While working with Draftline, my primary role was in insight analysis for the brand's social media pages. So I noticed that the Flying Fish Brand was running a social media campaign, but the content the influencers were creating didn't align with the brand and wasn't brand-safe. So I proactively made a section in the May monthly report to include the review.

This report allowed the brand manager to see the gap in the campaign, and he asked me to take full lead in reviewing the influencers' content before they go live to make sure that they communicate the message appropriately and are brand safe.

Following this conversation, the brand manager created a group with the influencer manager so that they could share the content in the group for review before posting and communicated that the content needed to be approved by me before posting.

I then created a simple influencer brief document that included the brand hygiene guidelines for content and some key trends that the influencers can use as a reference on what we were expecting. After this, I sat with the social media director for Flying Fish and the influencer manager to take them through the document and so that we can get into agreement on the influencer's content moving forward.

The influencers started just using the suggested trends as the content to create, and the influencer manager didn't properly brief the influencers on which trends would fit their brand and their audience, so instead ,the content looked forced and out of place with the influencer. But there was some good content that aligned with the influencer and worked out really well, an example of that.

The content that was off:

I talked to the influencer manager and suggested the trending content that would fit each influencer, and I also encouraged him to push the influencers to create content that matched their aesthetics and tones with inclusion of the brand, so it doesn't seem off to their audiences. This led to improvement of the content as seen in this post and this post.

This strategy not only saved the brand manager time but also ensured that the Only Flying Fish Campaign was executed effectively, boosting brand awareness for the cans in the process.