A partner presentation that I helped create for my Influencer Marketing class, where we conducted research and pitched an influencer campaign for the rising fashion brand.

1. PYER MOSS
Proposal by Mira McKee & Timothy Jolley
OCT 09, 2019
INFLUENCER CAMPAIGN PITCH

2. ABOUT
FASHION LINE. ART PROJECT.
SOCIAL EXPERIMENT.
We were founded in 2013 by American
fashion designer Kerby Jean-Raymond and
won the FGI Rising Star Award in for men’s
fashion in 2014.
We redefine ourselves every season with
collections that combine black storytelling,
activism, debate, theatre, and social
commentary.

3. CAMPAIGN OBJECTIVES
AMPLIFY
Besides always trying to
grow brand awareness and
affinity as a fairly new
fashion brand, we aim to
use our voice and
platform to challenge social
narratives and evoke
dialogue.
ACCOMODATE
In an attempt to cast a wider
net and capture a bigger
target audience, Pyer Moss
has made the strategic
decision to design and
release a less expensive and
less formal streetwear line.
AFFINITY
Through this IM campaign
that utilizes 3 influencers who
are more relatable to our new
younger target audience, we
hope to increase brand
affinity and ultimately drive
sales.

4. In an attempt to cast a wider net and capture a bigger target audience, Pyer Moss has made the strategic
decision to design and release a less expensive, less formal streetwear line.
The line, scheduled to be released for the spring and summer of 2020, will utilize influencers in a
campaign united under the hashtag #mossmoves – representing this new movable and breathable
clothing line.
The goal of this campaign is to increase awareness and grow following by expanding into a new, younger,
slightly less affluent target market.
CAMPAIGN THEME - #MOSSMOVES

5. MEET NIA JONES
AGE: 27
OCCUPATION: Music Editor at Complex Mag
LOCATION: New York
ABOUT
Nia is crazy about the music industry, especially R&B and hip
hop. She’s a #BossBabe and is making money moves as a
Music Editor at Complex Magazine where everyone knows
her as the girl with the best style. In her free time, she loves
making her own beats, grabbing drinks in the East Village,
and of course checking out the hottest concerts.

6. SEARCH
We did simple search queries centering
around the words “black,” “fashion," and
“influencer.” We compiled a large list of
influencers that could possibly
align with our brand values.
EXPAND
Then we looked into people that were in the
networks of the original list of influencers
(following them, run in their circles, etc.) to
get an even bigger and better list.
FINALIZE
Finally, we used NeoReach to refine our
search and see if the influencers we had
selected had the amount of following and
engagement we wanted, and did additional
research to see if they fit the brand.
IDENTIFYING
INFLUENCERS

7. INFLUENCER EVALUATION

8. INFLUENCERS
EBONEE
DAVIS
STEVEN
ONOJA
HANNAH
BRONFMAN
ENTREPRENEUR
@eboneedavis @stevenonoja @hannahbronfman

9. OUTREACH
COMMUNICATION

10. INFLUENCER REQUIREMENTS
In this campaign, we will be partnering with a total of 3 influencers for the duration of 6 months.
Through an in-house Pyer Moss photoshoot, we will be creating the content for them to later share.
During their 6-month contract period, the influencers will each be responsible for publishing our
content on a mix of their platforms (outlined and agreed upon by both parties) a total of 5 times
(approximately once a month), live for 1 year post-agreement.
Other than the previously designated criteria, the influencers must speak highly of the brand and
must not be involved with any organizations opposite our brand values.

11. INTEGRATED MARKETING PLAN
SPOTIFY: We will use our influencers on
Spotify to make fun playlists to boost brand
affinity and help further our repositioning as
a young, hip brand.
YOUTUBE: We will utilize Youtube for
behind-the-scenes style videos with our
influencers, ranging from "Get Ready With
Me" and "A Day in the Life" videos to more
interivew-style videos.
INSTAGRAM: Instagram will be our
primary platform for this campaign.
Since we are an aesthetically
pleasing brand and our target
audience loves Instagram, 90% of
influencer content will be on IG. We
will focus on editorial posts and
some swipe-up stories and promote
our other platforms as well.

12. MEASUREMENT
Increase brand awareness (shown by growing
following by 20% - from 168k to 200k)
Grow engagement on all platforms (from 62k
average number of views and 4.5%
engagement/follower rate to 90k and 7%)
Increase click-through rates to our main
website by 15%.

13. Conduct
influencer
research
Outreach and
acquisition
SEPT -
OCT
Sign contracts
and plan
photoshoots
Content
creation
NOV -
DEC
Announce
campaign
First
influencer
posts
JAN
Influencers
actively
posting
FEB -
MAY
Campaign
concludes
JUNE
CAMPAIGN TIMELINE

14. This will be a six-month campaign spent working with our 3 selected influencers. The budget necessary for
our campaign is $30,000. Below is a breakdown of the costs:
Initial Photoshoot:
Photographer ($750/hr x 5hrs): $3,750
Influencer Acquisition & Content Costs:
Influencer Transportation (all local): $150
Influencer 1 (Ebonee Davis) total cost ($1k/post x 5): $5,000
Influencer 2 (Steven Onoja) total cost ($500/post x 5): $2,500
Influencer 3 (Hannah Bronfman) total cost: ($2.5k/post x 5): $12,500
Miscellaneous Anticipated Costs (influencer gifts, etc.): $5,000
TOTAL COST: $30,000
ESTIMATED BUDGET

15. EXAMPLE CONTENT
Love making #mossmoves with
Pyer Moss' new streetwear line!!
Collection coming spring 2020.
#ad
Join the movement.
#mossmoves #ad
Do you live a life full of
#mossmoves? Check out the
newest streetwear from Pyer Moss.
Line available spring 2020. #ad