To launch the new girls collectable brand, Genie Girls, we worked with a micro-influencer platform to drive targeted awareness amongst mums on Instagram in the pre-launch phase of the product launch plan.

We were able to reach mums with ‘micro-influence’ at scale rather than work with fewer influencers, with larger followings and associated ‘media wastage’.

We prepared detailed briefs for the influencers to bring the Genie Girl product to life through still imagery and video content. All influencer content was approved by the brand owner before being published.

The content was then re-purposed to form part of the Genie Girls content plan through owned channels and the assets used as part of a paid social campaign.

Working with an automated platform allowed us to generate authentic user generated content at scale, in a very short period of time in a cost effective way, versus a one to one engagement strategy.

The opportunity to re-purpose the influencers’ content allowed us to deliver a higher quality and more authentic feel to product imagery, rather than relying on typical product imagery.