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From Local Roots to Global Reach: Tracksuit Built a High-Converting Creator Engine Across the US, UK & EU with Passionfroot
Tracksuit faced the challenge of scaling its brand presence across global markets while maintaining the authenticity and efficiency that set it apart in the crowded brand tracking space. As the team expanded beyond its core Australasian roots, they needed a way to reach new audiences — particularly in the US, UK, and EU — through credible voices that resonated with in-house marketers and agencies.
By streamlining how Tracksuit discovered, activated, and collaborated with creators, Passionfroot enabled the team to expand into new markets with precision and speed. Passionfroot’s platform allowed Tracksuit to identify niche-aligned creators across the US, UK, and EU, manage end-to-end campaigns in one place, and track campaign performances.
The Partner: Tracksuit
Tracksuit is a fast-growing brand tracking platform that makes always-on brand measurement radically more affordable and accessible for modern consumer businesses. By delivering real-time insights on awareness, consideration, preference, and perception, Tracksuit helps B2C marketers and agencies build stronger brands with smarter data.
Grace Kortegast, Brand Partnership Manager, leads the company’s creator and sponsor partnership programs. As Tracksuit expanded globally — now with over 158 team members across offices in New York, London, Sydney, and Auckland — the team recognized the need to evolve its marketing approach.
The Challenge
Tracksuit set out to expand its brand beyond its home markets and grow awareness among global B2C marketers and agencies. As the company scaled its reach and reputation, it encountered several key challenges in building an effective creator-led marketing engine — and needed the right partner to help turn early wins into a repeatable, scalable system.
- Expanding Into New Markets with Local Credibility: With most of the marketing team based in Australia and New Zealand, Tracksuit needed to break into the US, UK, and EU with creators who had local relevance and trust. Passionfroot offered deep knowledge of these media landscapes and helped surface creators with high alignment to Tracksuit’s buyer personas.
- Managing Global Creator Payments: Coordinating payments and onboarding with creators across different currencies, platforms, and geographies proved to be a growing pain for Tracksuit, risking slowing campaign momentum.
- Tracking Full-Funnel Impact: Unlike one-off influencer campaigns, Tracksuit aimed to understand how creator content influenced everything from brand awareness to website traffic and pipeline. This required better infrastructure to measure success holistically.
- Balancing Scale with Bandwidth: As the program grew, Tracksuit needed support to manage the day-to-day operations without sacrificing creative quality.
The Passionfroot Solution
What started as a small, founder-driven effort became a scalable, high-performing creator program — thanks to Passionfroot’s infrastructure, creative support, and campaign tooling. As a Managed Plan customer, Tracksuit had direct access to features like strategic guidance on campaign design, hands-on creator matchmaking, and executional support across multiple markets. Tracksuit used Passionfroot to expand its reach, streamline operations, and track meaningful business impact across markets:
- Global Creator Discovery with Local Fit: Passionfroot helped Tracksuit move beyond personal outreach and surface creators who had the right audience fit in the US, UK, and EU. With built-in discovery tools, the team could quickly identify creators who spoke directly to B2C marketers and agency buyers.
- End-to-End Campaign Management: Instead of juggling spreadsheets, Slack threads, and Google Docs, Tracksuit used Passionfroot to manage all creator partnerships in one place, from outreach to approvals, deliverables, feedback, and results. The entire team had visibility into what was live, what was in-flight, and what was next.
- Performance Tracking from Reach to Revenue: Passionfroot supported Tracksuit’s full-funnel measurement goals — tracking impressions, engagement, traffic, and down-funnel conversion signals. This allowed the marketing team to quantify the impact of creator content on pipeline and justify additional investment.
- Simplified Payments Across Borders: Managing creator payments used to be a manual, error-prone process. With Passionfroot, Tracksuit consolidated all creator invoices into a single workflow. This reduced time spent on finance ops and enabling faster, more reliable payouts for creators around the world.
- Credibility with Global Marketing Leaders: Through Passionfroot, Tracksuit was able to partner with globally respected voices like Margaret Molloy, CMO of Siegel+Gale. Her authentic endorsement of Tracksuit’s Gen Z brand report — shared with her extensive LinkedIn audience — became one of Tracksuit’s favorite collaborations, resonating deeply with their target audience through a trusted voice.
The Results
Tracksuit’s creator marketing program powered by Passionfroot evolved from a regional experiment into a global growth engine:
- Strong Audience Reach: Delivered 1.68M total impressions across Q2, reaching an average of 59% of the total audience and peaking at 50% serviceable leads in June — well above typical benchmark visibility.
- Efficient Reach: Tracksuit’s CPM target is $125, which was validated in Q1. In Q2, Tracksuit achieved average CPM of $76 with an enhanced performance of content and creator selection.
- Effective Lead Generation: Achieved 1,966 total leads at an average CPL of $94, largely driven by the marketing concept of Entertain or Die, showing effective audience engagement and initial conversion performance.
- Creator Program Growth & Strategic Partnerships: Expanded the creator program by testing 25 new creators since the launch of Passionfroot, growing to 10 proven regulars and 2 in-house ambassadors. Passionfroot was managing ~40% to ~65% of the program, while driving high-impact collaborations with top brand builders like Elfried Samba and Charlotte Mair.
Advice for Other Marketers
Based on Tracksuit’s experience building a global creator program, here are key insights from Grace for marketers looking to scale authentic, full-funnel creator marketing:
- Blend Performance With Brand Thinking: Don’t approach creator marketing like a pure awareness play or a pure performance channel — it’s both. Use a content strategy lens to shape storytelling, and a growth lens to measure outcomes.
“Creators aren’t just distribution channels. The best ones believe in the product — and that shows in the content.”
- Invest in Structure Early: Creator marketing gets messy fast if you’re not set up to scale. A platform like Passionfroot helps centralize everything — outreach, approvals, tracking, and payments — so you can focus on strategy, not spreadsheets.
- Think of Creators as Mini Production Houses: Partnering with the right creators doesn’t just extend your reach — it also saves your internal team from needing to spin up new content constantly.
“When the creator believes in what you’re doing, the content’s stronger — and it saves our team hours we would’ve spent creating it ourselves.”
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