Influencer Marketing is all about relationships, and one of our longest-standing relationships is with Surfshark, our client of 5 years. 

Gabrielė Palepšaitė, Head of Influencer Marketing at Surfshark, has been a part of the team for as long as we have been working together. Her role has developed over the years and she now heads up Surfshark’s Influencer Marketing strategy across the US, Asia, and Europe. 

The Surfshark team is based in Lithuania, so between us going over to visit, they come to London for Creator Fest. This year, we co-hosted The Creator Feast dinner, but before we got started, we managed to grab some time with Gabrielė to hear more about her career and her love for Influencer Marketing!  

Creator wins

Since joining Surfshark, Gabrielė has personally worked on the execution and release of 10,000+ pieces of creator content, and she is extremely passionate about the creators she gets to work with each day.

A highlight of her career was collaborating with Mr Beast, who has 331M YouTube subscribers, on a basketball giveaway in collaboration with Surfshark. Working with a creator on this level was a new challenge for Gabrielė, and it was one of her proudest career moments. 

Along with the pinch-me moments, Surfshark’s key focus is on building long-lasting relationships with trusted influencer partners. Gabrielė has had the opportunity to develop incredible relationships with partners that have produced monthly sponsored content for Surfshark over multiple years. One of these creators is Colin Furze, who Gabrielė says is always thinking outside the box. 

Colin is an engineer and inventor, and his YouTube channel is all about showcasing his latest creations. Gabrielė highlighted that Colin invented his own giant mechanical shark which he has featured in his content in partnership with Surfshark, truly taking their partnership to the next level. Gabrielė shared the importance of being flexible with your creator partners to allow them to fulfill their dreams when creating content. When a creator’s passion shines through in their content, and the partnership with Surfshark slots in seamlessly, the audience has the best reception and the content drives the high-performing results.

Why Influencer Marketing? 

When asking Gabrielė why Influencer Marketing works for Surfshark, she had a clear answer: Influencer Marketing allows you to show your brand through many lenses by working with people that audiences trust. 

Surfshark as a brand is extremely data-driven, tracking everything to shape a strategy to scale the business across the globe. To measure Influencer Marketing success, Surfshark prioritizes measuring: 

• Link clicks, offering a clear view of traffic driven by influencer content.
• Coupon code usage, directly connecting influencer campaigns to conversions.
• ROI, ensuring every bit of budget spent yields measurable business outcomes.
• The Halo Effect, assessed through customer surveys to gauge broader impacts, like brand sentiment and long-term awareness.

This focus on data highlights Surfshark's strategic edge, enabling them to refine their approach and scale their impact worldwide. 

As their influencer agency partner for the last five years, we have played a key role in providing ongoing feedback and strategy, helping shape influencer campaigns that resonate with Surfshark’s global audience. 

We enjoy working closely with the brand to ensure that influencer collaborations not only drive immediate results but also contribute to long-term growth. By continuously optimizing campaigns and building a genuine understanding of what works for the brand, we push content further, ensuring Surfshark's influencer partnerships consistently deliver measurable business outcomes and increase brand awareness.