House of McDowell's Friendship Chronicles: Going Beyond for Your

Companions

Introduction:

House of McDowell's is not just a brand; it's a sanctuary of friendship and shared
moments. Rooted in the belief that true friendship deserves to be celebrated,
House of McDowell's stands as a testament to the spirit of togetherness and
camaraderie. As we embark on this influencer campaign, we aim to amplify the
essence of House of McDowell's by encouraging influencers to go beyond the
ordinary for their friends, fostering friendships and capturing these
heartwarming moments in authentic and engaging content.

Objective:

The primary objective of this influencer campaign is to generate buzz and

increase brand awareness for House of McDowell's. By encouraging influencers
to showcase going out of the way for their friends, we intend to create a ripple
effect of heartwarming and relatable content that resonates with our target
audience. Through this, we aim to strengthen the connection between the brand
and its consumers while highlighting the brand's commitment to celebrating
true friendships.

Content Creation:

Influencers will be actively involved in the ideation process, sharing their

content ideas on how they will bring out the concept of going out of the way for
a friend. Each influencer will produce:

● 1 Reel: Showcasing a creative and thoughtful gesture for their friend,

embodying the spirit of House of McDowell's.
● 2 Stories: Documenting the behind-the-scenes process and capturing the
genuine reactions of their friend to the special gesture, fostering the idea
of friendship.

Content Creation Concept: Going Beyond for Your Companions

Example Scenario:

Imagine your best friend is an avid coffee lover, but one day they mention
they've never had a cup of handcrafted artisanal coffee. In this scenario, you
decide to go out of your way to surprise them with a personalised coffee-making
experience. This could involve learning a new coffee brewing technique,
sourcing high-quality beans, and presenting it in a uniquely crafted mug. The
content would capture the process, your friend's reaction, and the joy of
creating a memorable moment together.

Content Inspiration:

1. DIY Adventure: Create a DIY project or craft something special for your
friend, showcasing the effort and creativity involved.
Example: "Turning a plain photo frame into a personalized memory board
with pictures of our best moments."
2. Skill Enhancement: Share how you've gone the extra mile to learn a new
skill or hobby to surprise your friend.
Example: "Learning a few chords on the guitar to play our favorite song for
my friend's birthday."
3. Culinary Delight: Cook a special meal or dish that your friend loves but
has never tried making themselves.
Example: "Baking a customized cake with your friend's favorite flavors and
decorations."
4. Personalized Experience: Plan a unique experience that caters to your
friend's interests or dreams.
Example: "Organizing a surprise stargazing night for a friend who loves
astronomy.

Influencer Selection Criteria:

● Relevance: Prioritize influencers with a strong alignment with music,

socializing, and lifestyle content.
● Engagement: Select influencers with a high engagement rate and an
active, authentic follower base.
● Demographics: Ensure diversity in demographics and geographical
locations to reach different audience segments.
● Creativity: Seek influencers with a creative flair to showcase House of
McDowell's uniquely and bring out the idea of fostering friendships.

Influencer Segmentation:

1. 10 Creators with 100k+ Followers:

a. Maximum reach for broad brand exposure.
b. Proven ability to create high-quality, engaging content.
2. 20 Creators with 50k+ Followers:
a. Substantial but slightly smaller following.
b. Demonstrated consistent and authentic connection with their
audience.
3. 20 Creators with 10k+ Followers:
a. Micro-influencers for a more intimate connection with their niche.
b. Genuine influence within their specific audience.
Deliverables:

Influencers are expected to actively contribute to the content creation process,

sharing their unique ideas on how to bring out the concept of going out of the
way for a friend. They will then deliver:

● 1 Reel
● 2 Stories

Key Metrics:

● Engagement on Reels and Stories:

● Measure likes, comments, and shares to gauge audience
interaction.
● Hashtag Usage and Reach:
● Track the campaign-specific hashtag to assess content reach.
● Content Quality and Alignment:
● Evaluate overall content quality and alignment with brand
messaging.

Conclusion:

In conclusion, the House of McDowell's influencer campaign is designed to

celebrate the authenticity of friendships through creative and engaging content.
By actively involving influencers in the ideation process and guiding them to
showcase genuine moments, we aim to create a memorable campaign that not
only resonates with our target audience but also strengthens the bond between
House of McDowell's and its consumers. Here's to celebrating the House of
McDowell's friendship sanctuary!
Impression and reach

Total Followers - 3.5M

Total reach - 12M
Total Impressions - 15M
Engagement - 300K

Followers -
100K + / 20 Creators
50K-100K / 20 Creators
50K-10K / 80 Creators