In response to South Africans’ demand for localized content and a global brand mandate to balance commercial hits with local talent, I led a project to recruit a VIP influencer over a long-term contractual period in which she would share premium content around key brand focuses and work with the brand to co-create and bring a product collaboration to market.

As the project lead, I was responsible for overseeing the strategic development and implementation across all departments, including; paid, earned and owned media, as well as, e-commerce, sales and education. I was fully involved in all aspects of the project, including; influencer recruitment and coordination, product selection, concept development, content creation, asset creation, budget management, product forecasting and omni-channel marketing and merchandising.

I secured South Africa’s top celebrity influencer; a pop-culture icon with over 6 million highly-engaged followers and international acclaim for her role on America’s hit TV series, Quantico.

Tapping into her celebrity power proved to be a huge success with the launch of two product kits that drove unprecedented buzz and sales in the market.