If you’re managing creator-forward affiliate programs for multiple brands or products, you already know the challenge: there’s no shortage of data, but turning that data into meaningful growth takes the right tools and the right strategy. ShopMy has become a powerful platform in our toolkit for doing exactly that and, in this post, we’ll walk through how we use it, what to look for, and how we applied these practices to a real DMi campaign.

Understanding the ShopMy Platform

Before diving into strategy, it helps to understand what ShopMy actually gives you access to. ShopMy is essentially a creator-driven affiliate platform that allows brands to connect directly with creators, track performance, and manage campaigns all in one place.

Features vary depending on which package a brand is on, so it’s important to know your capabilities before setting expectations.

Communicating with Creators Inside ShopMy

ShopMy offers several tools that make creator outreach and campaign management much more streamlined than traditional methods. Lookbooks for gifting, creator opportunities, and direct messaging all live within the platform, so you can manage relationships and campaigns without bouncing between tools.

These features create a documented trail of communication and campaign activity that feeds directly into your analytics. What makes ShopMy particularly valuable is that it’s one of the first creator platforms to give brands access to individual creator performance data without requiring a significant upfront investment. Having that granular, creator-level data readily accessible makes it far easier to pull insights and translate them into strategic recommendationsm without needing to commit to a multi-thousand dollar campaign just to learn what’s working.

Making the Most of a ShopMy Looker Dashboard

Beyond ShopMy’s native analytics, our team leverages a proprietary Looker Dashboard that consolidates performance data across our entire brand portfolio, giving us a more streamlined cross-brand view. While building something similar requires internal development resources, the underlying principle is essentially: the more visibility you have across campaigns, the smarter your decisions become.

Here are a few ways we use our Looker dashboard:

Find Pre-Existing Brand Advocates

• By filtering the date range to before a brand joined ShopMy Pro, we can identify creators who were already promoting the brand on their own without any outreach or gifting. These are warm, authentic advocates who are often the best candidates for deeper engagement.

Understand Retailer-Specific Behavior

• If a brand sells across multiple retailers, the dashboard pulls in performance across all of them. That means you might spot creators driving traffic to a retailer’s site instead of the brand’s DTC site, which is a clear signal to reach out and encourage direct linking.

Track Creator Activity Over Time

• Digging into the month-by-month view and expanding to the creator level reveals who’s been consistently active, who’s fallen off, and who might be worth re-engaging through gifting or a new opportunity.

Leverage Cross-Brand Learnings

• One of the real advantages of managing multiple brands on ShopMy is being able to cross-reference what’s working. If you’re managing two brands in a similar space, you can look at which creators are performing well for one brand and explore whether they’d be a fit for the other.

Building Relationships That Last

Affiliate programs built on one-off transactions rarely perform as well as those grounded in genuine, ongoing creator relationships. The brands that see the best results from ShopMy are the ones investing in those relationships consistently through regular communication, thoughtful gifting, and personalized outreach.

Getting to know each creator’s strengths, content style, and audience helps you tailor your approach over time. That kind of attention builds trust, and trust leads to more authentic promotion, which ultimately shows up in the numbers.

NAADAM: A Case Study

One of our clients, NAADAM, opted into the ShopMy Pro Package in August 2025. Prior to that, the brand was available for creators to link to on ShopMy, but there wasn’t any outreach, gifting, or direct creator engagement.

Once we onboarded them into the Pro Package, the first step was identifying creators whose audiences closely matched NAADAM’s target customer. Using ShopMy’s analytics, we prioritized partners with strong engagement and a demonstrated ability to drive sales.

From there, we set campaign goals and provided detailed briefs so creators knew exactly what the brand was looking for. ShopMy’s platform also gives brands visibility into any competing or complementary brands a creator is already promoting. This is a very strong filter for identifying creators who are already fans of similar, like-minded brands and are therefore more likely to authentically support yours.

The results after just four months:

• 300% increase in creators promoting NAADAM via ShopMy
• 1,723% increase in creator-driven revenue
• 540% increase in creator-driven traffic
• 200+ creators gifted
• 60% promotion rate, meaning 6 in 10 creators who received a gift went on to actively promote the brand through linking

Additionally, 7 of NAADAM’s top 10 revenue-driving creators in that period were net-new partnerships sourced through DMi’s efforts. Relationships that didn’t exist before.

These numbers are a strong reminder of what’s possible when strategy, data, and execution come together. The impact wasn’t just reflected in the numbers. Here’s how NAADAM’s team described the partnership:

“Working with DMi has been a great extension of our influencer strategy team. They’ve helped support and manage our affiliate programs while collaborating closely with us to ensure everything stays aligned with our brand goals and priorities. Especially as a seasonal brand, where so much of our effort is concentrated within key time periods, having a strong partner to help execute alongside our internal strategy has been incredibly valuable.” — Luke Roehm, Social, Influencer, and Creative Operations Assistant, NAADAM

NAADAM offers sustainable, quality cashmere clothing and already has a solid brand foundation and popular product. Layered with consistent performance reviews, proactive creator outreach, and ongoing collaboration between the account manager and influencer teams, we were able to elevate their brand on ShopMy and beyond.

Final Thoughts

ShopMy is a powerful platform that can reliably support your affiliate strategy. Whether you’re just getting started or looking to scale an existing program, the key is to use the ShopMy data to build real relationships with creators, and stay closely aligned between your strategy and execution teams. When all those pieces are in place, the growth potential is substantial, and can last longer than a high-quality cashmere sweater (which is 10 years or more, if you can believe it).