Long before creators became one of the main drivers of sales for brands, Toda Up was already betting on a relationship-based model. Born in the digital environment, the company transformed influencers into strategic partners and, six years later, is reaping the rewards of that decision. Throughout its history, more than 2,000 creators have participated in the brand's program and, in the first half of this year alone, the share of influencer campaigns in Toda Up's revenue jumped from 7% to 25%, reinforcing the impact of the strategy on the business's growth.
More than just promoting products, these creators follow the brand's evolution, share insights on new developments, test solutions, and help strengthen a community built on the real needs of women. Over the years, this close relationship has led many of them to go from being mere spokespeople to becoming active participants in the brand's evolution.
“From the beginning, we believed that relationships built on trust generate more value than one-off campaigns. The creators have always been involved in building the company, bringing different perspectives and contributing to the brand's evolution. Six years later, seeing this relationship reflected in the business results reinforces that we chose the right path,” says Rayssa Siqueira, CEO of Toda Up.
Among influencers, one of the most cited differentiating factors is creative freedom. For Joana Costa, the brand's trust allowed her to develop content without compromising her own identity, strengthening her trajectory as a content creator. "The brand has always believed in who I am. This made the partnership a very genuine one."
This relationship model also involves co-creation. The Fundão Cult emphasizes that the brand shares processes, listens to its partners, and encourages active participation in different stages of the brand, from launches to strategic decisions. One of the most memorable moments of this relationship was accompanying the rebranding process.
“We feel like we're part of the team. Toda Up always keeps us informed, co-creates with us, and makes it clear that we're building this story together.“
This close relationship leads many influencers to promote the brand beyond just campaigns. Jéssica Flores, says that recommending the products happens spontaneously precisely because they are part of her routine. According to her, this authenticity strengthens the community's trust and makes content creation much more natural.
Ana Luiza Palhares , known as Cinderella, shares a similar experience . The influencer states that the products are present in her daily life, not just in advertising campaigns. One of the most striking examples was her choice of Comfort Up for labor, a time when comfort and safety were essential. For her, this presence on such important occasions demonstrates that the partnership extends beyond the digital realm.
Beyond authenticity, diversity also emerges as one of the pillars of the community built by the brand. By bringing together women with different lifestyles, body types, and stories, the brand broadens consumer identification and reinforces its commitment to solutions designed for everyone.
For Raquell Grachet, this representation became evident during her own transformation. The influencer lost 50 kg over the past few years and says that the company was present in all phases of this change. “The brand dressed me when I weighed 108 kg and continues to serve me today, at 58 kg, maintaining the same comfort and quality. This shows that it really develops products thinking about all women, regardless of body type or stage of life.”
The influencers' accounts reveal a common thread: Toda Up has gone from being just a partner brand to occupying a space in the daily lives and stories of those who create content for it. Freedom, confidence, comfort, belonging, and authenticity are recurring attributes among the creators when describing this relationship built over the last six years.
More than just keeping up with the evolution of influencer marketing, Toda Up has grown alongside it. By transforming creators into strategic partners since the brand's early years, it has consolidated a model based on trust, collaboration, and long-term relationships. This commitment is also reflected in Toda Up's Creator Program, which has brought together more than 2,000 participants throughout the brand's history.
In addition to invitations from the Influencer Marketing team, creators with 2,500 or more followers can also apply to participate in the program. After a curation process, those approved receive products from the brand and become part of exclusive campaigns, launches, and initiatives, strengthening a community that continues to grow alongside Toda Up.
