Influencer Management

The O Mag Insiders are O's 65 brand ambassadors, or as we like to call them, influentials, with an average social media following of 96,000. Launched in 2017, these ambassadors are hand-selected from thousands of applications and representing the unmatched diversity of O’s readers across all ages, ethnicities, and the country. From an Academy Award-nominated songwriter to a professional model, a chef to an Emmy-nominated National Geographic field correspondent, they embody the magazine’s mission: “Live Your Best Life.”

My role with the Insiders was all-encompassing. I paired these ambassadors with at least two brand partnerships per week based on all sorts of factors, including brand criteria, engagement, and product focus.

I monitored and engaged with their social media accounts to confirm it continued to align with the O brand. These partnerships included brands such as Estée Lauder, JCPenney, L'Oréal, Versace, Dove, CoverGirl, and Hallmark.

I ran the private O Mag Insiders Facebook group, ordered special gifts for birthdays and partnerships, and gifted each Insider a magazine subscription for continuous group engagement with the brand by proving a community experience. 

Internally, I continuously updated the O Mag Insider internal materials and client-facing documents, all of which were designed to pair these influencers to partnerships. 

In short, all of them! A few memorable highlights:

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• Oprah's Favorite Things: During the Oprah's Favorite Things Event 2019, I would choose 20 Insiders to attend the event. It was my job to pair these influentials with our six OFT sponsors, ensuring they're posting at least two Instagram Stories and one in-feed post. We created eye-catching information cards given out to each Insider, complete with brand language and social handles to use for promotion. 

• The Insider Access Box: In 2019, O launched the “Inside(r) Access,” a beautiful, curated box full of the latest products and sent to the O Mag Insiders. The six partners included in the box received exposure to this influential audience, inclusion in Insiders’ social media posts, as well as integration in O’s e-newsletter and promotional site. Twenty-five O Mag Insiders posted about the Inside(r) Access box on their social media accounts (some had up to 120k+ followers). These posts generated 85 Instagram Story frames, 3 posts in-feed on Instagram, and 1 Facebook post with a total of 2M+ impressions.

• Beauty O-Wards: We partnered with O's Beauty Editor Brian Underwood to select certain O Mag Insiders to try and review dozens of beauty products to be showcased in O's Beauty O-Wards. Brian and his team would pair certain Insiders to specific products, I would send them out with descriptions of each product, and take the best reviews to highlight within the magazine. 

• Danskin Summit: In November 2019, Hearst and O partnered with Danskin to showcase Danskin's new line of activewear and bring awareness to the wellness space. Hosted at Hearst Tower with speakers such as Arianna Davis, author and former OprahMag.com Editorial Director, and wellness goodie bags, the event was a hit. I invited six Insiders in the Northeastern area to attend, post, and enjoy the powerful event.