Influencer Strategy
Scope
Leverage a small group of influencers to build authentic brand momentum and expand reach during a crucial period of time.
Result
+ Doubled post likes during campaign period.
+ Noticeable increase in engagement.
+ Positive momentum across follower growth and D2C orders during period - follower count tripling during this period, to a level where it largely remains today.
+ High-quality, varied content showcasing different aspects of the brand: product, café, and an abstract OOH creative for campaign tie-ins.
Authentic influence
Recognising that genuine influence and connection come from authenticity rather than paid promotion alone, we developed an influencer strategy rooted in audience insight.
Informed by a review of previous influencer activity, analysis of high-performing UGC as well as wider product trends, the focus was on understanding what our audience genuinely resonated with. This shaped more refined targeting and a considered creator selection process based on alignment rather than surface-level metrics.
Rather than prioritising reach alone, creators were chosen for their natural content and tone with the brand and the upcoming planned activity - such as a cafe launch and brand building quirky creative.
Organic content and partnerships followed as a secondary layer, extending the brand’s impact while maintaining consistency and trust.
