Custom Influencer CRM
A custom-built CRM platform for DOG Copenhagen that replaces chaotic spreadsheets with one unified system. Automates manual tracking of influencers, reviews, and campaign KPIs in a global setup.
DOG Copenhagen is a strong and rapidly growing brand where influencer marketing is a massive driver of sales. But their internal setup could no longer keep up with their success. All administration — from the dog's profile data (size and breed) to shipping status, agreed posts, reviews, and performance stats — was managed in one enormous and messy Google Sheet. This resulted in a constant administrative backlog. It was near impossible for the marketing team to maintain a clear overview, ensure agreements were honoured, and measure the real value of each individual influencer. It was a setup full of friction and risk of human error.
To ensure the company's continued scaling, we built a dedicated CRM solution, tailored 100% to DOG Copenhagen's precise needs. Instead of forcing their workflows into a generic sales system, they got a platform designed specifically for influencer management. The system centralises all data in one standardised format, automates the heavy follow-up processes, and provides a live overview of review status and KPIs for every single brand ambassador.
The platform is created as a Single Source of Truth for the entire marketing department. Each influencer has their own profile that acts as a digital dossier for the collaboration. Here the team can quickly see everything from contact information and the dog's measurements, to which products have been sent and when they were received.
The real power of the system, however, lies in tracking and automation. Previously, an employee would have to manually check Instagram or TikTok to see if a review had been posted, then update a cell in the spreadsheet. Now the system manages review status and keeps track of who has delivered what was agreed and who is still outstanding.
At the same time, performance data is pulled into a consistent format, so the team doesn't waste time converting different formats, but can instead focus on optimising campaigns and nurturing relationships.
The result is not just a better system — it's a fundamental upgrade of how DOG Copenhagen runs its influencer marketing. They have a professional foundation that can support their growth for many years to come.
What the system does
Custom Influencer Profiles
Everything from basic contact data to specific dog profile (breed, collar size) and full history of previous collaborations gathered on one clear page.
Review & Agreement Tracking
No more forgotten agreements. The system makes it easy to track whether the influencer has received the product and whether the agreed review has been published.
KPI & Performance Dashboard
A visual overview of campaign success. Shows reach, engagement, and value so the marketing team can identify their strongest ambassadors.
Standardised Data Format
Regardless of which country the influencer comes from, or who on the team enters the data, the system ensures all information is stored in one and the same structured format.
Centralised Log
Notes, email correspondence, and status are logged directly on the profile. The entire team is always synchronised, even during holidays or sick leave.
Scalable Architecture
The system is built for growth. DOG Copenhagen can effortlessly add hundreds of new influencers and enter new markets without the system breaking.
Before vs. after
Before the platform
- All influencer management took place in a heavy, unmanageable and slow spreadsheet
- Massive amounts of time were wasted manually chasing up missing reviews
- Fragmented data in different formats depending on who entered it
- Difficult to assess the actual performance and ROI of each individual influencer
- High risk of errors, incorrect shipments, and missed agreements
With the platform
- One fast, custom-built CRM system for the entire ambassador network
- Full and clear overview of review status and adherence to agreements
- 100% standardised and centralised data, accessible to the entire team
- Data-driven KPI dashboards that make it easy to identify the best collaborations
- A streamlined and scalable process that frees up hours for strategic marketing
From idea to launch
Needs Analysis & Data Structure
We mapped the existing Google Sheet chaos and designed a new, standardised data structure that fits perfectly with DOG Copenhagen's unique influencer flows.
CRM Platform & Profiles
We built the core system with individual influencer profiles that bring together contact data, dog profile, product history, and collaboration notes in one place.
Tracking & Automation
We implemented review tracking and KPI dashboards that automate follow-ups and provide a live overview of the status for each individual collaboration.
Onboarding & Scaling
The marketing team was onboarded onto the new system, and the platform was future-proofed to handle global growth and hundreds of new ambassadors.
DOG Copenhagen has gone from managing their most important marketing channel via manual checklists to running a professional, data-driven operation. The new CRM system has freed up several hours in the marketing department every single week — time previously wasted on administration, confusion, and data entry. The team now has complete peace of mind because they always know where a campaign stands. The data silos have been broken down, and the KPI overview means they can now invest their marketing budget far more sharply. They have an engine that enables them to scale their influencer marketing globally without losing their grip.
Want a similar solution?
Book a free call, and we'll figure out what we can build for you.
Talk to us