Upwork

Agency

Rosewood Creative

Role

Strategist

Community Manager

The Task

Develop an influencer strategy to support Upwork's "This is How We Work Now" brand campaign that represents an expansive range of voices to tell their stories of “how they work now” and breaking down the old work norms.

objectives

Awareness

Key Contributions

Established criteria for choosing creators for the campaign and determined two perspectives for the influencers to share.

Identified 50+ creators across TikTok, Instagram, and Linkedin to recommend to the client.

Developed 10 creator briefs. Collaborated with production and creative teams to kick off and brief creators. Reviewed submissions to ensure creative is on-brief and tying back to campaign strategy and objectives.

Source: Upwork
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