DYI: Mother’s Day
DYI is a Houston-based lifestyle and activewear brand for women. Female owned and operated, Define Your Inspiration (DYI) is all about making women look good and feel good. Their mindset, philosophy, and movement is to help women achieve the best versions of themselves through health and wellness.
At the beginning of April we were approached by client DYI with information about their upcoming Mother’s Day Sale which would kick off on May 1st. We all agreed this would be a great opportunity to utilize influencers who could create dynamic content and spread the word about their sale to new audiences.
With the small window of time for DYI Influencer outreach, shipping, and collection of content to create marketing assets, we knew that getting aggressive on this project was a must. Things that we needed to consider were:
- Finding the right influencers for this unique collaboration.
- Conducting outreach and communications/negotiations with influencers.
- Getting the product shipped to the influencers.
- Receiving quality content from the influencers on a short deadline.
- Turning the content around to create cohesive, engaging, impactful marketing across all platforms.
The first step was to discover and research quality influencers who were mamas or expecting mothers who posted about their active lifestyle. After curating a list of these potential influencers, we presented it to DYI to approve which people they’d like to collaborate with. From there it was off to the races! We began reaching out to these women with a proposal for collaboration, notating our deadline to have assets in hand before the Mother’s Day Sale kicked off on May 1st. Custom Brand Representative Agreements were created and sent by us.
Our team kept close contact with influencers as we collected content and engaged with their social audiences while they posted on their platforms. From email communications, to Instagram DMs, we made sure to work closely and diligently to make sure that images going out from their platforms, while in their own personal voice and style, remained on brand for DYI and also included all necessary language such as the Mother’s Day Sale discount code and campaign hashtag #WhatMovesMom.
When influencer content was received our client would approve it for distribution on their social channels. Images and testimonials were utilized across all marketing platforms to create dynamic and engaging ads and posts.