How did Daniel Wellington use micro-influencers to grow?

How did Daniel Wellington use micro-influencers to grow?

Daniel Wellington achieved massive scale by gifting watches to a high volume of micro-influencers instead of high-cost celebrities. Each creator was given a unique discount code, which successfully turned social media posts into a trackable and scalable sales engine. This strategy proved that authentic recommendations from many small accounts can be more powerful than a single celebrity endorsement.