Overview
As Duluth Trading Company expanded its investment in social media, the challenge wasn’t defining its audience—it was reaching more of the right people without sacrificing the authenticity that had built the brand’s reputation. Joybyte developed a creator partnership strategy that identified individuals already living the lifestyles Duluth serves, allowing genuine product experiences to replace traditional promotional content. By building a scalable network of trusted creators across workwear, outdoor, and DIY communities, the brand increased social visibility, generated a growing library of authentic content, and established a repeatable framework for introducing new products through credible voices rather than conventional advertising.
Results
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149,167
Total Impressions/Views
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70
Creators
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48
Fully Licensed Assets
Strategy
Duluth set out to expand brand awareness by building a scalable ambassador program around the people who already represented its core customer base. Rather than relying on broad influencer campaigns, the strategy focused on partnering with authentic creators across farming, DIY, blue-collar, hunting, fishing, and outdoor communities who could naturally demonstrate how Duluth products solved real-world problems. This creator-first approach allowed the brand to generate credible social proof while producing a steady stream of reusable content at scale.
Execution
Joybyte recruited and activated a network of highly relevant micro creators whose audiences closely matched Duluth’s target customers. Rather than scripting promotional content, creators integrated Duluth’s cooling apparel into the work, outdoor activities, and lifestyles they were already sharing with their communities. The campaign generated authentic product demonstrations while creating a library of licensed creative that could be leveraged across the brand’s broader marketing efforts
Results
Duluth Trading Company established a scalable creator ambassador program that expanded brand visibility while reinforcing trust with its core audience. By focusing on authentic creators with strong category relevance, the brand generated meaningful awareness, built a reusable content library, and created a repeatable framework for supporting future product launches and ongoing social storytelling.
