Repurposing creator assets is the secret to cutting costs, improving ad performance, and scaling sustainably.
This is part two of our three-part series recapping the Ad Age webinar Beyond the Like, hosted by Creator in partnership with Groupon. The session featured a fireside chat with Creator’s VP of Marketing Jeff Schaeffler, Account Director Ishita Sachdev, and Reagan Anthony, Marketing Coordinator for Influencer and Affiliate at Groupon.
In part one, we explored how Groupon scaled authentic content creation with the help of expert influencer recruiters.
Now, we're turning our attention to what happens after you’ve built that content engine. Specifically, how to repurpose creator content across paid ads, deal pages, email, and more to drive real business results.
For years, brands have leaned on paid ads as the backbone of their growth strategies. But the performance of traditional digital advertising is in steep decline:
These numbers make one thing clear: it’s getting harder and more expensive to get results from paid ads.
The reason is simply that consumers are tuning out. Ad fatigue, oversaturation, and a growing demand for relevance and authenticity have made the old framework nearly obsolete. Brands can no longer afford to rely solely on polished product shots or generic sales copy. What breaks through now is content that feels real.
Influencer marketing has evolved from a top-of-funnel awareness tactic to a full-funnel performance driver. According to research:
As Groupon’s Reagan Anthony put it:
“When the content is great, we want to show it off as much as we can. Having that huge bank of content was always really important for us.”
Instead of seeing influencer content as one-off social posts, Groupon treated it as a valuable creative asset library that could fuel every stage of the funnel.
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Even though Groupon partnered with over 800 creators, what made the program successful wasn’t just the volume. It was the way they leveraged those assets across their entire marketing ecosystem:
By building usage rights into their influencer agreements, Groupon could apply high-performing UGC across:
This gave them a continuous stream of fresh creative assets without having to start from scratch every time.
“Bringing the cost of content down – not necessarily by working with different creators or creators who are less expensive, but instead using the content over and over again – becomes key to our strategy.”
“Having a program to post to social in addition to granting us the rights to use their content on our website and deal pages, along with our organic and paid social, was super important to us.”
Many brands miss this step, but building repurposing rights into initial contracts avoids legal and logistical challenges down the line. It also makes it easier to test content across platforms and iterate quickly.
Repurposing doesn’t have to be guesswork. With Creator’s performance tracking tools, Groupon identified top-performing creators and content, then doubled down on what was working. This effectively transformed their influencer program into a performance engine.
By scaling content and making each piece go further, Groupon achieved:
These results came from a smarter strategy that prioritized longevity, flexibility, and creative re-use. Sometimes a major budget increase isn’t necessary to reach the results you need.
If you're running an influencer program and not repurposing content across your full funnel, you're leaving ROI on the table.
You don’t need more content. You don’t need to drive costs down. You don’t need perfect polish.
Stay tuned for part three of this series, where we’ll explore the key takeaways from our partnership with Groupon and translate the successes to work for any industry. Missed part one? Catch up here.
