Laura Jayne Lamb, the creator behind @costcohotfinds, has broken the traditional brand deal model by finding a new way to make money posting about her favorite store.
The business of brand deals: Historically, the main way creators made money was as distributors. A brand pays for access to your audience and in exchange, you make and publish an ad.
But partnerships are evolving. Today, brands work with creators as talent, directors, consultants, and in Lamb’s case: as shoppers.
The business of being a Costco superfan: Despite her username, Lamb isn’t paid by or affiliated with Costco. Instead, companies that sell there, like SharkNinja and Procter & Gamble, sponsor Lamb’s posts for her to shop their products at her local warehouse.
Some lock in long-term deals, but demand for exposure to her audience of over 5.7M is high enough that her management team turns down most offers.
Why brands come calling: According to its latest annual report, Costco carries fewer than 4K products per warehouse. Items that don’t sell fast enough risk losing their spot. Well-timed content from Lamb not only sells products, but secures shelf space.
For example, after posting about an Esprit crewneck sweater in mid July, Dallas-area managers fielded hundreds of calls about it the next day. A week later, the sweater sold out on Costco’s website.
Why creators should take note: Brands will pay a premium to protect their placement in critical retail locations. Millions of followers trust Lamb to curate their next Costco run shopping list, which means she gets paid to shop for her favorite brands at her favorite store.
For creators pitching their next partnership, your favorite store might not pay you, but its shelves are stocked with plenty of brands that might.
