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Influencer marketing strategy · Service 01 of 05

Platform,audience,message.Settled before the money moves.

For brands that know influencer marketing belongs in the mix and haven't decided where, with whom, or what to say. You get a written plan with prices in it, to run with us or without us.

Start with a briefSee how a campaign runs
Who this is for

Strategy is the right service when the question is still open: which platforms, which creator tier, which markets, what the money should buy. If those are decided, you don't need this; you need the people to run it.

Right fitBetter served elsewhere
A first influencer programme, or a last one that didn't work and nobody knows why
The plan exists and you need it runCampaign management
A budget that exists and a plan that doesn't
You know who you want and need them booked and contractedSourcing & Contracting
Several markets or platforms competing for the same money
You want partners for years, not a campaignBrand Partnership Development
What we decide

Five decisions we make with you.

Audience and platform

Where your buyer actually spends attention, by market, and which platform earns the budget there. One recommendation per market, with the reasons written down.

Creator tier and mix

Whether the money buys three large voices or thirty smaller ones, and why for this product. The reference creators are named and priced, so the plan has numbers in it, not adjectives.

The message

What creators are asked to say and, more important, what they aren't. The claims your legal team clears, turned into briefs creators will actually follow.

Budget and timing

How the budget splits across platforms, creators and usage rights, and when it goes live. If the honest answer is "later than you planned", the plan says so.

The measure

What "worked" means, chosen before anything posts: the number you'll be asked about, so the report answers it instead of the ones that happened to look good.

What you take away

The plan, on paper.

01
Strategy memoAfter the discovery call: what we heard, what we think, what we'll test. You correct it before the work starts.
Illustrative
01 / 06Day 0
Strategy memo
ToOda Botanics, Brand teamReAutumn serum launch · Strategy

What we heard: a night serum launching this autumn, a creator budget of €60,000 across Spain and the UK, no influencer work before, and a board that wants to know what it bought.

What we think: the two markets buy skincare differently. The UK buys on ingredient explainers, Spain on routine content. One message, two treatments, and the budget split should follow the markets, not the org chart.

What we will test: three lines against six creators' audiences, two budget splits, and the launch window against a restock two months later. You will see the results, not only our opinion.

Strategy lead, LMG Media
Oda Botanics · Autumn serum launch · StrategyIllustrative
02
Reference setSix creators who reach the audience we're recommending, with what each would cost.
Illustrative
02 / 06Day 14
Reference set
CreatorNicheMarketFollowersRate
@mira.night.notesNight-routine audience, the buyer we wantSkincareUK212K€6,500
@julieta.reads.labelsIngredient-led, high savesSkincareUK127K€4,200
@the.slow.edit.joLong-form reviews, trustedWellnessES86.5K€2,900
@ritual.hours.anaAlready buys the categoryBeautyES48.2K€1,800
@alfama.by.tiagoTests whether Portugal is worth a third marketLifestylePT31.9K€1,200
@hanne.most.daysThe one large voice, if the split allows itBeautyUK540K€14,000
Six of twenty in the reference set · Rates indicative, 90-day usage
Oda Botanics · Autumn serum launch · StrategyIllustrative
03
Channel planPlatform by platform: what runs where, in what order, for how long.
Illustrative
03 / 06Draft · Day 21
Channel plan
Wk 1Instagram · ESRoutine Reels, three creators
Wk 1Instagram · UKIngredient explainers, two creators
Wk 2TikTok · UKOne large voice, launch week
Wk 2Instagram · ESStories with link, four creators
Wk 3YouTube · UKOne long-form review
Wk 4Instagram · bothDay-14 results, every creator
Wk 11Instagram · UKRestock wave, held from launch budget
Oda Botanics · Autumn serum launch · StrategyIllustrative
04
Message testsThe lines creators would be briefed on, marked keep, cut or test.
Illustrative
04 / 06Tested · Day 25
Message tests
LINEA@julieta.reads.labelsWhat is actually in the bottleKeep
LINEB@mira.night.notesFourteen nights, one photo a nightKeep
LINEC@ritual.hours.anaClinically proven resultsCut
LINED@the.slow.edit.joThe serum I had stopped believing inTest
LINEE@hanne.most.daysLaunch week, the whole routineTest
Cut: "clinically proven" is a claim legal has not cleared. It does not go in any brief.
Oda Botanics · Autumn serum launch · StrategyIllustrative
05
RecommendationOne page. One recommendation. One sentence you can forward to your board.
Illustrative
05 / 06Day 32
Recommendation

Two markets, one message, two treatments. Put six of every ten euros into Spain at launch and hold the UK for the restock two months later, when ingredient content sells and the launch noise has passed. Reference creators are priced. The board sentence is on page one.

Strategy lead, LMG Media
Oda Botanics · Autumn serum launch · StrategyIllustrative
06
Budget splitWhere each euro goes, by platform and by creator tier, with expected reach stated as a range.
Illustrative
06 / 06Day 32
Budget split
€60,000Creator budget
60 / 40Spain / UK
11Creators planned
Budget by platform
Euros, thousands
3020100
€27K
€15K
€12K
€6K
IG ESIG UKTT UKYT UK
Platform and market
Expected reach is stated as a range in the plan. The campaign report checks it.
Oda Botanics · Autumn serum launch · StrategyIllustrative
Stays yours
Illustrative
Schedule A · Decisions reserved to the clientSigned at kick-off

What the plan never decides for you.

  1. 01

    The budget. We plan inside the number you give us; we don't argue it upward.

    OB
  2. 02

    The brand. Voice, claims, and the list of things you won't do are taken as given.

    OB
  3. 03

    Who runs it. The plan works with any agency or in-house. Nothing in it needs LMG to execute.

    OB
  4. 04

    Which recommendation you take. Where we're unsure, the plan says so and gives you the alternative.

    OB
  5. 05

    The measure. You choose what success means from the options we lay out.

    OB
For Oda BotanicsSigned at kick-off
For LMG MediaSigned at kick-off
Questions

Before you send the brief.

Do we have to run the campaign with you afterwards?
No. The plan is written to be executed by anyone, and it names creators and prices so another team can pick it up. If you do run it with us, the strategy fee is credited against campaign management.
How long does it take?
One to two weeks from the discovery call to the recommendation, depending on how many markets and platforms are in play. The memo gives you a date for your plan, not a generic one.
What do you need from us?
The product, the markets, the budget, any previous campaign results, the claims your legal team has cleared, and one discovery call with whoever owns the budget.
Will you recommend a platform you don't run campaigns on?
Yes. We recommend where your audience is. If that's somewhere we don't run campaigns, the plan says so.
Isn't the first shortlist free?
It is, for any brand that sends a brief. Strategy is the paid work that comes before it when the plan isn't settled: the memo, the tests, the budget split and the recommendation.
What does it cost?
A fixed fee, scoped to the number of markets and platforms and quoted after the discovery call. No creator fees at this stage, because no creators are booked.
The other four

Where this fits.

  1. 02 / 05Creator Sourcing & ContractingThe creators and the paper, for a team that runs its own campaigns.
  2. 03 / 05Campaign ManagementThe whole campaign, run by us. The decisions, kept by you.
  3. 04 / 05Brand Partnership DevelopmentThe relationships worth keeping past one campaign.
  4. 05 / 05Always-On Ambassador ProgramsThe same creators, all year.
Start
Influencer Marketing Strategy

Send the brief. We'll tell you whether you need a strategy or just a shortlist.

Start with a briefA person reads it · Reply within two business days