I’ve been running a Russian-founded skincare brand for three years now, mostly focused on the domestic market. But last quarter, our leadership decided we should test the US market—and honestly, I had no idea where to start. No network, no relationships, zero credibility stateside.
The problem wasn’t finding influencers—it was finding the right ones who understood what we were actually trying to do. We’re not just another beauty brand; we have a specific heritage and approach that doesn’t automatically translate. I spent weeks scrolling through Instagram, reaching out to random creators through DMs, getting ghosted or pitched overpriced packages from agencies.
Then I actually started using the hub’s bilingual features properly. Instead of just lurking, I posted about what we were struggling with and got connected with a few US-based creators and brand strategists who had experience with international launches. What surprised me most was how transparent people were about what works and what doesn’t. One creator walked me through exactly how she briefs her teams, what messaging resonates with US audiences, and—crucially—which parts of our Russian positioning actually strengthened our story instead of making us seem like outsiders.
We ended up collaborating with three micro-creators on a pilot campaign, and the bilingual context somehow made the whole thing feel more authentic to US audiences. These weren’t polished agency-managed influencers; they were real people who genuinely understood both markets.
Now I’m curious: for those of you who’ve done cross-border influencer partnerships through the hub, did you find that the bilingual angle actually became an asset in your campaigns, or did it complicate the brief?
This is such a great example of how the hub actually works! I love that you connected directly instead of going through agencies—that’s usually where the authenticity gets lost anyway. The bilingual angle absolutely becomes an asset when it’s genuine. I’ve been coaching several Russian founders through this exact process, and the ones who succeed are the ones who lean into their heritage rather than trying to hide it.
One thing I’d suggest: now that you’ve found these three creators, don’t just run one campaign and disappear. The hub is designed for relationships, not transactions. These creators could become ambassadors for you long-term, especially if you’re planning multiple US market expansions. Have you thought about structuring ongoing partnership agreements with the best performers?
I’m also curious about something: when you were connecting through the hub, did you find it easier to communicate your brand story in the bilingual context, or did you have to translate and simplify things? I’ve noticed that sometimes the ‘lost in translation’ moment actually becomes the most memorable part of the pitch.
This is useful data. Before you scale this pilot, I’d want to see some actual metrics from those three micro-creator campaigns. What were you tracking—engagement rate, click-through rate, actual conversions? And more importantly, how did the performance compare to what those creators typically deliver for US-native brands?
The reason I ask is that there’s often a ‘novelty bias’ with international brands. You get higher initial engagement because audiences are intrigued by the Russian angle, but conversion rates sometimes flatten once the novelty wears off. I’ve seen this pattern multiple times in our influencer ROI analysis. What’s your early data showing?
Great post. I’m going through almost the exact same thing with my SaaS product right now. The part that hits for me is ‘no credibility stateside.’ That’s the real blocker, not finding influencers.
Question: when you connected with those creators through the hub, did they immediately understand your product/value proposition, or did you have to educate them? And did that education process actually strengthen your own positioning, or was it just extra work? I’m asking because I keep second-guessing whether I should explain everything up front or let creators discover the value themselves.
Okay, this resonates with me so much. I’ve actually worked with a few Russian brands trying to break into the US, and what you’re describing—finding creators who get both sides—is honestly rare and valuable. Most briefs I get from international brands are either too stiff and corporate or so stripped down that I lose what makes them unique.
The three creators you worked with—did you give them freedom to interpret your brand story, or was the brief pretty detailed? I’m asking because my best work happens when I understand why a brand exists, not just what they’re selling. And with international brands, that ‘why’ is usually the most interesting part.
This is solid execution. You did exactly what most brands should do—build relationships first, run campaigns second. That’s how real partnerships form.
One tactical thing: now that you’ve validated the US market with creators, have you thought about the next phase? Are you planning to hire a US-based team, partner with a local agency, or keep operating through creator relationships? The bilingual hub is great for initial validation, but at some point, if this pilot converts well, you’ll need infrastructure on the ground. What’s your thinking there?
Interesting case study. A few things I’d want to understand before you significantly increase spend:
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Attribution clarity: You mentioned ‘authentic’ results, but did you have proper tracking to isolate the impact of the bilingual positioning versus just the quality of the creators? Micro-creators with engaged audiences often outperform big influencers regardless of brand origin.
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Audience targeting: Were those three creators’ audiences actually representative of your US addressable market, or were you testing with ‘friendly’ audiences first? There’s a difference between proving a concept and proving scalability.
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Message-market fit: You said the bilingual angle strengthened the story. Can you break that down? Was it nostalgia, premium positioning, authenticity, or something else? That distinction matters for your next 10 creators.
Your instinct to use the hub for direct creator relationships is sound, but make sure the signals you’re reading are reliable before you commit bigger budget.