Of course, where it all starts is with a strategy. It’s no good just running off and finding the most popular social media influencers out there if they don’t align with your brand or product. What are you trying to accomplish with these partnerships, and what do you want to get out of them? For The Faith Agency, some of our FMCG advertising clients typically have looked for influencers to produce reels highlighting their quality products but also produce recipes and written content to help bolster these brands’ websites. Others, say, in the retail advertising space, have needed straight product reviews in the form of longer reels that offer unfiltered reviews. The point is that if you don’t know what you need, these social media influencers won’t know where to start.

At this point, it’s also good to understand what your budget is. If you only have $30,000 over 12 months, you’ll end up with a very different mix of influencers as opposed to having a budget of $300,000. The reality is that no two influencers are the same, and the same is true for their rates. Having a social media marketing agency that knows how to negotiate with influencers and their management is crucial to ensuring that you get the right social media influencers aligned with your business.

With that budget set, identifying influencers is the next key outcome. Good old fashion research paired strategic partnerships with key management groups can ensure you get a solid mix of micro-influencers and larger profiled personalities to help build a cohesive mix of talent. Being able to brief each of them cleanly and clearly aligned with your previously outlined goals is crucial, as is your ability to communicate budgets and expectations. Contract management is often (though not always) an important factor as well, so have your big boy pants ready!

Having identified what your goals are, how much money you have and who you’re going to work with, influencer marketing agencies really get to work. Coordinating delivery of products, reviewing content proposals and ultimately critiquing creative deliverables are all critical functions of social media influencer management. Remember, the agency must always act as the intermediary between the creator and the brand, so translation is critical (a skill not everyone has).

But once you have creative approved, it’ll go live and everyone will be happy, then you need to conduct post-campaign analysis, both month to month but also across a larger timespan to ensure that your strategy is actually working. Feedback from the client at this point (not just quantitatively but also from an overall quality perspective) is really important. It’s amazing what time and distance from the post does to their perception of the content, so it’s important to take the time to identify what went well and what didn’t.

As a leading influencer marketing agency in Melbourne, The Faith Agency are well-poised to help businesses from all industries (not just retail and FMCG, but also B2B, healthcare and professional services) coordinate their social media influencer strategy. Contact us today and let’s see how we can work together.

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Working with Britex on their recent forays into influencer marketing, we first started with talent identification. While everyone wants to work with huge influencers with many millions of followers, the reality is that budgets can only take us so far. The challenge then is to prioritise parties that would maximise “bang-for-buck”. The realm of micro influencers, or those with less than 100,000 followers, is rich with supremely talented creators that have identified a key niche that works extremely well for them. With Britex, we chose to work with one large influencer (Chantel Mila), several medium sized influencers and a rotating group of micro influencers.

The next step, having selected the influencers, is to brief them accordingly. A client like Britex has multiple products to promote across different audiences, and working within a six-month calendar, we were able to map out these priorities across time to ensure a good balance of coverage and reasonable spacing between posting (remember, we don’t want to inundate the influencers’ audiences with our content). Once this has been outlined, we communicate with the content creators accordingly. Some may have talent management, others may work without; however, the process remains the same. Communicating key selling points of the products to be worked with, along with critical information such as pages to tag, creative elements to avoid and timeframes help to clear up any confusion from the creators.

Having set this all out for the influencers, we give them a fairly open brief to produce the content that would work best for their page. While some brands do prefer a firmer grip on the outcomes, the reality is that we want the content to feel appropriate for what the creator is doing (you can always tell when they are forced to say something). The influencers outline their timeframes and then we simply wait. Getting the finished product back is always exciting, and very rarely will our clients ever have any issues (certainly not Britex). Once this is done, we finalise post copy with the influencer, set up post time and let it go out into the world.

After a week, we typically revert back to identify the performance of the individual post, looking at key metrics such as reach and engagement, but also work closely with Britex to understand if there has been any identifiable movement in terms of sales of the products being featured. Across the campaign of working with influencers up to this point (almost 9 months for Britex), we’ve seen significant improvements in key sales metrics and website visits, suggesting that the approach is working.

If you’re interested in learning more about how we approach social media management or paid social media marketing, reach out to us today to organise a chat!

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The range, initially labelled the “Specialty Range”, combined a slew of products including sprays and wipes for simple stains, grout and tile cleaners, urine removers and even air fresheners. The first priority was to simplify the name of the range for the end consumer benefit. Hence, the “Everyday Range” was born. Very much identifying the usage of these products for consumers (that being, for everyday spills and stains), the range had new packaging developed by Britex and reinforced stocking throughout retailers.

We initially launched the campaign utilising a tagline, “For Everyday Uh-Ohs”, having a little bit of fun at life’s silly messes. This utilised a quickly edited video combining existing assets and new stock imagery to present each spill in a humour approach with a simple solution.

While this performed well, the brand wanted to ramp up their activity, both in terms of media buy but also in terms of impact. They turned to Instagram influencer, Chantel Mila (aka @mama_mila_au) to act as an ambassador for the products. Due to Chantel’s existing arrangements with Bunnings, this was seen as a good partnership for Britex, one that could be leveraged through a series of posts created by Chantel as well as a photoshoot and campaign creative suite that was driven by Faith.

While the campaign has only been live for a few months, the results have been terrific with engagement delivered by our campaign scoring Britex huge sales results and positive feedback from key stakeholders internally and externally. We’ll bring the campaign back in April with continued posting from Chantel in the meantime.

We look forward to extended the collaboration between Britex and Chantel Mila well into the future!

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The Concept: “For Everyday Uh-Ohs”

We breathed new life into the cleaning experience by simplifying it down to individual moments that demand simple fixes. The creative concept revolves around addressing everyday cleaning challenges – be it spots and stains, messes on tile and grout, or even unpleasant odours. “For Everyday Uh-Ohs” captures the essence of tackling these common issues with Britex’s highly effective everyday cleaning products.

To bring this concept to life, we collaborated with the talented photographer Greg Elms. The team orchestrated a comprehensive photoshoot featuring an entire family navigating various cleaning scenarios (even enlisting the help of their 12-week old puppy, Reuben. The diverse setups captured during the shoot provide a wealth of content variety, ensuring the campaign remains relevant and engaging for years to come.

Content Variety for Future Leverage

The decision to shoot a range of setups not only showcased the versatility of Britex’s Everyday range but also provided a strategic advantage. The abundance of content now allows us to tailor their Britex’s future marketing efforts, ensuring the campaign remains dynamic and adaptable over time.

It was fantastic to work on a project of this nature (as always), highlighting the pleasure in creating content that resonates with the everyday consumer. By focusing on relatable moments, they aim to make the cleaning experience more accessible and enjoyable for households across Australia.

What’s Next?

As a teaser for what’s to come, the next evolution of the “Everyday Uh-Ohs” campaign will feature none other than Instagram sensation Chantel Mila, widely known as @Mama_Mila_AU. This collaboration promises to add an exciting twist to the campaign, leveraging Chantel Mila’s influence to further connect with a broader audience.

With “Everyday Uh-Ohs,” we’ve has not only elevated Britex’s Everyday range but has also created a campaign that speaks directly to the heart of everyday cleaning challenges. Stay tuned for the next chapter of this innovative campaign, as Faith and Britex collectively continue to redefine the narrative of household cleaning. Job done right. Job done Britex.

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