A smarter approach to influencer marketing
Love them or loathe them, social media influencers aren’t going anywhere. They’re now a permanent fixture in how brands capture attention, build trust and earn customer loyalty, both online and beyond.
For many organizations, that reality creates tension: influencer marketing can create reach and relevance, but it also introduces risk by shifting control of brand voice to external creators.
At the same time, algorithms shift, audience expectations evolve and who’s hot and who’s not changes rapidly, even daily. As a result, successful influencer marketing requires far more than partnering with someone who has a large following. It demands a strategic approach that aligns the right voice with the right message, platform and audience.
Without a clear strategy and active program management, brands risk:
- Wasted budget and minimal ROI
- Reputational damage
- Diluted messaging or brand identity
When done well, however, influencer marketing can become one of the most powerful tools in a brand’s toolkit—driving awareness, credibility and long-term engagement.
When influencer marketing goes wrong
Remember when Pepsi and Kendall Jenner attempted to tap into social justice imagery, only to spark widespread backlash instead? Pepsi sure hopes you don’t.
Or when American Eagle and Sydney Sweeney led the nation in a collective cringe with their misguided “good jeans/genes” messaging? American Eagle would likely welcome a do-over on that one.
These moments aren’t just celebrity PR blunders; they’re case studies in what happens when marketers allow celebrity appeal to overshadow strategic planning. In both cases, the issue wasn’t who was chosen. It was how the creative, messaging and cultural context were handled.
Even the most beloved spokesperson can become a liability if the message is tone deaf or disconnected from brand strategy. Thoughtful planning and testing can be the difference between a campaign that resonates and one that earns the wrong kind of headlines.
How we build smart influencer partnerships
Vendi’s influencer strategies start with the why. We work with clients and sponsorship partners to define the influencer’s role, target audience, risk considerations, creative direction and desired action.
From there, we identify the right creators through social and cultural research. We look beyond follower count to prioritize engagement, brand fit and safety while ensuring alignment with broader marketing goals.
Our approach includes:
- Strategy-first integration into larger media plans
- A focus on long-term partnerships
- Rigorous vetting and brand safety processes
- Transparent reporting and measurement
- Creative collaboration with creators
How Vendi leveraged student athletes for a UW campaign
Vendi partnered with UW–Madison’s Summer Term program to identify and vet student-athlete influencers whose values and audiences aligned with program goals. We then collaborated with the athletes on creative direction, messaging and quality assurance and implemented custom performance tracking for awareness, traffic and conversions.
The result: more than 126,000 targeted social views from a single campaign in one fiscal year—proof of the impact of a well-executed influencer strategy.
Is influencer marketing right for your brand?
It can be—when approached with intention.
With a thoughtful strategy, active oversight and creator partnerships tied to broader marketing goals, influencer marketing can be a powerful growth tool.
Get in touch to learn how a well-aligned creator partnership can expand reach, strengthen credibility and drive real results for your brand.
