Social Media Strategy

Brand: Brilli Wellness Lighting
Project: Integrated Paid Influencer & Organic Social Strategy (Instagram)
Role: Social media strategist, creative director

The Ask

In partnership with Nike Communications, discover, collaborate, and concept with paid social media influencers to create highly engaging posts that drive brand and product awareness of Brilli’s circadian lighting products.

My Approach

Led the agency in developing platform-targeted content for Instagram, ensuring brand consistency and product detail accuracy, while adhering to platform best practices.

Selected influencers that embodied Brilli’s core customer demographics (health-minded millennials, predominantly female, suburban new moms, and busy city-dwellers) and provided direction to capture specific scenes and settings that conveyed Brilli’s brand values and promoted the core function and associated wellness benefits, of Brilli circadian lighting products, including:

• Working from home and using Charge Up lights to increase focus and productivity.

• Unwinding with Wind Down lights, with young children in naptime/bedtime routines.

• Unwinding with Wind Down lights, with a book, meditation, or other self-care activity.

• Self-care rituals, with Brilli’s Look Up Beauty Mirror.

• Exercising, yoga, or other healthy activities at home.

The Results

Developed and implemented comprehensive Social Media Strategies that resulted in an average 3.45% engagement rate on Instagram.

Additionally, image licensing rights were negotiated to maximize ROI of the influencer partnerships, and the images were also utilized on product detail pages on e-commerce partner websites and Brilli’s website.