Australian-based RISER Collective is transforming influencer marketing from a boutique service into a mass-production model by solving the logistical challenges that previously limited campaign scale. Founded in October 2022 as a sister company to Theory Crew PR agency, RISER operates with the ability to activate 100-400 micro-influencers simultaneously.

“RISER came from a real need,” explains Felicity Grey, the company’s founder and Managing Director, who has a decade of experience connecting brands with consumers across Australia and New Zealand. “We were seeing so many brands that wanted to gift at scale, but didn’t have the bandwidth to make it happen.”

RISER serves lifestyle brands across various categories, including food, beauty, beverage, parenting, and wellness, that require generating large volumes of content. The company industrializes the traditional influencer marketing model—high-touch, labor-intensive, and inherently limited in scale—while preserving the human element that makes creator content effective.

“Everything’s opt-in, and everything is tracked,” Felicity notes. “Traditional agencies might work with five to ten creators, but we’ll work with 200, and still deliver strong alignment, brand messaging, and UGC that performs.”

With nearly 300 campaigns executed for brands including Unilever, Honeywell, 7-Eleven, and Thankyou, RISER has proven that scale and quality can co-exist. The company has built a community of over 10,000 micro-influencers and generated more than 35,000 pieces of unique content, achieving a cumulative reach of over 300 million impressions. One campaign example achieved a 67% online uplift and a 30% in-store sales increase.

“Our mission is to make influencer sampling actually work for brands and for creators,” says Felicity, highlighting the dual focus that defines RISER’s modus operandi.

The Infrastructure of Influence

At the heart of RISER’s approach is an infrastructure designed to manage every aspect of mass-scale influencer campaigns. Instead of relying heavily on manual processes, the company has built systems that enable efficient operation at scale.

“Traditional seeding is often manual, small-scale, and based on guesswork,” Felicity says. “RISER flips that. We use opt-in tech, so creators choose the campaigns they want to be part of. We handle packing, shipping, tracking, and reporting. And we do it at volume.”

Rather than cold-sending products and hoping for coverage, RISER allows creators to self-select into campaigns that truly interest them. When creators apply for campaigns aligned with their content style and audience interests, the resulting content feels genuine rather than forced..

“Instead of ten posts, you get hundreds. Instead of chasing creators, you’re partnering with people who are keen to be involved and who guarantee to post,” Felicity explains, noting that the guarantee element is crucial—it transforms influencer gifting from a hopeful exercise into a predictable, measurable marketing channel.

Felicity’s acceptance speech at “The Steview Awards”

Quality Control at Scale

The most common objection to mass-influencer campaigns is the potential dilution of quality and sincerity. Felicity has designed RISER’s model specifically to address this concern.

“The answer is opt-in,” she reveals. “Every creator we work with applies for campaigns. We don’t cold-send or bulk drop. That means the people posting are genuinely interested, aligned, and invested.”

According to Felicity, this self-selection mechanism ensures that creators are personally motivated to produce quality content. RISER further enhances content quality through thoughtful briefing that balances guidance with creative freedom.

“We make sure creators are set up for success with brand-supplied inspiration, mood boards, and clear tagging and messaging guidelines,” she explains. “That said, we love giving creators the space to do their thing. The best content often comes when they can tailor it to their audience and make it feel native to their feed.”

RISER’s industrial approach includes detailed data collection and analysis that continuously improves both campaign performance and creator satisfaction.

“We track everything from creator recruitment and campaign opt-ins, through to a lift in the brand’s Instagram followers, content performance, and even our own marketing and PR efforts,” Felicity says. “But we don’t just look at one side of the story. We value brand and creator feedback equally and use both to assess how a campaign has landed from all angles.”

Technology as the Enabler

Central to RISER’s industrialization of influencer marketing is its custom technology platform. Currently in beta, this platform streamlines campaign management for both brands and creators.

“It’s a hands-on process for now, but our RISER platform is set to take it up a notch,” Felicity reveals. “Soon, we’ll be managing campaigns more efficiently with the help of proprietary tech that still keeps brands in the driver’s seat, just with way more ease.”

The platform provides creators with a central hub to apply for campaigns, track their content, and manage their relationship with RISER, while offering brands streamlined campaign setup, creator selection, and performance tracking.

As Felicity notes, just as marketing automation platforms changed email marketing from a manual to a programmatic channel, RISER’s technology is doing the same for creator partnerships. The “2024 Good Design Award” received by the platform reflects its effectiveness as a marketing technology tool.

Addressing Industry Assumptions

RISER’s approach directly challenges several assumptions about influencer marketing, particularly regarding the value of gifting campaigns versus paid partnerships.

“That they’re low value or just fluff,” Felicity says about the biggest misconception about gifting campaigns. “We’ve had campaigns that delivered more UGC and better engagement than big budget paid ones. It all comes down to the strategy and execution. When it’s done well, gifting is one of the smartest ways to build brand love, content banks, and social proof all at once.”

RISER’s measurement-based approach also addresses the industry’s struggle with transparent, accessible analytics. “Access to data,” Felicity reveals what she would change about the influencer marketing industry. “It’s wild how often key metrics are locked away. Brands want to make smart, informed decisions, but they often operate in the dark. If I could change one thing, it would be making analytics more transparent and accessible across the board.”

Another industry assumption RISER questions is that larger followings equal greater impact. “The biggest learning has been just how powerful micro-influencers really are,” Felicity reflects. “When we first started, there was still some hesitation from brands—they thought you needed huge followings to make an impact. But what we’ve seen again and again is that engagement and sincerity matter so much more.”

Industrialized Influence on the Horizon

As RISER continues to develop its model, Felicity has clear plans for the company’s growth that reflect her vision for the direction of the creator economy.

“It’s a big year for RISER. We’re officially scaling what we do best, high-impact, high-volume influencer campaigns, and we’ve already launched new offerings like survey and review packages, with UGC products coming soon,” Felicity shares. “These give brands even more ways to connect with real people and turn creator content into measurable results.”

The company is also expanding beyond its established presence in Australia and New Zealand. “We’re expanding into international markets, growing the team, and putting more focus on building RISER as a brand now that we’re well-established across Australia and New Zealand,” Felicity notes.

Looking at the broader creator economy, Felicity suggests several key developments that align with RISER’s approach. “We’ll see a lot more creators leaning into niche audiences, and platforms that help brands find them more easily,” she forecasts. “I also think we’ll see more blending of paid and organic, like brands using UGC as ad content, and creators building their own product lines or businesses. The lines are going to keep blurring.”

For brands considering their first foray into scaled influencer marketing, Felicity offers straightforward advice: “Keep it simple, keep it real, and trust your creators. The most impactful content often comes from giving people a product they genuinely like and letting them talk about it in their own voice.”