Social and Influencer Marketing

Why social sits next to PR, not apart from it

Coverage in a national title builds authority. What happens after that piece goes live is where a lot of agencies stop paying attention, and where we do not. We plan social content and influencer activity around the same campaign moments as our press work, so a data story or a product launch gets amplified across owned channels rather than living and dying in one place.

That means channel strategy is built with your commercial goals in mind, not vanity follower counts. We look at where your buyers actually spend time, what tone works for your sector, and how social supports the wider funnel, whether that is driving traffic, building trust before a purchase, or supporting a retail listing.

Channel strategy and content production

We start with a clear view of which platforms earn their place, based on your audience and category rather than what is fashionable. From there we build a content plan and produce the material, from short-form video to stills and copy, keeping the tone consistent with your wider brand voice and reputation work.

Ongoing management means channels stay active and responsive rather than posting on autopilot. We monitor comments and mentions, react to relevant conversations, and keep content aligned with what is happening in your sector and in the news, in the same way we would pitch a reactive story to a journalist.

Influencer and creator partnerships

Influencer work only earns its budget when the partnership fits the brand and the audience genuinely trusts the creator. We identify and brief creators whose following matches your customer base, negotiate the partnership, and manage delivery so the content meets both platform rules and your brand standards.

Because our team has spent careers judging what an audience will actually engage with, we brief creators the way we would brief a journalist, with a clear angle and a reason to care, rather than a generic product mention.

Paid amplification

Strong organic content and creator partnerships go further with a paid budget behind them. We use paid amplification to extend the reach of the best-performing posts and influencer content to a wider, targeted audience, so the campaigns that are working get more weight rather than fading after the first few days.

Who it is for

This service suits consumer brands that already have earned media momentum and want to build a channel and audience of their own around it, as well as businesses launching into a new market who need social presence and creator credibility from day one.

• Consumer brands wanting to turn press coverage into an owned audience
• Ecommerce and retail brands needing content that supports sales moments
• Health, beauty and lifestyle brands where creator trust drives purchase decisions
• Businesses launching a new product or entering a new market
• Brands whose social channels have gone quiet or lost direction

How the work runs

1. 01Audit and strategyWe review your current channels, audience and competitors, then set a channel strategy built around your commercial goals.
2. 02Content and creator planningWe build a content calendar tied to your wider PR activity and identify the creators whose audience genuinely matches yours.
3. 03Production and outreachContent is produced and creator partnerships are briefed and negotiated, with everything checked against your brand standards.
4. 04Publishing and managementChannels are managed day to day, with content published to plan and conversations monitored and responded to.
5. 05Amplify and reportWe put paid budget behind what is working and report back against the goals agreed at the outset.