Aligning Macro-Influencers with Product Stories

In addition to micro-influencer, Reef leverages macro-influencers to tell product stories. I was tasked with finding macro-influencers on YouTube and Instagram that would align with the various upcoming product story launches and then pitching options to the manager of public relations at Reef.

I selected influencers based on their follower account, engagement rate and growth rate, but just as importantly on what they stand for, the aesthetic of their content and other product partnerships they have completed in the past.

Above is an example of an influencer profile that I would create. I included important metrics to our campaign, as well as creatives from the influencer that align with the product story we want to match.

Once I pitched options to the manager of public relations at Reef, based on her feedback, I coordinated with the influencers or their agents, sent them product to try out, and started the process of reaching agreements on content and pricing.