)
Retail followed content that already sold online, so build the content proof first.
Is there someone who can run this for my brand?
Gifting, testing small creators and watching sales is a lot of weekly work, and we run it for brands.
Creators keep posting all year, without a flat fee every time. New creators ask to get in, so cold outreach shrinks. Creators share hooks and ideas, so the content gets better. Videos you can run as ads. Small creators tell you what to fix in your product.
If you have some of the steps in place, we audit what's missing in each and how to take it further.