How we grewEmme Mama
Where they were
Emme Mama, a label of Amplify Brands, designs maternity wear that adapts through pregnancy. Its creators had to be visibly pregnant, and a creator who fits in her second trimester is postpartum a few months later, so the pool needs rebuilding all the time. UGC platforms could not keep up, and polished studio content lost to real try-ons every time.
What we decided
We stopped renting marketplaces and built a sourcing engine that never stops. Our team recruited pregnant nano and micro creators straight from Instagram, Saral and Shopify Collabs every week, chosen on the quality of their videos rather than follower count. High-touch relationships meant a collaboration could follow a creator across trimesters and new product drops instead of ending after one post, and the content mix of try-ons, styling and explainers shifted with what the brand’s team saw performing. Every piece landed in an organised folder library.
What happened
Over more than a year, 700 influencers were recruited and 550 high-quality content pieces delivered on a minimal budget, filling the brand’s channels and supporting affiliate sales along the way. John Chen, founder of Amplify Brands, talks about the collaboration in the video below.
.png)
