Brand Strategy & Influencer Marketing Framework

Project Overview
Smileie Aus came to me at a pivotal stage in their brand journey. They had a strong product and
genuine ambition to grow, but no clear direction. With no defined brand positioning, inconsistent
content, and uncertainty around influencer marketing, they needed a structured partner to build their
strategy from the ground up.
The Challenge
• No clear brand identity or differentiation in the market
• Inconsistent content with no defined pillars or themes
• Uncertainty around influencer partnerships; who, how, and why
• No defined growth plan, content calendar, or campaign roadmap
What I Did

1. Market & Competitor Analysis
   Conducted a deep audit of the competitive landscape, how key players positioned themselves, what
   content formats performed in the niche, and where gaps existed. Key insight: most competitors were
   either overly polished or purely product-focused, leaving room for a more relatable, personality-driven
   brand.

2. Brand Positioning & Content Direction
   Established a distinct tone of voice and defined content pillars aligned with audience behavior, shifting
   the brand from generic product display to lifestyle and experience-driven storytelling:
   • Relatable everyday moments
   • Product in real-life scenarios
   • Social proof and user-generated content

3. Influencer & PR Strategy
   Built a structured influencer marketing framework from scratch, shortlisting relevant micro-influencers
   for higher engagement, designing PR box campaigns, and creating outreach messaging and content
   guidelines.

4. Campaign & Content Ideation
   Proposed launch-style campaigns to create moments, not just posts, including giveaways,
   collaboration-based growth tactics, and Reel concepts optimized for discoverability:
   • “First impressions” influencer reaction videos
   • Unboxing experiences designed for shareability
   • Relatable problem-solution content formats

5. Conversion-Focused Thinking
   Guided the brand on turning engagement into action, leveraging social proof to build trust and aligning
   content with the customer decision-making journey from awareness to purchase.

Results
6 Content Pillars Defined
Full strategic framework

1 Complete Growth Roadmap
Clear & actionable

✓Influencer Framework
Structured from scratch

Not every brand needs more content; some need direction first. By combining research, positioning,
and structured planning, I helped transform uncertainty into a scalable marketing strategy