Island Spa & Sauna Influencer Marketing
Michelle Choi (@michellechoii) visiting Island Spa & Sauna
My Role
Timeline: October 2019 - November 2020
In my role as marketing coordinator at Island Spa & Sauna, I worked to revamp the way they had previously been working with influencers by giving it a seasonal structure based on the yearly promotional schedule created by the sales team.
Using the customer data that we had, I was able to formulate our influencer persona and conduct research to find influencers across different platforms that made sense for our brand. Instead of viewing influencers solely as opportunities for exposure, my strategy for influencer marketing became focused on genuine storytelling and the importance of building lasting relationships between the Island Spa brand, the people we work with, and our customers. Additionally, instead of seeing our location in Central New Jersey as a hindrance to getting the best possible coverage, I played on the spa’s selling point of being a “home away from home” to go beyond the New Jersey circle draw influencers within the geofence from New York, Connecticut and Pennsylvania as well.
In my day to day with influencer marketing, I oversee the maximization of our allotted budget with paid and earned influencers. I also oversee the Brand Ambassador program, a seasonal group of real guests of Island Spa with sizable followings that work together to create organic social content and sell exclusive discounted admission tickets to drive foot traffic to the spa.
YouTube Coverage
INSTAGRAM COVERAGE
THE RESULTS
27K+ Likes
142.7K+ Reach
205.8K+ Impressions
INFLUENCER CREDITS
Michelle Choi, @michellechoii
Bianka Garcia, @bianka_g
Ayzia James, @ayzia_
Megha Patel, @chocolateandcheeseplease
Rachel Creedon, @realeatswithrach
Cassandra Lam, @cassandthecity
Eileen Young, @eileencuisines
Jenna Ricciardi, @glitzglamom
Leah McNally, @life.as.leah_
Rosa Castillo, @rosaalexc
Nicole Vila, @nicoleangela14
Giselle Cornwell, @weekendfamgoals
Karli Damiano, @thefoodcouplenj
Evie Burt, @adventuresofevabelle
Eugina Noh, @euginoms
Brand Ambassador Program
Island Spa & Sauna’s Brand Ambassador Program is a seasonal program that utilizes real guests and employees of Island Spa & Sauna with significant social media presence and high engagement rates to generate organic word-of-mouth, social engagement, and assist in content creation - essentially become the face of the business. Brand Ambassadors are provided with discounted admission for themselves, and special codes to sell admission tickets directly. During their contracts, Brand Ambassadors are required to post a certain monthly minimum creatively promoting Island Spa & Sauna and model for campaign shoots. With my creative direction on set, each campaign was tailored to be on par with our brand and have the right vibe for our audience.
The Brand Ambassadors for the 2019-2020 season are Kimberly Semana @kmbrly222, Polina Grodskaya @polinagrodskaya, Christine Aliani @christinealiani, Allyza Quarless @uh.lie.zah, Evelyn Park @evelynpark_, and Brooke Michelle @bodyxbrooke.
Fall 2019
Shot by Jeff Ocampo (@jeprocks)
VALENTINE’S DAY 2020
Shot by Alec Aquino
