Surfshark & Upper Echelon Gaming: A Blueprint for Long-Term Influencer Success

In an industry where short-term influencer deals dominate, Surfshark and Upper Echelon Gaming (UEG) decided to play the long game, and the results speak for themselves. Over four years, this partnership consistently delivered higher engagement, audience trust, and measurable growth. Below is a behind-the-scenes look at how this collaboration evolved and what other brands can learn from it.

Traditional one-off sponsorships can generate a quick burst of excitement, but they often lack staying power. Surfshark took a different approach by building a multi-year relationship with UEG. As outlined in the graphic, three core benefits emerged:

  1. Building Trust
    Repeated endorsements help viewers feel more confident in the promoted product. Audiences see the influencer’s ongoing commitment and become increasingly receptive to the brand’s message.

  2. Seamless Integration
    Continuous promotion allows the influencer to naturally weave brand mentions into their content. Instead of feeling tacked on, Surfshark became an organic part of UEG’s videos and livestreams.

  3. Avoiding Fatigue
    Overexposure can turn audiences off if every promotion looks the same. By varying angles and storytelling, Surfshark’s campaigns stayed fresh and engaging month after month.


Surprisingly, Surfshark’s best-performing sponsorship month didn’t hinge on a viral video. Instead, it was tied to a deep-dive video UEG created about billionaires—a topic that resonated strongly with viewers.

  • Relatable Narrative
    Discussions around power and privacy seamlessly linked back to Surfshark’s VPN offering.
  • Engaged Viewership
    Rather than relying on short-lived hype, the content appealed to a deeply interested audience who spent more time watching and interacting.
  • Strategic Brand Alignment
    Linking Surfshark’s core promise (online security and freedom) to a thought-provoking topic outperformed more superficial, “flashy” viral attempts.


Unlike short bursts of paid media, multi-year influencer partnerships require a broader view of ROI. Surfshark tracked three key metrics over four years:

  1. Higher Engagement
    The sponsorship segments consistently generated high click-through rates, reflecting an invested audience rather than casual passersby.

  2. Audience Retention
    Viewers didn’t tire of seeing Surfshark integrated into UEG’s content—in fact, they came to expect it. This familiarity built ongoing trust and loyalty.

  3. Budget Growth
    Encouraged by tangible results, Surfshark increased its influencer marketing investment annually, solidifying the strategy as a core component of its marketing mix.


For companies looking to replicate Surfshark’s success:

  1. Prioritize Long-Term Partnerships
    Investing in an ongoing relationship fosters trust and credibility that one-off deals often fail to achieve.

  2. Keep Messaging Fresh
    Vary the storytelling around your product. Even the most loyal audience can tune out repetitive content.

  3. Align with Trending Topics
    Look for ways to engage in conversations your audience already cares about. Surfshark’s best campaign wasn’t about virality—it was about tapping into timely, thought-provoking themes.

  4. Measure Success Over Time
    Short-term spikes are nice, but sustainable growth comes from tracking metrics like retention, repeat conversions, and year-over-year improvement.


Surfshark and UEG’s multi-year collaboration is a testament to the power of consistency and authenticity. Their story proves that influencer marketing can deliver far more than a fleeting viral moment—it can become a key driver for ongoing brand growth.

If you’re looking to create campaigns that stand the test of time, reach out to GRC today. Let’s craft a strategy that builds real trust, engagement, and results for your brand.

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