Influencer Strategy

Analysing the marketing funnel and user journeys to increase email engagement and nurture opportunities.

Objective

Leverage a small group of influencers to build authentic brand momentum and expand reach during an important time for the brand.

Action

I wanted to create content that felt natural and resonated more deeply with the target audience.

  • Conducted a detailed review of previous influencer collaborations to understand past approaches and identify opportunities for improvement. Noted that previously produced influencer content primarily followed standard lifestyle formats which felt obviously promotional and in-authentic.

  • Analysed high-performing organic user-generated content (UGC) where the brand was already organically being tagged, along with broader product trends and audience behaviours.

  • Collaborated with an influencer agency to kick off a targeted search.

  • Developed a more targeted influencer strategy which focused on authentic partnerships. This direction prioritised influencer alignment based on influencers’ genuine passions and interests on their channel in addition to their reach and follower count.

  • Refined audience targeting by expanding on existing brand personas with a deeper layer of associated interests.

  • Curated a shortlist based on brand and content fit, passion points, following, and timing to ensure selected creators naturally aligned with brand initiatives.

  • Separated influencer based on how well they aligned with the current brand initiative (e.g., influencers who create content around visiting real-life locations were selected to promote the brand’s newly launched café).

  • Developed a detailed brief with the agency including deliverables, costs, and timelines, ensuring clarity from the start - for the influencer as well as internal expectations.

  • Sent product kits to all influencers and prepped behind the scenes (e.g. liaising with and briefing café staff)

  • Reviewed and edited video content and copy prior to publishing to maintain consistency in messaging while preserving the creators' authentic voice.

  • Planned influencer activity to align with wider brand milestones and organic content strategy during a high-growth year.

Result

  • Doubled post likes during the campaign period.

  • Noticeable increase in comments and following.

  • High-quality, varied content showcasing different aspects of the brand: product, café, and an abstract OOH creative for campaign tie-ins.

  • Positive momentum across follower growth and product orders during campaign.

I really enjoyed being able to deliver creative and interesting content that resonated with an audience by leveraging influencers and doing something a bit different.
While managing organic social on Instagram, I developed a number of additional content collaborations with brands and was able to triple following while growing engagement levels.