About Blume

Blume is a Canadian wellness brand founded on a single idea: there's a kinder way into wellness. While the supplements category has built itself on confusion, intimidation, and prestige pricing, Blume designs products that taste like a treat and actually do something. The team calls it “flavor plus function.”

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The lineup spans two product worlds. Superfood Latte Blends bring cafe-style flavors like salted caramel and hot chocolate, made with whole organic ingredients and boosted with superfoods targeted to energy, digestion, or sleep. SuperBelly, the brand's daily gut-support-plus-hydration powder, combines probiotics, prebiotics, fermented apple cider vinegar, and hydrating minerals into a zero-sugar drink. It has become the rocket ship behind Blume's recent growth.

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Blume has been a household name in Canada for nearly a decade. The brand entered the U.S. market three years ago and is now stocked in major retail. Christie Kaake has been at Blume for three years; she runs the creator program, plus events and brand partnerships.

The Challenge

Two and a half years ago, Blume's creator program was barely a program at all.

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“It was a little bit chaotic. It was a couple of Google spreadsheets. It was a list of who we had sent product to, and I would literally have either myself or somebody else in our DMs every day checking if somebody had posted. We did not track impressions. It wasn't cute, but it worked for us at the time.” — Christie Kaake

The team would send a mailer and cross their fingers someone would post. No CPM goals, no impressions tracking, no earned media value (EMV), no central system for capturing content. As Blume pushed harder into the U.S. market, where the brand still had less awareness than it did at home in Canada, the creator program needed to evolve from a casual gifting motion into a structured growth lever.

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But every platform Christie evaluated either duplicated infrastructure Blume already had or couldn't capture Instagram Stories, the format where the most authentic Blume content was happening.

The Solution

Christie had used Archive a few years prior and remembered it as the only tool that detected every Story automatically, even ones on the weekend where the creators posted and never tagged the brand. When the team committed to building a real creator program, she came back to Archive. It became the operational backbone of everything that followed.

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Today, Blume runs a deeply relationship-first creator program, and Archive is how they keep it personal at scale. Even across 2,500-plus creators, the program stays people-first: product first, real conversations, and monthly notes from Christie, with Archive capturing what creators post, even on weekends, so no relationship slips through the cracks. The program is tiered:

• Seeding loop: micro and mid-tier creators receive product unconditionally; what matters is whether they genuinely love it.
• BlumeKind ambassador program: for creators who do, unlocking affiliate codes, VIP event invites, monthly emails from Christie, consistent mailers, paid partnership opportunities, and contesting.
• Strategic partners: a small group of macro creators whose values and audience deeply align.

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Every tier runs through Archive. Seeding lists become Campaigns with shared Labels, and the content flows in automatically. Christie's team uses Creator Search to find new creators by geography and audience (wellness girlies, new moms, pregnant women, perimenopausal audiences, depending on the launch). They get results in seconds instead of hours hunting across Instagram and TikTok. And the ads team uses Collections to bookmark content for Usage Rights and whitelisting. This is how Blume builds their content flywheel.

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“Our whole seeding program hinges on Archive. As soon as we seed somebody, we add them as a creator, give them a label, and that label feeds into a larger campaign. We use that to track metrics. When we have a contest going on, we use it to filter through the content and pick the best.”

The flagship example is the SuperBelly Mango Passionfruit launch, the first Archive campaign Blume ever ran. Blume seeded just over 1,000 creators with no creator fees beyond gifted product. The original goal was 2 million impressions.

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“We crushed those goals. Archive helped us see that. It helped us track the content. It helped me report stronger. We exported the content, we got the content flywheel going, we were able to request usage rights and get them into ads right away.”

Archive has also become an unexpected steward of creator relationships. When a longtime BlumeKind ambassador's grandfather, who has dementia and struggles to remember to eat and drink, found that SuperBelly was the one thing he reliably remembered, she started posting about him. Blume calls him SuperWelly. As his health has declined, she's been posting in real time, and Archive captures her posts as they go live, even on weekends when no one on the Blume team is online.

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“If she posts on a Saturday and we don't have somebody online until Monday, we're not missing that story, or an update on SuperWelly. That speaks volumes to the way Archive is helping shape our relationships with influencers and capturing everything that they post, so we're able to pick up right where it left off.”

The Results

On the SuperBelly Mango Passionfruit launch, Blume's first Archive campaign, the team drove 4.6 million impressions, more than double the 2 million goal. Just over 1,000 creators were seeded with no creator fees beyond gifted product, and 530 of them posted, a post rate above 50%. Across the last fiscal year, Blume reached 17.5 million impressions, beating its 15 million goal.

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The program now runs relationship-first at scale: seeding, BlumeKind ambassadors, and strategic partners, all managed in Archive and scaled past 2,500 creators while staying people-first. And the content flywheel is fully deployed, with UGC moving from Archive into paid ads and whitelisting.

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“If you're starting a creator marketing program, the most important piece to keep in mind is that it can't be transactional. It has to be people first and community first. Even though you have a dashboard with metrics that you're tracking, you need to make sure you're using those metrics to inform how you build relationships with your creators.”