HMG-PLUS set out to tap into an under-leveraged group of digital influencers already familiar with Black Opal to deepen their loyalty to the brand.

First, we developed a quarterly product mailing program for this hand-selected group of influencers. Through new and seasonal product seeding and one-on-one communication, we secured positive earned exposure for the brand and its products on these influencers’ blogs, YouTube channels and social media platforms.

Second, we identified a smaller group of these influencers as top targets based on their audience engagement and their genuine affinity for the brand. This time around, a small budget was dedicated to creating sponsored content to support specific brand marketing efforts including a feature film partnership, new product launches and seasonal focuses.


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