Situation BBQGuys is a major online retailer for all things grill-related. With its diverse array of recipes, kitchen tools, grill equipment, and other offerings, the brand wanted to partner with various influencers to share what made them #BornToGrill. The company’s vision was to work with creators whose content would present unique photo opportunities for the brand and create new user- generated content that could become brand assets. For expertise, contracting, and casting, BBQGuys partnered with Studio — impact.com’s managed services team for influencers and creators — as an extension of its internal influencer team. The impact.com team connected BBQGuys with influencers whose personal storytelling could offer a fresh viewpoint, atypical of the brand’s suburban backyard consume

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