EITHER / OR
July 2024 —- Present
Currently working as Influencer & Community Coordinator
Either / Or is a women-owned footwear brand that prioritizes fair trade practices and sustainability. Independently operated, the brand focuses on ethically sourced materials and quality craftsmanship. It offers timeless, versatile shoe designs that blend style with everyday wearability. Committed to thoughtful design, Either / Or creates pieces that empower consumers to make conscious fashion choices while supporting ethical production.
Strategic Partnerships & Community Building
Affiliate Marketing & Product Seeding
I manage Either / OR’s affiliate program to ensure influencers are set up for success. This involves guiding them through creating personalized affiliate links, sharing creative content strategies to boost visibility, and closely tracking performance metrics like conversions and engagement.
Influencer Sourcing & Relationship Management
My approach to influencer sourcing is relationship-driven, prioritizing authentic connections over reach alone. I maintain a detailed outreach system to track every stage of collaboration, ensuring clear communication while selecting creators whose audiences and values align with Either / OR’s brand identity.
Community-Driven Marketing Philosophy
I believe that community is key. I help Either / OR foster deeper brand loyalty beyond transactional collaborations by focusing on genuine influencer relationships. I emphasize storytelling-first content, encouraging influencers to share personal narratives that spark authentic audience engagement.
Rethinking Black Friday
The “Thankful Campaign”
Shifting from sales-driven content to genuine storytelling during the year's busiest shopping season.
Objectives
Highlight Either / OR’s identity as a sustainable, women-owned brand committed to fair trade and intentional living.
Redefine Black Friday marketing with storytelling and connections, moving beyond traditional sales tactics.
Boost community engagement by collaborating with influencers aligning with the brand’s mission and values.
@sophielynn
@fannykahlo
Connecting with
New Influencers
I developed a targeted influencer list focusing on creators who value intentional fashion, sustainability, and slow fashion. To reach this audience, I prioritized influencers already engaging with brands that shared similar values, focusing on authentic engagement rather than follower count alone.
Outreach Process:
Sent personalized outreach messages introducing the Thankful Campaign, highlighting its focus on gratitude and storytelling rather than sales-driven promotion.
Offered a generic affiliate code, THOUGHTFUL20, for influencers to share with their audiences while participating in the campaign.
Encouraged influencers to share personal reflections through gratitude prompts designed to inspire meaningful conversations.
Engaging the
Existing Community
To foster deeper connections with Either / OR's current community, I developed a personalized outreach strategy to make them feel appreciated while encouraging their involvement in the Thankful Campaign.
Outreach Process:
Sent a thank-you anklet as a meaningful gift to reinforce the campaign’s gratitude theme.
Included a personalized note explaining the upcoming Thankful Campaign and inviting them to participate by sharing their unique affiliate codes during the sale.
Emphasized the importance of storytelling by encouraging them to share personal reflections using the gratitude prompts, fostering genuine audience engagement while promoting the campaign authentically.
A personal touch
The Thoughtful Prompt Card
The thoughtful prompt card was designed to inspire personal storytelling and create a deeper emotional connection between influencers and their audiences. Each prompt encouraged meaningful reflections, aligning with Either / OR's focus on intentional living. By providing influencers with this resource, the campaign shifted away from sales-driven content, empowering creators to share authentic narratives that felt personal while still tying back to the brand’s values. This approach fostered genuine engagement and helped influencers create content aligned with their voice, resulting in stronger audience interaction and community trust.
Campaign Impact
The Thankful Campaign marked a transformative shift for Either / OR, moving from a discount-driven sales approach to a storytelling-centered strategy rooted in the brand’s sustainable, fair trade values. As the brand's first-ever influencer campaign, it aimed to create a deeper emotional connection by encouraging influencers to share personal reflections on gratitude, allowing for a more meaningful dialogue with their audiences. By prioritizing authentic storytelling over direct promotion, the campaign elevated brand perception while staying true to Either / OR’s core mission of intentional living and thoughtful consumption.
The results reflected the strength of this community-driven approach, with a 20% boost in audience interaction, a higher-than-average order value (AOV), and a 90% first-time visitor rate, showcasing the campaign’s ability to attract new audiences while maintaining quality engagement. This campaign increased brand visibility and reinforced Either / OR’s identity as a sustainable, women-owned brand, proving that purpose-driven marketing can deliver emotional connection and measurable results.
@fannykahlo
What I Would Do Differently
While the Thankful Campaign successfully shifted Either / OR’s focus toward storytelling-driven marketing, there are key opportunities to refine future campaigns for even greater impact. These adjustments would help maximize both brand visibility and measurable results while staying true to the brand's core values.
Extend the Campaign Timeline
Launching the campaign earlier and extending visibility beyond the core sales period would create multiple audience touchpoints, better aligning with the long-tail nature of influencer marketing. A longer timeline would allow for early buzz, encourage continued engagement, and give the audience time to connect with the brand's values. Adopting a more evergreen approach would keep the campaign relevant for longer, sustaining momentum even after closing the promotional window.
Clarify Posting Timelines & Strengthen Storytelling Consistency
Implementing a structured posting schedule with clear guidelines would help ensure influencers stay aligned with the campaign’s messaging while maintaining creative freedom. Encouraging a staggered content rollout and reinforcing the importance of consistent messaging across posts would help deepen audience connection.
