Influencer Activations
I lead all influencer and brand partnerships for the @nutrafolmen account with a monthly budget of $30,000. I have successfully launched multiple influencer activations from developing the content plans, handling negotiations, and going live. I have worked with accounts as small as 10,000 followers to above 1 million. These activations have been able to increase our reach and brand awareness, leading to an increase of over 2,000 followers. Some examples are below:
Along with lifestyle influencers, I also work with a variety of medical creators to create content focused on health and wellness, while mentioning the efficacy of Nutrafol Men.
I also contract product/UGC content from micro-influencers to use for trending audios and other social activations.
GQ
Throughout Q1/Q2 of 2023, Nutrafol launched a campaign aimed at inspiring our male audience to take action against their thinning hair. One component of this campaign was to do a video series with GQ called ‘Barbershop Talks’ and pair prominent male influencers + athletes with celebrity barbers to open up the conversation around hair thinning. My role in this activation was to help source talent, work with the GQ team to execute the social cutdowns, write copy for the posts, and take them live. I also worked with the barber’s and talent’s teams to have them share the posts to maximize reach. Collectively, these videos amassed over 10K views and brought in over 200 new followers.
Live Episodes: Nick Wooster | Brenden Fallis | Isaiah Hodgins
As an extension of this video series we then contracted our influencers to create social content to recap their experience, chat about why hair health is important to them, and continue this important discussion. I met with each influencer to help script the content and provide them key talking points in a brief.
Social Posts: Nick Wooster | Brenden Fallis | Isaiah Hodgins
Sephora
In January of 2023, Nutrafol and Nutrafol Men launched on sephora.com and in select stores. To support this launch, I was tasked with creating social content and work with influencers to create brand awareness.
One aspect of this was to work with male Sephora Squad Members to tap into their audiences and create content sharing their hair stories, how Nutrafol Men fits into their routines, and how they are excited that they now can shop our brand at Sephora.
I was also tasked with testimonial and product focused videos to support the dot.com launch. Before the product launched on Sephora’s website, I had to supply the Sephora team with new testimonials and product videos + graphics to be added to the product page. This project was split into two parts, one was briefing in our creative team on the graphics we wanted to have. Our focus was to break down our ingredients, our efficacy, and timeline to help customers quickly get a 360 of what to expect when choosing to take Nutrafol. The second part was contracting new testimonials from active users, which I helped script and edit per Sephora’s best practices. You can view all of the graphics and videos HERE.
Giveaways
To help grow the @nutrafolmen handle, I executed brand partnership giveaways with other men’s product focused brands. These activations helped bring in over 750 new followers.
I also partnered with larger creators to do giveaways, for example I collaborated with Derek Chadwick, an influential model to share his hair care routine and host a giveaway for his audience. It was a win because His audience was 80% male, with the main age range being men in their 20-30s. The video received 250K views, 30.3K likes, and 179 entries to the giveaway. The average likes on his past 6 ads was 20,400 and our activation received 30,300 likes, which is a 48% increase. Video HERE
An example of a partnership with a different team was when I partnered with our email/retention team to launch a giveaway for our email subscribers. Our email team let us know that they had seen an influx of new men’s subscribers after a campaign. I then came to them with the task of launching a giveaway on social media and sending an email to subscribers that led to the giveaway. We were able to gain 60 new followers the day the post went live and 100 followers the entire week. This was an increase of +27% above our average daily follower growth. Post HERE
Instagram Lives
To provide more educational resources to our followers, we host Instagram Lives throughout the year touching on different topics, such as stress, diet, lifestyle, and more.
For Instagram Live to come to fruition, I first script the run of show and get it approved by our regulatory and brand teams to make sure we comply with current market regulations. I then reach out to creators and contract them to be a part of the IG Live. I then have a meeting with our host and influencer guests to go through the run of show and answer any questions. Then during the actual IG Live, I am watching the comments as a moderator and feeding any questions to our host for a Q+A moment at the end. I also am there to help with any technical difficulties.
You can view examples HERE | HERE | HERE | HERE | HERE | HERE
Content Creation and Strategy
In my role at Nutrafol, I was brought on to launch the @nutrafolmen handles across Instagram, Facebook, TikTok, and YouTube Shorts. I own the day-to-day channel management of posts and stories, the development of the social media strategy, community management, influencer partnerships, giveaways, Instagram Lives, content editing, and more! Through these initiatives, I have been able to grow the account to 7,000 followers on Instagram.
I partner with our creative team to brief in monthly social media posts we need created. I schedule a bi-weekly call to discuss the posts, concepts, and thoughts/questions. I then serve as a project manager to see the posts completed.
I also script a lot of Reels for our internal employees to film. These videos cover a range of topics from medical to product focused. I also help create “Founder Story” content that features our CEO Giorgio Tsetis.
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