We analyzed 1.3k pieces of influencer content sponsored by The Oodie over the last 12 months.
This report breaks down where & how The Oodie invests in influencer marketing, which social platforms they prioritize, top geographical markets, and more.
The data in this report comes from Modash's Brand Collaborations API.
P.S. for a simple list of influencers who have collaborated with The Oodie, see here: The Oodie influencers.
The Oodie's influencer campaigns are active year-round with notable month-to-month fluctuation. The chart below shows month-by-month data for total sponsored posts tracked.
Number of sponsored posts
The Oodie's sponsored post volume peaks in October with 173 posts, 57% higher than the monthly average of 110. February recorded the lowest activity at 11 posts, 90% below average.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of The Oodie's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for The Oodie.
Here are 3 examples of The Oodie's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
Be kind ❤️Be humble 🌺 wifey to @havea_676 Mama of 4 queens 👑 Collab & Enquiries: lauren@ivytalentco.com.au PO BOX 851 Morayfield 4506 🤭
Collaboration metrics
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Influencer bio
welcome to my world ︵‿︵‿୨♡୧‿︵‿︵ contact.tianawadsworth@gmail.com @💗💓💘💞💓
Collaboration metrics
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Influencer bio
my subs say my asmr style is high quality casual lol🧸 °˖✧PR / SEND ME A LETTER✧˖° ASMR JADE PO Box 4279 Robina Town Centre QLD 4230 Australia 🤍My condition/journey: I got sick in Feb ‘20. After many surgeries I was diagnosed with Crohn's (Perianal) Disease in Nov ‘20. I started this as a form of self therapy, and to spread love and awareness. I've had 11 surgeries since Feb '20. I will try to keep my surgery count updated. UPDATE: From Jan ‘23 I was in clinical remission but from Nov '24 I am no longer in clinical remission and am working closely with my specialist to get back to it.
Collaboration metrics
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If you break this down further by content type on Instagram, this is what it looks like:
💡 Related resource: How To Find Instagram Influencers.
For their top social platform (Instagram), here is a breakdown of the type of influencers The Oodie are collaborating with, by audience size.
Note: this breakdown is based on each influencer's average views (not follower/subscriber count), because views typically correlate more closely with influencer pricing and impact.
Based on each influencer's average views per post
With 46.4% of partnerships featuring creators averaging 1K-5K views, The Oodie's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (25.9k avg views/post):
Influencer bio
😎I made videos with Schwarzenegger 🎥Now I’m teaching how I did it 👾80’s baby🖕🏻90’s teen 📩darran@darranpetty.com 🥋Founder @trojan_academy
Collaboration metrics
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And here is another example with a smaller creator on Instagram (9.0k avg views/post):
Influencer bio
🍒 @zebedeetalent 🎙️ @spooniediariespodcast 💛 Sharing my life with chronic illness 🥄 The Spoonie Society 💌 australia@zebedeetalent.com
Collaboration metrics
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Out of 719 unique influencers in our dataset, 37 of them (5%) posted content for The Oodie in 3 or more separate calendar months. The most consistent partner is @eldeeable, who has collaborated across 11 months with 41 total posts. @ASMRJADE alone accounts for 5% of all tracked sponsored content.
Here are 3 examples of The Oodie's repeat influencer partnerships, with links to the sponsored content.
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
In our dataset, United States is where The Oodie had the most influencer activity. 34.4% of their live influencer content in the last 12 months was posted by American influencers.
Based on the percentage of influencer content per market, other important markets include:
Here is another example of The Oodie collaborating with an influencer in United States.
The Oodie’s comfort-first loungewear competes for cozy lifestyle shoppers alongside Comfrt and Blissy. They overlap strongly in the self-care and at-home comfort niche driven by relatable, UGC-style content.
Total sponsored posts tracked (last 12 months)
Comfrt leads with 58.5k sponsored posts, significantly outpacing The Oodie (1.3k posts) and Blissy (828 posts). Across all three brands, the average volume is 20.2k posts, indicating mature, scaled influencer programs. Comfrt has many more total posts than The Oodie and Blissy.
Sponsored posts by platform
Among these brands, Comfrt leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with Comfrt at 56.6k, Blissy at 674, The Oodie at 386 posts. Comfrt's activity is particularly concentrated on TikTok. On TikTok, Comfrt has many more posts than The Oodie and Blissy.
Estimated sponsored posts in The Oodie's top markets
Comfrt has the highest estimated sponsored-post volume in United States (49k posts, 84%), Brazil (2.1k posts, 3.6%), United Kingdom (1.9k posts, 3.2%), while The Oodie leads in Australia with 262 posts (19.8%), while Blissy leads in Canada with 48 posts (5.8%). Looking at United States specifically, the split is Comfrt at 49k posts (84%), Blissy at 552 posts (66.7%), The Oodie at 456 posts (34.4%).
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
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