Influencer Marketing and Social Media Strategy

Influencer marketing and social media management.

Jing Essentials

Client: Jing Essentials Role: Influencer Marketing Strategist, Social Media Manager & Content https://jingessentials.com

Who They Are

Jing Essentials is a wellness-forward lifestyle brand creating stylish, sparkling earplugs designed for women who want to protect their hearing without compromising on aesthetics. With a strong focus on sound wellness, sensory care, and glamour, their mission is to empower people especially women to say no to noise in a bold, beautiful way.

Their earplugs are not only functional (reducing ambient noise while allowing safe sound levels) but also fashionable, making them the perfect accessory for concerts, travel, work, and overstimulating environments.

The Challenge

Despite having a great product with clear benefits and strong visual appeal, Jing Essentials needed:

Influencer partnerships to generate buzz and user trust

A more strategic content flow for Instagram and TikTok to boost brand awareness

Cohesive visual storytelling that positioned the product as both essential and aspirational

Engaging short-form video content that could live on ads, Reels, and TikTok

A brand voice that balanced feminine luxury, playfulness, and accessibility

My Task & Responsibilities

As their Influencer Marketing and Social Media Consultant, I led a 360° content and growth strategy that included:

Influencer Marketing

Researched and shortlisted 50+ relevant micro and mid-tier influencers across wellness, fashion, travel, and ADHD/neurodivergent creators aligned with the brand's sensory and style-first ethos

Created custom influencer pitch templates and outreach sequences that highlighted the product’s USP and visual appeal

Onboarded 8 influencers who generated high-quality UGC, product reviews, and lifestyle integrations

Designed a brand brief for creators to ensure consistency in tone, aesthetic, and value communication

Negotiated collaboration terms and tracked deliverables and performance

Social Media Management

Developed a monthly content calendar with themes around sensory care, stylish living, sparkle aesthetics, and user moments (e.g. “earplug glam at the concert”)

Posted consistently across Instagram and TikTok, mixing education, trends, humor, and aesthetic visuals

Crafted high-converting captions using storytelling, sensory language, and call-to-actions

Built a community playbook: engaged with followers, re-shared customer content, and monitored trends for reactive content creation

Content Creation & Creative Direction

Scripted and directed short-form videos using trending audios, UGC-style voiceovers, and storytelling formats

Shot and edited aesthetic flat lays, transitions, and sparkle-filtered videos optimized for Reels and TikTok

Created an AI-generated ad visual that showcased Jing Essentials in a luxe editorial setting blending fashion, wellness, and futuristic branding. The visual served as an eye-catching paid ad and organic post with high engagement

Designed carousels and memes to increase saves and shares, targeting niche pain points (e.g. "overstimulated girlies at concerts", "ADHD & noise triggers")