Content creators, influencers and brand experts during this hands-on session exploring the value of an influencer strategy, building ambassador programs, and sharing best practices in approaching win-win partnerships. This workshop covered opportunities and challenges in activating consumers through the lens of influencers and give a step-by-step guide to creating a strategy that works for your brand and sustainability goals. Brands included: Nespresso, Smashbox Cosmetics, How Good, and more.

1. Content Creators for Good
A B R A N D G U I D E T O C O L L A B O R A T I N G W I T H I N F L U E N C E R S

2. A Workshop By...
PASSIONATE LEADERS & EXPERTS IN SUSTAINABILITY, MARKETING & THE CREATOR ECONOMY
VLADA HAGGERTY
PHOTOGRAPHER,
MAKEUP ARTIST,
CONTENT CREATOR
DAVIDA HALL
CONTENT DEVELOPMENT
& PRODUCTION
FOUNDER,
LIPSTICK LOBBY
AISHA
MAINWARING
CEO, MAIN DESIGN
SOCIAL MEDIA
MARKETING
AGENCY
TARA NOLAN
CO-FOUNDER OF VIBE,
CONSCIOUS BUSINESS
CONSULTANT
(GROWTH, SOCIAL &
PR)

3. Why Are We Here?
Source: Business Insider, TikTok on
Global Creator Economy
$100 billion today
$532+ billion by 2025

4. Straight from Search
“fundraising ideas” by 20% YOY
“how to volunteer” by 25% YOY
“community project” 50% YOY
“care of the environment” by 55% YOY
"social impact creator" increased by 300%
Source: Think with Google

5. Let's Do This! 🌱 Eat more plants
💡 Be energy smart
📦 Think durable
💦 Reduce food and water waste
♻️Go circular
🌳 Choose nature friendly
🚺Support women and girls
🌎 Expand equity and opportunity
♥️Show up
Creative Inspiration
Proprietary Data & Insights from Creators
The Dos and Dont’s of Influencer Selection
The Art & Science of Influencing
Risk & Crisis Management
Checklist for Success
SURPRISE AT THE END

6. Nine Sustainable Behaviors
Awareness campaign on Instagram - Eat More Plants

7. Nine Sustainable Behaviors
Awareness campaign on Instagram - Be Energy Smart

8. Nine Sustainable Behaviors
Awareness campaign on Instagram - Reduce Water and Food Waste

9. Nine Sustainable Behaviors
Awareness campaign on Instagram - Think Durable

10. Nine Sustainable Behaviors
Awareness campaign on Instagram - Choose Nature-Friendly

11. Nine Sustainable Behaviors
Awareness campaign on Instagram - Support Women and Girls

12. Nine Sustainable Behaviors
Awareness campaign on Instagram insights
Choose Nature-Friendly
Eat More Plants Be Energy Smart Reduce Water and Food Waste Think Durable

13. Brands working with creators
Poll with creators
90% of creators would like to work together with brands to raise awareness on the climate
crisis and spread the message of sustainability
92% of content creators prefer to have creative freedom when working with brands
for 94% of creators shared values are important when working with a brand

14. Influencer Do's & Don'ts
*Remember there are many ways to partner (influencer marketing,
consulting, affiliate marketing, product development, ad serving)
Confuse creators for a salespeople or ad units -- marketing v.
revenue outcome
Replace social media managers for tech platforms ( SaaS, Taggar)
Judge a creator by their numbers alone (micros, macros, ERT)
Hire a creator to break a new category (and expect miracles)
Lowball talent- price to the market rates, not your budget
Burn bridges - find new opps that fit better
DON'T!

15. Influencer Do's & Don'ts
Hire creators that share your values, tone, culture
Hire diversely (like your customer base)
Research their demos (age, location, gender, affinities)
Know how + where the content will be used ( platform best
practices)
Watch their content beyond the last few eps (cycles)
Work with creators already using your products
Build authentic, loyal relationships - go beyond transactional to
create meaningful, memorable experiences
Hire them for multiples deliverables to test where /how they
can best perform for you -- a true test takes time!
DO your homework!
DO!

16. The Art &
Science
of Influencing
DATA, CREATIVITY, KPIS, OH MY!

17. The Brand Brief - Setting the ask and provide, sample copy, images, etc. Set goals in here too -
conversion? Awareness? Adoption etc. And KISS!
The SOW - Set deliverables, deadlines, required brand language.
KPI- Your SOW should include this key success metric
Provide Product- Allow influencer to choose extra products if its suitable. You can potentially get
extra content/support from them. Gift relevant products.
The Deliverables - Go in depth, vs broad when it comes to contracting.
Realistic Timelines - Review /notes, approval rounds; build in a window for error.
Note:
Collaborate with Influencers - from the start! The success of this depends on influencer selection.
When you collaborate well you get more than what you paid for.
Your Campaign
Checklist
THE SCIENCE

18. Nobody knows how to speak to their audiences better,
so give them creative license to do that.
In fact they test so many products, can be hired for
product development + product insights
Collaboration is key - you with them and them with
others (youtube collabs, product collabs).
Consider who on your team is setting the creative, and
managing influencer relations? Is this the right person/
approach? Will they be a good fit w/ talent?
Creators are Creatives. Not only content publishers!
.
The Art
The Creative Side of Your Campaign

19. The Lipstick Lobby
Creative Case Study
A social justice beauty brand that gives 100% of net profits to womens orgs.
Goal: Created to empower women to speak up and speak out
Celebs: Gloria Steinem, Robin Wright, Courtney Cox, Allison Janney, Laura Dern
Press: Vogue, R29, Coveteur, Allure, PopSugar
Campaigns: 4 Shades - Planned Parenthood, Brady, ACLU, UnPrison Project

20. Made at Smashbox
Creative Case Study
An outside of the box influencer
program based @ brand's HQ
that offers talent the unique opp to
become creative directors.
Goal: Establish Smashbox as the
destination for style influencers
Talent: Lilly Singh, Deepica Mutyala,
Louise Roe, Chriselle Lim, Alexa Losey
Press: NBC, PopSugar, Refinery. HuffPo

21. Risk & Crisis
Management
THIS IS NOT FLUFFY WORK.
Brands must be prepared for a singular post to be seen by all.
Influencer content can reach beyond intended channels, and audiences.
This multi-hyphenate discipline must work hand in hand with business ethics, growth
objectives, and support brand values authentically and uniquely.
In crisis, respond swiftly, thoughtfully, develop a plan to correct the matter and share it.

22. What Are
Creators Saying?
WE HAVE SOME INSIDER PERSPECTIVE ...

23. Your Turn!
POP QUIZ
Pick a brand from your group.
Who is your ideal creator? What qualities do they have?
How would you integrate them into a current initiative / campaign?
Define your goal with them. How will you compensate them?
What risk management policies would you have in place, and who in the
organziation is empowered to enforce these decisons?

24. Thank You!
CONNECT WITH US
Tara Nolan | @taraknolan on IG | www.Taraknolan.com
Davida Hall | @Davida Deutsch Hall on LinkedIn | davidahallstudio.com
Vlada Haggerty | @vladamua on IG and TikTok | www.vladamua.com
Aisha Mainwaring | aisha@maindesign.co | www.maindesign.co