What is influencer marketing?
Influencer marketing has grown in popularity in most recent years and is yet another facet of digital/social media marketing that requires a strategy to ensure ROI (return on investment). Influencer marketing involves working in collaboration with influential personalities and content creators to promote your company to their dedicated followers.
At JTAA Fashion Design, I developed a multi-faceted influencer strategy that significantly increased brand awareness, diversified our content, and grew our follower base.
Bride Collaborations
The influencer collaboration strategy I created for brides operated in two parts:
At-Home Try-On: I coordinated at-home try-ons where brides-to-be could try various dresses and create content in them, hoping to find their dream wedding dress. They posted this content on their pages, adding us as a collaborator.
Post-Wedding Feature: After their wedding, brides made at least one dedicated post featuring photo and/or video content of them wearing our dress on their wedding day.
Industry Inspiration Pages
I also created a strategy that worked by partnering with industry inspiration pages by supplying them with high-quality content files to post. This strategy helped us reach a broader, international, audience through established industry influencers.
Fashion Bloggers or Related Accounts
Another aspect of the influencer strategy included collaborating with fashion bloggers or related influencers by loaning them our gowns for their content creation. They posted the content on their pages, tagging and adding us as a collaborator to drive traffic and engagement.
Content Generators
Sometimes, the best content comes from enthusiastic fans of your product, even if they don't have a huge following. In certain cases, I chose to collaborate with these individuals when I believed their content could add a unique element to our page.
This strategy allowed us to diversify our feed and keep our audience engaged with fresh, authentic content.
My Role and Responsibilities
Collaboration Approval: I was responsible for approving all collaborations, ensuring alignment with our brand and goals.
Coordination: I worked closely with other departments to manage the transfer and return of sample gowns.
Order Management: I placed brides' orders and ensured timely delivery before their wedding day.
Reporting: I reported campaign results and insights to upper management, highlighting successes and areas for improvement.
This comprehensive approach to influencer marketing not only increased our brand's visibility but also fostered genuine connections with our audience through authentic and engaging content.
Have I missed something?
If you didn't see what you wanted to see on this page, or have any questions, I'd be more than happy to share any additional information regarding my experience.
All you need to do is send me an email and I'll respond ASAP!
Note: You will notice that many of the examples come from one company. This reflects the availability of documented work rather than the breadth of my experience. I have worked with multiple clients across different sectors and bring a wealth of knowledge and tailored strategies to each project.