Audience-targeted influencer Strategy

Brilli Wellness Lighting
Creative Director, Art Director, Social Media Strategist

A woman and a young girl sitting together, reading a book, in a colorful, decorated room with books and decorative items. The woman has long hair, a yellow headband, and a striped dress, while the girl has curly hair, a matching headband, and a pink shirt. A gold balloon and a pink toy guitar are visible in the room, which features a floral wallpaper, a fluffy rug, and various decorations such as books, posters, and a plant.

Brilli Wellness Lighting launched in 2019 as a pioneer in a new product category: healthy circadian lighting, designed and scientifically proven to improve sleep, energy, mood, and more.

In a market dominated by "bulbs as simple, single-purpose utilities," Brilli sought to position itself as an attainable wellness essential for health-conscious Millennials, new parents, and biohacking enthusiasts. I helped deliver on this goal through strategic partnerships with social media influencers, reflecting our core customer demographic’s lifestyles in an aspirational-yet-attainable way. This campaign showed how wellness could be achieved simply by turning on the light.

As Brilli’s founding Creative Director, I was presented with an exciting challenge: launching a wellness brand in a new product category, circadian lighting, that was largely invisible and misunderstood.

The Strategy

To drive brand awareness and education, I moved away from sterile, stock-image-driven social media marketing and toward a ‘Real-Life, Real Wellness’ strategy. I led an influencer program that prioritized authenticity, partnering with creators who looked and lived like our core audiences, just with a little more health, wellness, and style (the ‘clean girl’ aesthetic).

Market Perception: Lighting was viewed as a boring commodity, highly efficient, and not often considered as a potential source of daily wellness.
Brand Voice: The existing brand felt overly technical and lacked emotional resonance. Showcasing how circadian wellness could be easily integrated into daily living was a core goal of this initiative.
Visual Fatigue: The use of stock photography created a sterile, "big-box" retail feel that didn't align with the brand’s high-end products or adequately convey the scientifically proven wellness benefits.

The Approach

Influencer Selection = Demographic Alignment: Partnered with influencers who represented our core customer demographics (new moms, wellness-minded millennials) in an elevated but related way, keeping diversity, ease, and approachability at the forefront.
Making the ‘Invisible’ Visible: Through creative direction, I coached influencers to capture the quality of the light in their own homes and how it made them feel, using organic photography, relevant locations, and props to prove the aesthetic value alongside its health benefits.
Color Logic: Implemented a dual-system visual language: blue for Charge Up (daytime focus) and amber yellow for Wind Down (evening relaxation), which also helped to reinforce brand and product awareness.
Improving Marketing ROI through Image Rights: Negotiated long-term image licensing rights from influencers, so select images could be reused on e-commerce platforms, in marketing emails, and even on packaging; amplifying our return-on-spend.
Educational Storytelling: Translated complex circadian science into digestible Instagram carousels and Reels.
Tailored Content: Developed high-fidelity visual content for the Instagram feed while utilizing Stories for real-time Q&As and "behind-the-science" education