ZAK is a Canadian communications agency with nearly two decades of experience specializing in modern lifestyle and luxury brand storytelling.
ZAK offers fully integrated communications services as a one-stop solution for brands looking to grow awareness and elevate their reputation both on and offline.
Revamp and Strengthen Influencer Campaigns for
Inclusivity and Expertise
The objective was to reorganize and establish influencer campaigns that prioritize diversity throughout influencer partnerships and higher quality content execution in order to enhance the impact and relevance of each brand's messaging. By engaging a diverse group of influencers with expertise in their respective fields, the aim was connect with a broader and more engaged audience while maintaining authenticity and credibility.The final product of my efforts, led to a higher reach, strong brand loyalty, and positive customer reactions. RISE Kombucha, FENTY Beauty, Laniege, Messika, and L’Occitane positively saw increases in social media interactions and lasting influencer partnerships as a result.
Conducted an in-depth analysis of our existing influencer campaigns, identifying areas where diversity and expertise can be improved.
Collaborated with influencers to co-create authentic and meaningful content through the content strategy I developed that highlights diversity and expertise while maintaining brand consistency.
Manage brand presence on major social media platforms, while nurturing online communities (e.g., Facebook, Instagram, Twitter, LinkedIn).
Continuously monitored the performance of influencer campaigns, tracking key performance indicators (KPIs).
Fostered long-term relationships with influencers who align with each brand's values.
Maintain thorough documentation of campaign details, performance data, and lessons learned.
Maintain a well-organized content calendar to ensure consistent posting for optimal reach and engagement.
Case Studies
Laneige – Thirst For Life with Brooke Lynn Hytes
Tasked with implementing a PR brand campaign called Thirst For Life, for the Canadian market as part of a global marketing and sales strategy for its hero moisturizer Water Bank Collection.The fully integrated strategy included unique brand influencer partnerships, sponsored content with The Kit and a virtual watercolour masterclass experience that resulted in exceptional quality coverage across print, digital and social.
Following the Thirst for Life campaign, Water Bank media mentions increased from 10% to 35% of all traditional PR coverage and 40% of all social media coverage, accomplishing an important brand goal.
Additionally, in partnering with Brooke Lynn Hytes to help tell the story, we achieved very strong attendance, securing a 38% higher # of unique viewers for a Sephora hosted virtual event and a 54% higher attendance rate.
RISE Kombucha
The job to be done was to garner national media attention and social buzz through an education focused strategy devised to help shift perceptions of kombucha as a fringe beverage enjoyed mostly by ‘hippies’ to the beverage of choice for modern health-conscious consumers who love RISE for its fizz, flavor and functional health benefits.
Zak has been winning over hearts and minds through a series of earned media and influencer initiatives including an immersive plant tour experiences, a virtual RISE Happy Hour kombucha tasting event and on-going brand storytelling. We additionally developed experiential brand partnerships with notable wellness and nutrition expert Abbey Sharp and most recently with Master Chef Canada contestant Marissa Leon-John to bring to life the unique RISE brand story in a compelling and original way.
2020 PR Results highlights: 544 social media mentions, 136 traditional media mentions for a total of 120 mm impressions. The brand exceeded its 2020 sales goal.