Sample Influencer Marketing Brief

Sample Brief of execution and strategy within Influencer Marketing.

Sample Brief 1

Sample brief inviting influencers to participate in a social campaign ( with L’oreal).

Hi ______,

My name is Emily and I am an Influencer Marketing Operations Associate at ____. We have taken a look at your socials, especially your account @_________, and we think you would be a great fit to collaborate with us for our L’Oreal campaign.

I’d love to share more on the L’Oreal campaign with you: We are currently looking for fashion, beauty, and lifestyle bloggers and influencers in the Cincinnati area to promote L’Oreal products across their platforms. We think you would fit perfectly!

We adore your aesthetic look and eye for quality content, and we would love to explore the idea of collaborating with you as one of our influencers in this campaign.

Here’s more about us: ______ is an all-in-one influencer marketing platform. Brands use us to discover impactful and empowering influencers to bring collaborations, powerful content, and co-creation to life.

If you are interested in participating in this campaign, we are looking for influencers to:

Feature L’Oreal in exclusively tagged Instagram posts

Exclusively tagged Instagram stories that include Swipe-Up Links

An Instagram IGTV post including L’Oreal sponsored products incorporated in a video showcasing your morning beauty routine.

Working with us at ______ gives you the opportunity to grow your platform even stronger. You’ll have the freedom to create amazing content and collaborate with big brands to expand your online presence.

Please don’t hesitate to contact me directly about any questions you may have.

We look forward to hearing from you and collaborating!

Emily Souza

Influencer Marketing Operations Associate

Sample Brief 2

Sample brief to an Influencer chosen to participate in a campaign collaboration with Neutrogena.

Hi _____!

My name is Emily and I am an Influencer Marketing Operations Associate at ____. We have specifically selected you to be part of our exclusive collaboration campaign with Neutrogena. Seeing how passionate you are for the fashion & beauty industry, this campaign seems like it would be a great fit. We will be sending you some products, including the Neutrogena Rapid Clear Stubborn Solution Acne Daily Leave - In Face Mask, for you to promote.

Campaign Overview: We are hoping to create more visibility and outreach to your followers and help you gain more engagement through this deal. The product being promoted is the Neutrogena Rapid Clear Stubborn Acne Daily Leave-In Mask.

What’s great about this mask is that it is clinically proven to reduce the size and redness of breakouts in just hours! Instead of taking this mask off, as you would with a traditional mask, you can leave it on your skin and allow the acne medicine to power through.

Campaign Objectives: To raise awareness around the Neutrogena Rapid Clear Stubborn Solution Acne Daily Leave- In Face Mask, as well as educate your audience on the benefits of adding a powerful acne-fighting face mask to their morning beauty routine.

We would like you to feature this product in a 1:30 - 2:30 minute video that you will post both on your Instagram feed and story.

The content of this promotion should be focused on being a part of your morning beauty routine. We are looking to promote this product to the audience that follows you, as most of them are young men and women who are interested in fashion and beauty. This target demographic is also most likely to struggle with acne.

Influencer To - Do :

We recommend showcasing this product while you are in a place that you would regularly do your morning routine, such as a bathroom.

- Unbox product. Mention that is is sealed for protection.

- Showcase product on hand up close. Don’t forget to use senses to comment on the product. - Mention smell, feel, texture, and color of product- use vocabulary that highlight cleanliness and rejuvenation.

- Mention that this product has 2.5% Benzoyl Peroxide acne medication included in it, to fight tough break-outs.

- Mention that although powerful, this face mask is gentle enough to use daily at both morning and night.

- Show how you incorporate this product effortlessly into your morning beauty routine.

Influencer Do Not Do:

- Do not compare to or feature any other acne/face wash products you may have.

- Do not use profanity, or criticize the product or brand.

- Do not make the video shorter than 1:30 minutes.

Please promote this post on July 15th, 2018, using the hashtag #Neutrogena in or after your caption.

We look forward to working with you!

Emily Souza

Influencer Marketing Operations Associate

Strategy Examples

Influencer Follow- Up Brief

You now know that 5 influencers have not shared their post on Instagram yet. Create a draft of an email where you would follow up with an influencer to gather information on why they have not yet shared.

Hi _________,

My name is Emily and I am an Influencer Marketing Operations Associate at ___.

As you are aware, we chose to collaborate with you and American Eagle Outfitters regarding Festival Fashion. How exciting! I just wanted to reach out to you and make sure that you know the due date for this instagram post that you are required to make is tomorrow. Please refer to the email we sent regarding the American Eagle Festival Fashion collaboration deal to see all requirements regarding the Instagram post featuring your Festival Fashion outfit sponsoring the AE Ne(x)t Level Super High-Waisted Jeggings.

We hope you are enjoying your comfy jeggings, and can’t wait to see what great content you come up with on Instagram!

If you have any questions regarding this campaign, please feel free to reach out to me.

Looking forward to your post,

Emily

Emily Souza

Influencer Marketing Operations Associate

KPI Strategy

We are running a 4-week campaign with a customer and you realize at Week 1, we are falling behind on our KPIs. You immediately implement and execute on a plan to help increase our metrics, but at Week 2 you are still falling behind.

What are your next steps?

I would take a look at our KPIs and see what is the meaning and purpose behind them. What goals are we trying to achieve and why aren’t these KPIs doing that job? Are these goals not ambitious enough? Too ambitious? What do we need to evaluate and reevaluate about them? Once understanding and answering these questions myself, I would consult my supervisor or team members to ask for advice on what to do, and what their suggestions may be.

How do you evolve to make sure we hit the KPIs?

I would make a plan with my team to collaborate and evaluate each KPI. Does it still fit within the business/ campaign objective? What is it’s current performance compared to it’s expected performance? What are our long and short term goals for each KPI?

Strategy- Outreach & Audience

We've just signed a deal with L'Oréal shampoo and conditioner and need to find influencers that fit a certain demographic for them. You are being asked to find 10-20 influencers that live and have influence in Cincinnati, are females only, have an Instagram feed around beauty/fashion/lifestyle, and have a following on Instagram between 5,000 - 25,000 followers with at least 300 engagements per post. Like or Comment = Engagement).

Assuming we did not have these influencers in our database quite yet, I would do some research on my own to find them. On Instagram, there are many different features in which to find a specific type of influencer, or demographic. I would do multiple steps to find 10-20 female only beauty & fashion influencers in the Cincinnati area.

First, I would enter “Cincinnati”, “Cincinnati, Ohio”, and “Downtown Cincinnati” into the instagram search for tagged places, so that I would be able to find pictures, and subsequently accounts, of those who live in the area. By browsing these photos, I would be able to find women influencers who fit the criteria _____ is looking for. If I had found one influencer, I could easily scroll through their page to help me in this search. I would look to see other Cincinnati area influencers they have tagged in photos, or presumably work with- or what Cincinnati area fashion and beauty brands they currently collaborate with. I would also research boutiques and companies in the Cincinnati area, to see what influencers they feature on their page to market their products.

This would give me an idea of who is popular and credible in the Cincinnati area as far as women influencers in the fashion and beauty industry. Tagged pages and accounts are also great resources. Finding blogs and fashion accounts on Instagram that operate in the area could help me find influencers as well. This would be my personal search going through Instagram; however I would also reach out to colleagues in the fashion and beauty industry, or peers in the Cincinnati area for who they may suggest would be a good fit given these credentials. Searching for hashtags would be another great option.

I may search hashtags including but not limited to the following: #cincinnatiinfluencers #ohioinfluencers #cincinnatifashionblogger #cincinnatibeautyblogger #fashioninfluencer #beautyinfluencer #cincinnatifashioninfluencer #cincinnatifashion #midwestfashion #midwestfashionblogger

These would help me further my search for the influencers with the credentials needed.

Influencer Campaigns - Outreach & Audience

How would you showcase to the brand that these influencers are relevant and great for this collaboration?

I believe that a presentation with visual images would be best for this. This medium not only showcases analytics visually with graphs and numbers, but is able to portray the presence. This includes the platform, aesthetic, and voice of each potential influencer to see if what they portray and who their audience is connects with what we are looking for.

I would work with my team to find the proper analytics to show each influencer’s impressions and engagement to show that they have the potential to successfully reach the desired audience. Additionally, I would showcase several posts and stories to show how this influencer portrays themselves online to simulate how they would work with us.

I’d look for credibility in each influencer and display this by showcasing the cohesiveness of their page and their voice (which is essentially their brand). I would also look to see if they have experience collaborating with brands through looking at their social pages.

Increasing Influencer Volume for a Campaign

Say the volume of these requests increases for this brand and they would like 200 people that fit the criteria, instead of 10-20, how would you scale or grow this to make it easier to repeat daily?

To increase the amount of influencers I would be searching for, I may choose to follow specific hashtags, so that any post with this hashtag would automatically show up in my feed. This would streamline my search, as potential influencers who fit the criteria of the deal would be easily accessible. I could see them right on my feed and go directly to their page. Every two to three weeks I would review these hashtags; unfollowing any ones that are not helping us find influencers, and adding hashtags they may be helpful in the search, as it develops and continues.