"Fohr's extensive models suggested two different content creators as tentpoles for the activation: actor Gwenyth Paltrow, who targeted a more millennial audience, and socialite and content creator Becca Bloom, for Gen Z users. The predictive tech gave them results (2.5x increase in views per dollar plus a 440 percent lift in views) - and ultimately helped build a "more transparent relationship with creators," said TheRealReal's head of integrated brand marketing & experience Caroline Gardner - who didn't reveal exact growth figures."
"Gardner said the brand goes "where our community invites us," which led to them launching a Substack blog around a fictional character known as The RealGirl (a Gossip Girl-inspired anonymous character portrayed by an actual fashion-forward woman who lives in New York City), which drove impressive engagement, organic growth and actual sales on the site. After all that creator-driven success, however, the team felt it was time to take a step back and decide how to use more creators to scale smarter."
The creator economy has expanded rapidly without traditional industry guardrails, prompting brands to adopt predictive models and datasets. The IAB projected 18% growth for the creator economy in 2026. Brands such as TheRealReal and Shark Ninja are using predictive technology to guide creator selection and campaign strategy. TheRealReal employed Fohr's predictive tech for its 2025 holiday campaign, which identified creators tailored to millennial and Gen Z audiences and produced measurable lifts in views and cost efficiency. TheRealReal also launched a fictional-character Substack, The RealGirl, which generated engagement, organic growth and site sales, and prompted a more strategic scaling approach.
Read at Digiday
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