A small group of influencers were leveraged to build authentic brand momentum and expand reach during a crucial period for the Ueshima brand. Recognising that genuine influence and connection come from authenticity rather than paid promotion alone, an influencer strategy was developed which had been rooted in audience insight.

Analysis of previous influencer activity, high-performing user-generated content (UGC), and wider product trends informed a refined targeting approach and a considered creator selection process based on alignment with the brand rather than only surface-level metrics.

Creators were chosen for their natural content and tone, ensuring consistency with the brand.