While working for Ness, an early-stage startup, I was tasked with bringing influencer marketing in-house. And that’s exactly what I did.

The Goal

Generate brand awareness and build credibility for the Ness brand and Ness Card while educating their communities on how the Ness Card works.

The Strategy

Marketing for a brand new credit card is a challenge, and the sales-y brand deals you constantly see pop up on your TikTok and Instagram feeds don’t often generate hype. This is why we decided to take an organic and thoughtful approach to influencer marketing, and that’s where Ness Legends was born.

We recruited 10 content creators with influence, though they might not classify themselves as influencers. They have tens of thousands of followers who tune in to find out what they're loving right now. They are likely in their 20-30s and care a lot about their health and wellness, but not so much that they'll turn down a Friday night cocktail (or mocktail) with friends.  While these content creators have takes (they share their genuine thoughts and feelings about the products and services they try), they are inclusive and care about the wellbeing of their communities. Last but not least, they must want, apply, and qualify for the Ness Card! How can you authentically sell a product if you don’t care about it or even have it? You can’t. And that was the most critical part of this campaign. 

I know you’re curious, and yes, this campaign was a success. With 10 Legends, three months, and over 150 pieces of content live, we reached 2.5M accounts, surpassed 4M impressions, had 30,000+ clicks / traffic to the Ness website and increased our audience growth rate by 30% over the span of this 3-month campaign.

Ness Legends Linked Content Examples

Worked with Melanie Ehrenkranz