EASIS

In influencer marketing, one of the common challenges faced by brand and marketing managers is ensuring that influencers bring real value to the brand before committing to long-term partnerships or larger payments. It’s crucial for brands to evaluate whether the influencer's content aligns with the brand’s values and resonates with the target audience. A smart way to address this challenge is to run a "start-off" campaign—a low-risk way to assess the fit between a brand and its influencers.

A "start-off" campaign can be a great way for brands to get to know the influencers they are working with before increasing product value or providing direct payment. This initial campaign allows both the brand and the influencer to establish a working relationship and determine whether the influencer’s content aligns with the brand's values. It’s an essential step to ensure that the content will be high-quality and resonate with the target audience. The beauty of this approach is that it provides a safe space for both parties to evaluate the potential for a successful partnership.

Once an influencer successfully passes the start-off campaign and demonstrates their ability to create content that aligns with the brand's goals, they are then invited to participate in subsequent campaigns: Campaigns that are more open for interpretation than the start-off campaign. Creating such structural work-methods working with influencers, you could state that the influencers gain ambassador-status.

An example of working with ambassadors is EASIS's healthier choices by EASIS-campaign, where EASIS provided the necessary guidelines, including compensation details and key messaging points, but allowed influencers more flexibility in how they produced content. This freedom enabled influencers to infuse their personal style, making the content feel authentic and relatable. The open-ended nature of the campaign meant that influencers could create diverse content, tailored to their unique audiences, all while staying aligned with EASIS's overarching objectives.

In conclusion, using a two-phase campaign structure—starting with a test campaign followed by an open-to-interpretation phase—proved highly effective for EASIS. This approach allowed them to evaluate influencers, ensure content quality, and maintain authenticity in their marketing efforts. By incorporating microinfluencers into this process, EASIS was able to enhance brand awareness and engagement in a more personal and credible way, ultimately driving greater results. Furthermore, utilizing an influencer platform like Dreaminfluence streamlined the process, enabling better tracking and optimization of campaigns.