Audience-targeted influencer Strategy
Brilli Wellness Lighting
Creative Director, Art Director, Social Media Strategist
Brilli Wellness Lighting launched in 2019 as a pioneer in a new product category: circadian-synced lighting, designed to improve sleep, energy, mood, and more.
In a market dominated by "bulbs as utilities," Brilli sought to position itself as an attainable health-and-wellness essential for Millennials, new parents, and biohacking enthusiasts. I helped deliver on this goal through strategic partnerships with social media influencers that reflected our core customer demographic’s lifestyles.
The Challenge
As a founding member of Brilli, my challenge was to launch a wellness brand in a new product category, circadian lighting, that was largely invisible and misunderstood. To drive brand awareness and education, I moved away from sterile, stock-image-driven social media marketing and toward a "Real-Life Wellness" strategy. I led an influencer program that prioritized authenticity, partnering with creators who looked, lived, and designed exactly like our core audience.
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.
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.
Long-term Marketing ROI: Negotiated image licensing rights from influencers so select images could be reused on e-commerce platforms, in market email, 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
