About the brand
Whole Supp is a health and nutrition brand operating across both the UK and Ireland markets. With a strong product range and a growing DTC presence, they came to JM Digital needing a structured influencer programme that could generate genuine social proof, build a scalable content library, and deliver commercial performance beyond vanity metrics.
The challenge
Whole Supp needed an influencer programme that could work across two markets simultaneously while keeping costs efficient and content quality high. The brief was to build something that delivered immediate organic reach while also creating assets with long-term value, content that could continue working for the brand well beyond the original post.
What we did
JM Digital built and managed a full gifted affiliate influencer programme for Whole Supp end to end across both UK and Ireland markets. The programme covered initial creator sourcing and briefing through to posting schedule management across both territories. Usage rights were negotiated upfront across the entire roster from the outset, ensuring the brand retained full rights to every piece of content created.
Every creator brief was written to drive content that performed commercially, not just content that looked good. Creator selection was assessed through our proprietary influence model before any gifting was committed, with commercial potential evaluated upfront rather than assumed. CPC performance was tracked throughout, consistently outperforming benchmarks and demonstrating commercial strength well beyond reach metrics alone.
Double-digit unique pieces of creator content were secured across the programme, with incremental content shared for wider use across the brand’s own organic channels.
The results
The programme delivered single-digit CPMs across the roster, significantly below standard benchmarks. Six-figure total views were generated through the affiliate channel, with CPC consistently outperforming benchmarks throughout. Double-digit unique content assets were secured across the programme, giving Whole Supp a content library that continues to work long after the original posts went live.
Ready to grow your brand?
JM Digital works with DTC brands across the UK and Ireland on influencer marketing, gifted affiliate programmes, UGC, and ecommerce growth. Get in touch to talk through your goals.
