An editorial aimed at establishing brand ambassadors and gain positive exposure for Roots Canada in a particular target demographic and catalyze brand advocacy. Creating relationships with Instagram influencers, thought-leaders and early adopters to generate buzz and excitement for the brands collection. Used company-wide as on roots.com and Roots Canada's social channels as well as @visionelie's social channels. 

Selected Responsibilities

  • Research influencer with target brand voice and analyze their social media channels and reach. 
  • Develop mutually beneficial relationships that enrich public relations story and extend co-branded opportunities. 
  • Manage budget for Instagram outreach program and product seeding. 
  • Create content calendar and social media calendar for brand ambassadors and Roots Canada to capitalize and maximize exposure for branded content. 

Photographer: @VisionElie