my approach/
key principles/
It’s key to approach influencer partnerships with a consumer-led approach. This is key to building trust with new audiences. A key factor is aligning the right creators with the brand to drive awareness, engagement, and measurable business impact.
(1) Selecting influencers based on audience alignment, not just follower count (2) Prioritising authenticity and content quality (3) Building long-term relationships, not one-off posts (4) Ensuring all collaboration support business strategy and wider brand goals.
the influencer.
Integrating Influencer Strategy/
Using tools such as Social Blade, along with manual research, helps with the initial stage of identifying potential creators who align with our brand and direction. Focusing on finding the right influencers ensures campaigns resonate authentically with your current and target audience.
Audience alignment: Analyse influencers audience to ensure their following matches your brand’s target demographics, interests, and behaviours.
Engagement over reach: Prioritise influencers with strong engagement rates and authentic interaction rather than just follower count. This supports the micro vs macro influencer debate.
Content style & brand fit: Evaluate tone, visuals, and messaging style to ensure it complements your brand identity. When looking for an influencer you want to find someone who you know can execute the style of content that fits your feed and with your brand.
Competitive benchmarking: Research which influencers are working with competitors, and identify gaps or unique opportunities.
Diversity of voices: Include a mix of macro, micro, and niche influencers to optimise reach, credibility, and authenticity.
Effective influencer collaboration is built on a personalised and considered approach. Outreach should be tailored to each influencer’s style, past work, and audience, demonstrating genuine interest rather than a one-size-fits-all message. A clear value exchange is essential, highlighting mutual benefits such as brand exposure, product experiences, creative freedom, or the potential for long-term partnerships.
Trust and transparency play a key role, with clear expectations around deliverables and timelines while still respecting the influencer’s creative direction. Relationships should be nurtured beyond a single campaign through ongoing engagement, regular check-ins, and collaborative idea development. Over time, this approach encourages influencers to become genuine brand advocates, fostering loyalty and driving more authentic, organic promotion.
Outreach & Relationship Building
Performance Tracking
Smart tracking is essential to measure the impact of influencer activity and inform future strategy. This includes assigning unique discount codes to each influencer to accurately monitor revenue, alongside tracking key engagement metrics such as clicks, shares, comments, and likes. Conversions driven by influencer traffic should be measured to understand true performance and commercial impact.
Analysing this data allows for the identification of top-performing influencers and content styles, providing clear insights into what resonates most with the audience. These learnings can then be used to optimise future campaigns, ensuring a more targeted, efficient, and results-driven approach over time.
Successful campaigns depend on authentic, long-term partnerships rather than one-off collaboration
Creating effective influencer content requires a balance between brand alignment and authentic creative expression. I support influencers throughout the process to ensure content meets campaign objectives while remaining engaging and true to their audience.
This starts with clear, structured briefs that outline key messaging, tone, visuals, and timelines, helping to minimise revisions and streamline delivery. I provide creative guidance on style and brand alignment without micromanaging, allowing influencers the freedom to produce content that resonates, as they understand their audience best.
Content is adapted for each platform to ensure it performs effectively, with consideration given to format, messaging, and engagement behaviours. I also ensure influencer output is integrated within wider campaigns, aligning with social advertising, email marketing, website activity, and product launches to create a cohesive and consistent brand presence.
Briefing & Content Direction
case studies/
case studies/
Cost of Items and Delivery: £308.15
Revenue: £74.3K
Gross Profit: £33,540.84
Total SO’s: 193
CGP: £33,232.69
Cost of Items and Delivery: £371.53
Revenue: £39,404.76
Gross Profit: £16,437
Total SO’s: 97
CGP: £16,319.34