You're managing an influencer campaign. How can you guide creativity while maintaining brand messaging?

SMART Goals: Ensure your goals are Specific, Measurable, Achievable, Relevant, and Time-bound. Align with Overall Business Objectives: Your influencer marketing goals should contribute to the broader business strategy. Consider Your Target Audience: Define the specific demographic you want to reach and tailor your goals accordingly. Set Realistic Expectations: Avoid setting unrealistic goals that can lead to disappointment and frustration

Establishing clear guidelines with a detailed brief and brand guidelines. This includes the brand objective, the content style and the expected outcome from the influencers. Hop in the influencers early, so that there can be open communication and enough time to volley between ideas & thoughts. Brief them about the brand, its history and what it stands for before giving them the pitch. Give them freedom to ideate and experiment, but with the boundaries of the brand in mind. Provide constant feedback about the influencers’ work & let them know if they are in line with your strategy or not. Look at trends that are popular and see if they can fit in with the brand’s image. You either create viral content or jump on and leverage on viral stuff.

Managing an influencer campaign means finding the sweet spot between guiding creativity and sticking to your brand’s message. Start by laying down clear guidelines about your brand’s voice and what you want to achieve. Work with the influencer, not just telling them what to do but collaborating and sharing ideas. Trust their instincts—they know their audience best. Give them the freedom to be authentic, but stay involved by reviewing their drafts and giving constructive feedback. Keep the lines of communication open, check in regularly, and monitor how the campaign is performing. This way, you respect their creativity while ensuring your brand message hits home.

When you tap into influencer marketing, it’s important to find that sweet spot between guideline/regulation and creative freedom. Sit down and think about the reason behind this influencer marketing campaign. Pick your top 3 “musts” for these campaigns and include those when briefing your influencer. Most importantly - pick influencers who align with your vision and strategy just as they are. Then you are less likely to have a rogue campaign.

Deixe-os flexíveis principalmente em formatos. Deixe que as mensagens estabelecidas possam ser criadas e passadas de forma criativas, mas principalmente: mantendo a essência desse criador, garantindo assim a aceitação do público, que é quem a marca busca alcançar.