Reaching New Audiences with Influencer Marketing
How can an organization reach diverse, niche communities that traditional media may not capture?
The Challenge
Forming strategic partnerships with trusted creators is now essential for amplifying your voice and building brand awareness. However, sourcing the right creators and navigating rate negotiations, in addition to crafting a strategic campaign and managing the whole process, can be overwhelming. Guardian’s team recently worked alongside an organization to provide full-service influencer marketing support. From sourcing and vetting creators to building an on-brand campaign and managing end-to-end execution, the organization needed a trusted partner that could manage its creator partnerships during an influencer marketing campaign.
The PROCESS
Guardian supported a client’s multiday event with the planning and execution of a creative influencer marketing campaign.
Strategy + Planning
Guardian began by developing a comprehensive campaign brief that outlined key messaging, suggestive creative direction, goals and creator partnership expectations. We also established an approval process for close collaboration with the client, ensuring alignment on influencer selection, messaging and brand guidelines prior to launching.
Campaign Management
For the influencer marketing campaign, Guardian identified and vetted online creators who aligned with the target characteristics of the campaign using professional-grade software. Guardian provided the client with a list of 50 creators for approval. Once the campaign brief and creators were approved by the client, Guardian proceeded with contacting and introducing the client's brand to the creators.
During the campaign, Guardian managed all influencer outreach and communications, offering an in-kind value exchange rather than financial compensation. This approach supported budgetary constraints and targeted genuine interest in the event, authentic partnerships with influencers who were truly aligned with the brand. The team served as the liaison between the client and the creators, streamlining coordination. Consistent communication and relationship management were key in maintaining a smooth process and positive influencer experience.
Monitoring + Optimization
Throughout the campaign, we closely monitored post performance and audience responses. As a full-service communications agency, we were prepared for potential challenges and ready to help navigate any issues swiftly and effectively, if anything had arisen.
The results
The influencer campaign resulted in posts with a total potential reach of more than 1.97 million. Multiple creators expressed interest in attending future events, underscoring the value of thoughtful, strategic partnerships. By leveraging the Guardian team for influencer campaign strategy and management, the client successfully extended their brand’s presence beyond traditional media channels, bolstering awareness and the impact of the event.