CHARLES SCHWAB
THE NEXT CHAPTER 2020
MULTI-INFLUENCER PARTNERSHIP: CARLA HALL, JOY BAUER, NATE BERKUS, BOB HARPER
CAMPAIGN DETAILS
To help promote a fun way to begin planning for retirement, Charles Schwab created a free downloadable game that allows audiences to ask themselves questions that can help them plan for their next chapter. To help promote the partnership, Charles Schwab partnered with influencers who reached out target audience demographic, aligned with interests like food / wine / health & wellness / home decor, and who themselves had experienced new chapters in their lives to connect with audiences on.
MY RESPONSIBILITIES:
RFP:
Manage RFP Process and selection vetting with influencer networks: Captiv8, Influential, Whosay, etc. to provide client with final partner recommendation
Scope Document:
Scope document drafting and review with IPG Legal
Influencer selection and creative brief:
Influencer selection vetting and review. Strategizing with Charles Schwab on possible creative story and approach for each influencer selection
Put together brief for campaign including creative concepts, social copy and hashtag recommendations, platform recommendations, and post schedule
Client Management and Partner Management:
Lead communications with Captiv8 on behalf of Charles Schwab brand. Track and share client approvals and feedback, manage posting schedule and applicable SAG fee payments
Track posting schedule and track video content usage dates
Track engagement to ensure protocol for any negative comments are community managed
Gather tags from client business teams and ensure links are properly implemented by influencers. Track weekly paid and organic impressions to ensure Captiv8 is delivering on contractual obligations
Record keep all assets and posts
TALENT:
Carla Hall
Joy Bauer
Nate Berkus
Bob Harper
MEDIA PARTNER / INFLUENCER NETWORK:
Captiv8
WORK:
4x social media posts per influencer (including mix of photo and video assets)
Paid promotion
LAUNCH:
March 2020