HollisMercer helps Chinese consumer brands plan and manage influencer campaigns for U.S. audiences. Our work covers YouTube, TikTok and Instagram, from creator research and commercial discussions to briefs, product sampling, content delivery and reporting.
Influencer marketing, also called KOL marketing, works best when the creator, audience and product story fit together. We start with your market priorities, budget and product readiness, then define a campaign that creators can deliver and your brand can evaluate.
Plan around the audience and the product
A large following does not explain whether a partnership suits your brand. We look at the creator’s subject, audience, content quality and engagement signals alongside the product’s use cases. For a consumer brand, that might mean a demonstration, a home setting, an unboxing or an explanation of a feature that needs context.
We agree on the intended platforms, content formats and evaluation criteria before outreach. The plan should reflect what the product can demonstrate, what the audience needs to understand and what your budget can support.
What we manage
- Creator research and selection: identify relevant creators, review audience fit and engagement quality, and build a shortlist around the campaign brief.
- Outreach and negotiation: discuss availability, fees, proposed deliverables and schedules, then document the commercial terms for agreement.
- Rights and permissions: clarify the intended use of content, including agreed channels, duration, editing permissions and any proposed paid amplification.
- Creator briefs: turn approved product facts into a clear brief with the message, demonstration requirements, creative direction and review process.
- Sampling and scheduling: coordinate product availability, shipping information and content dates so creators have the materials needed for the agreed work.
- Content delivery: track drafts, factual review, agreed revisions and publication. Confirm how the partnership and any commercial links will be identified.
- Reporting: collect available publication data, document delivered assets and review content performance, collaboration costs and execution issues.
Set the scope before production
The agreement should identify who supplies the product, who approves factual claims, what the creator will publish and which revisions are included. Reposting, editing, exclusivity and advertising use should be discussed explicitly; commissioning a post does not automatically include every use of that content.
Your brand provides accurate product information and supporting materials. We coordinate the agreed workflow while leaving room for the creator’s style. Creator availability, production time and product delivery all affect the schedule, so final commitments follow confirmed terms.
Connect creator content with PR
A launch can benefit from creator demonstrations alongside media relations, but the two activities have different arrangements and reporting. A creator brief specifies agreed content; an independent editor decides whether and how to cover a story.
We can align the product facts and timing with a launch or trade show PR plan and prepare consistent English PR materials.
Read our guide to using influencer marketing and PR for product launches to compare their roles.
Influencer marketing in a real home setting
Our HERNEST Media Console project shows how home and interior creators connected room styling with product design, storage and practical demonstrations. Explore the project approach and content formats.
Frequently asked questions
Can we begin with one platform?
Yes. A focused campaign can begin with one platform or content format. We assess the audience, product and available budget before recommending whether YouTube, TikTok, Instagram or a combination fits the brief.
Can we reuse creator content in advertising?
Only within the rights agreed for that partnership. Tell us the intended channels and uses before negotiation so the scope, permissions and associated costs can be addressed.
Can you guarantee views or sales?
No. We can define deliverables and review available performance data, but audience response and sales are not guaranteed. Sales assessment requires appropriate tracking and access to the relevant data.
Discuss your influencer campaign
Share your product, U.S. audience, preferred timing and budget. Include any content rights or platform requirements so we can discuss an appropriate scope.