In-House Program Strategy + Content Creation
From the ground up, I created an influencer program that satisfied two goals for the company: raise awareness about the brand and its values from a grassroots perspective and activate influencers to help support greater marketing team initiatives.
Paid Campaign Efforts
Influencers were activated to help amplify campaign or sale messaging, educate audiences, and pull top of funnel consumers to purchase goods from the brand. For every campaign, I worked cross-functionally to determine the right deliverables and strategy and pulled from past campaign learnings to optimize the next activation. From soup to nuts, I created the plan and strategy for each activation, executed on said plan for every campaign, and analyzed the results for the post-campaign report.
National 6/9
Goal:
Activate influencers to raise awareness about bidet as a brand, and encourage audience to buy during Reverse 6/9 Day sale
Use campaign as baseline metrics for future sale focused campaigns
Deliverables: 6 Total Pieces of Content
4 IG stories
2 IG Photo
Total Number of Influencers: 2
Total Average Engagement Rate: 5%
Total Reach: 446,081
Total Clicks: 364
Hole-idays In July
Goal:
Activate 1 influencer to create multiple posts during the campaign’s 1-week sale period
Test IG stories only instead of in-feed content to help drive more clicks to product page
Deliverables: 3 Total Pieces of Content
3 IG Stories
Total Number of Influencers: 1
Total Reach: 130,979
Total Clicks: 940
Butt Buddies
Goal:
Activate 1 influencer to raise awareness about TUSHY as a brand, and encourage audience to buy during 3-day sale
Work with influencer known for their 90’s/2000’s content to help promote sale
Deliverables: 3 Total Pieces of Content
2 IG Stories
1 IG Photo
Total Number of Influencers: 1
Total Average Engagement Rate: 2.36%
Total Reach: 207,046
Total Clicks: 572
Reverse 6/9
Goal:
Activate influencers to raise awareness about brand, and encourage audience to buy during 3-day sale
Focus less on campaign’s theme and work with influencer’s goals for campaign independently (new audiences should be education focused, familiar audiences should be encouraged to buy)
Deliverables: 8 Total Pieces of Content
6 IG Stories
1 IG Post
1 IG Reels
Total Number of Influencers: 3
Total Average Engagement Rate: 3.6%
Total Reach: 649,983
Total Clicks: 1519
Evergreen Nano Influencer Program Exchange
Needing to get the brand’s name out to both the brand’s core audience and test other and more mainstream audiences, the product exchange program I built from the ground up focused on discovery, outreach, and activation on nano influencers to create content on behalf of the brand.
Goal: Educate, raise awareness around the brand and change the uncomfortable narrative around bidet use in the U.S. through a product exchange program
Deliverables (varied):
1 IG Story and 1 IG Infeed Post
1-2 IG Stories
1 TikTok or 1 IG Reels, or 1 Tweet
Total Number of Influencers: 200+
Total Average Engagement Rate: 2.5%
Total Reach: 700K
Creative Concepts + Writing
Below are writing samples from for past influencer campaign proposals. Each sample has been white labeled to preserve sensitive material.
For more creative writing, check out my blog!
Luxury Outlet Mall
Client Goal: Continue brand awareness for larger Mall brand and its subsidiaries, create UGC for content
KPI: Engagement, Encourage foot traffic to retail locations
Demographic: Millennials that purchase luxury brands but still value affordable prices, Macro influencers.
Deal Size: $150K
Writing Sample:
Splurge and Spree: As cliché as it may seem...it was every girl’s dream to leave the mall like Julia Roberts in Pretty Woman; arms full of shopping bags with a gorgeous businessman’s (Lookin’ at you, Richard Gere) credit card in hand. But, it’s 2019 and we women are strong and financially independent! So go on, treat yourself for all that hustle you’ve put in! We’ll work with bad ass women entrepreneurs or business women to share how they not only treat themselves but share just how they got to where they are today.
Influencers can take to Instagram stories sharing their entrepreneurial story and why they want to treat themselves to affordable luxury from Outlet Mall.
Footwear Retailer
Client Goal: Obtain seasonally relevant UGC content, align influencer content with new brand messaging
KPIs: Engagement, drive traffic into stores, encourage shoe sales during back-to-school season
Demographic: Kid influencers in school OR parenting influencers with school-aged kids that are confident and exude the brand values.
Deal Size: $150K
Writing Sample:
Unstoppable Shoes, Unstoppable Me: Kids have a special kind of confidence in them… even the weird ones who march to the beat of their own drum… unapologetically being themselves and projecting that famous vibe. So, for this concept, we’ll work with kid influencers who embrace their weirdness and are gearing up for their first day of school. These influencers will take us to Footwear Retailer to find their perfect pair of shoes to complete their First Day of School Outfit. As anyone can tell you: When you look good, you feel good...and that kind of confidence is unstoppable.
Instagram stories or a carousel would capture the different stages of the try-on process before landing on the perfect First Day of School Outfit. Captions will reinforce the message of confidence and self-love.
Outdoor/Low Light Pet Supplies
Client Goal: Brand awareness of a the lesser known line of pet products under larger outdoor sports brand, showcase various usage occasion of pet product line in low light settings.
KPIs: Reach, engagements
Demographic: Gen Z and Millennials
Deal Size: $100K
Writing Sample:
Tucker Them Out: What dog doesn’t love an evening walk? Whether you live in the city, suburbs, or in the rural countryside, regular exercise is the best way to “tucker out” pets and get them ready for bed. We’ll work with influencers and their pets to share their tips for fun evening activities that are sure to get pets exercised, relaxed and ready for bed using a number of Pet kit products. Influencers will capture low-light imagery of their dogs in the evening sporting different products.
In addition to tips for evening play, influencers will also share how their brand products do double duty; tiring their dogs out while keeping them safe (and visible!) when it gets dark out. Photos would be taken late at night so that audiences can see brand products in action.
National Dental Service Network
Client Goal: Brand awareness to encourage using dental benefits through the dental service network, differentiation in the market from competitors, and develop a social strategy on Instagram.
KPIs: Pieces of content, reach, engagement
Demographic: Parenting and lifestyle influencers that are proactive about their kids’ and their own health - especially when it comes to dental health.
Deal Size: $100K
Writing Sample:
What Makes You Smile?: When you think of the dentist, what’s the first thing that comes to mind? (hint: all the people to the left are doing it!). For this concept we’ll ask influencers a pretty open ended question; what makes you smile? They will share and show us in a photo what it is exactly that makes them smile. It could be anything; from spending time with their kids, spending time with a significant other, expressing your creativity, or even traveling...whatever it may be the photo will share that with us.
Within the caption of the photo is when influencers can weave in messaging about Dental Service Network. Depending on the reasoning of what makes them smile, influencers’ answer can be emotive, silly, sentimental...etc. And, the best part is that content will have some beautiful smiling faces that can be repurposed into fun social media campaigns on the Dental Service Network social channels.
Kombucha
Client Goal: Brand awareness around newly rebranded products and highlight the differentiation in the kombucha market compared to competitors
KPIs: Engagement, Reach
Demographic: GenZ and Millennials
Deal Size: $60K
Writing Sample:
The Booch Belch: Let’s cover a topic about kombucha that no one ever talks about… bodily fluids. With all that old-school fermentation going on… Health-Ade makes you burp. Let’s normalize this topic by challenging influencers to a Booch Belch contest. Influencers will record their loudest, juiciest belches and challenge other influencers and their friends to do that same. Influencers will tag the brand and 3 other friends in their stories or video posts and challenge them to share their Booch Belch.
Consider this concept as a TikTok challenge. You can find a ton of different challenges going on TikTok. We’ll work with a few influencers in the TikTok space to start this potentially viral trend. We'll have them tag a few friends to challenge them to do the same. Those that want to join in will create a similar video, with their kombucha and use a campaign hashtag in their TikTok post.
Toilet Spray
Client Goal: General brand awareness, Create campaign content that matches brand voice.
KPI: Engagement, send traffic to retail partners
Demographic: Influencers in the lifestyle space...because everybody poops. Are frequent shoppers at pharmacy and home goods retailers.
Writing Sample:
The Thinker: We know the best ideas strike at the most random times...even on the toilet. Why stink up your creative space when you can use toilet spray brand to get the juices flowin’?
We’ll ask influencers to have fun with different interpretations of “The Thinker” poses while on the porcelain throne.
This UGC focused concept is a great way to grab an audience's attention while seamlessly weaving in toilet spray brand’s messaging. Not sure if Rodin would be appalled or proud of this concept...but we like it.
Video Production + Project Management
As a Sr. Account Manager (project manager) one of my clients was PepsiCo. I ran an influencer marketing campaign with the goal to help raise awareness around Pepsi’s newly launched product, LIFEWTR. In addition to influencer content, we created a custom creative video to align with the vision, branding, and messaging of LIFEWTR. My role was to facilitate the project; working closely with the creative studio, internal creative team, and client to bring the LIFEWTR vision to life.
Below is a screenshot of the social hub webpage created for the campaign. (I also facilitated the creation of this webpage) The branded page houses content from the campaign; blog posts, YouTube videos, as well as the custom video created for the client.
You can view the live page here.
