Women’s Fashion Brand

Context

An established women’s fashion brand wanted to reach a younger (30s) audience and build a steady stream of authentic content.

Goal

Stand up an influencer program built on mid- and micro-creators, with a UGC engine that could also fuel paid.

Approach

• Broad creator outreach with a tiered selection strategy.
• A UGC-as-paid playbook modeled on comparable brands.
• A multi-touch creator journey designed for sustained engagement.

What I Found

• Securing larger creators was hard, but smaller creators delivered flexibility and reach.
• Product read as versatile and flattering across a range of creator styles.
• Casual, user-created content performed best when repurposed as paid.

Recommendations

1. Go mid and micro. Expand to mid and micro creators while continuing broad outreach to larger names.
2. Repurpose UGC as paid. Turn top user content into paid social.
3. Plan the journey. Design multiple creator touchpoints over time.