Inside the Campaign.
A week-by-week walk-through of how we plan, staff, run and report on a micro-influencer campaign — using a multi-site restaurant group as the worked example.
Three locations.
Zero influencer
presence.
Take a multi-site restaurant group with a loyal local following that struggles to reach anyone new. The social media is brand-managed, polished and quietly underperforming — a common starting point.
They have never run an influencer campaign, while competitors are using creator content to drive footfall. Cost per acquisition climbs, engagement stays flat, and paid social has to work harder every month.
Hyper-local creators.
Dual-platform rollout.
Hyper-Local Targeting
We sourced creators within a 10-mile radius of each restaurant. Their followers were the exact audience who could actually visit.
Content-First Briefs
Creative freedom with guardrails. Creators received a mood board and key messages, but the format and tone was theirs. Authenticity was non-negotiable.
Dual-Platform Launch
Instagram for brand building and purchase intent. TikTok for reach and virality. Each platform received platform-native content, not reposts.
10 weeks from
brief to results.
Discovery & Strategy
Deep-dive into the brand, audience profiling, competitor audit, platform selection and campaign architecture. Defined KPIs and creator criteria.
Creator Sourcing
Build a longlist of local food creators, vet each for audience authenticity, engagement quality and brand fit, then confirm a roster across nano and micro tiers.
Content Production
Distribute briefs with creative-freedom guidelines. Creators visit in person and produce Reels, Stories and TikToks in their own voice rather than to a script.
Launch & Amplification
Staggered content rollout across Instagram and TikTok. Whitelisted top-performing content for paid amplification. Real-time optimisation based on live dashboard data.
Reporting & Renewal
Deliver the performance report against the outcomes agreed at the start, including what underperformed, then decide which creators move into an always-on roster.
The numbers that
sealed the renewal.
Reporting is agreed before anything is booked. For a campaign like this we would report on reach and engagement per creator, on footfall or covers over the campaign window against the weeks before it, and on reservations through tagged links.
We report what happened, including the posts that did not work. A report where every creator performed well is a report that has been curated, and it teaches you nothing about who to book again.
We do not publish other clients’ numbers without their written permission, which is why there are none on this page. If you want to speak to a client we have worked with before you commit, ask and we will arrange it.
A snapshot of
the content produced.
Ready to get
similar results?
Every campaign starts with a conversation. Tell us your goals and we will show you what Fluencer can deliver for your brand.