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When Grin was launched in 2017, the company observed the challenges faced by influencer marketing teams in achieving their goals. The collaboration process between brands and influencers was hindered by middlemen, such as marketplaces and networks.

In response to this issue, Grin introduced Authentic Influencer Marketing in 2018. The primary goal was to empower brand teams to take ownership of their direct relationships with influencers, enabling them to foster genuine endorsements directly to consumers.

Recognizing that the key to cultivating trusted content from influencers lay in brands building direct relationships, Grin emphasized the importance of bypassing middlemen. The company advocated for brands to view influencers not merely as transactions but as genuine connections that could deliver trust to consumers.