[cwnyth]

The paper says that influencer marketing was new in Gymshark's case. It doesn't claim that this works repeatedly. Was it lightning in a bottle, i.e. Gymshark got lucky because it was early, or is it a consistently smart strategy?

[satvikpendem]

It is repeatable to some extent, again, if you know what you're doing. There are guides online.

https://youtu.be/7JtttjbTRAQ

https://www.demandcurve.com/growth/run-ads

[dotcoma]

Also, influencer advertising is a different beast, it's not standard advertising. More like PR or testimonials.