Social & Influencer Marketing

Channel roles, editorial pillars and audience definitions written before the first post goes out.

Social programmes start from presence and end from habit, posting because the calendar demands it. Without a defined job per platform and a named audience per channel, the output is noise carrying a logo, and its budget can never be defended in a review.

We set each platform a function, define pillars against live audience research, and agree response rules for comments, messages and escalations before launch. Strategy reviews run monthly against performance data, with pillars adjusted on evidence. Clients get channels with a point of view and a documented playbook any new team member can run.

Creator selection and contracting built on audience overlap rather than follower count, with briefing that protects both brand and voice.

Influencer budgets leak through selection by vanity. Brands buy follower counts and receive audiences that overlap with no buying group, on deals structured so loosely that neither party knows what success was supposed to look like. Creators, briefed like suppliers, perform like suppliers.

Our partnerships team screens creators on audience composition, past brand behaviour and category credibility, then structures deals with clear deliverables, usage rights and exclusivity terms documented up front. Briefs carry the message architecture inside explicit creative freedom, reviewed jointly before production. Clients build partnerships creators genuinely want to renew, with performance tracked per engagement.

Native-first formats produced at platform cadence, so quality never becomes the casualty of volume.

Social content fails twice. Polished campaigns get repurposed without translation into formats audiences skip, while volume-first output erodes the brand it was meant to serve. Both come from treating production as a downstream service rather than a discipline with its own standards.

We staff platform-native producers with editing and motion capability inside one pod, working from pillar calendars with defined approval lanes and a shared asset pipeline. Turnaround is measured in days rather than cycles, and every cut carries a performance hypothesis. The client ends up with a content engine and a library that feeds every other channel.

Response standards and escalation paths that turn a comment section into market intelligence.

Communities are left to accumulate rather than managed. Responses depend on who happens to see the notification, complaints surface first on public threads, and years of unprompted customer language, the cheapest research in the market, evaporates unanswered into a platform's feed.

We run community desks with published response-time standards, tiered escalation into product and PR, and a weekly mining report feeding recurring objections into the strategy review. Tone guidance is tested against real threads rather than hypotheticals. Clients get faster resolution, fewer public incidents, and an intelligence feed their roadmap teams actually read.

Social outcomes tied to brand lift and pipeline contribution through defined baselines, not end-of-campaign screenshots.

Measurement assembled after a campaign can only flatter it. Impressions get presented as proof because nobody pre-agreed what the activity was supposed to change, and the report is written at the length the client expects rather than the truth it deserves.

Every brief carries a baseline, a target metric, and the instrument that will read it: brand-lift panels, holdout groups, or attribution structures into the CRM. Reviews compare planned against observed and archive every read in the programme record. Clients gain honest social attribution and a dataset that sharpens each successive campaign.