Brand & Campaigns

Some of the work I’m most proud of sits beyond individual posts or blogs – it’s in the bigger picture. Brand partnerships that take months to build. Product launches that require coordination and care. Live events where everything has to come together in real time. This is that work.

Paid Influencer Programme

I built a paid influencer programme entirely from scratch – creating the full system independently, from the initial outreach hierarchy and vetting process through to contracts, creative briefs, photography guidelines and ROI tracking via unique discount codes. At its peak I was managing up to four active paid partnerships per month, working with garden designers, landscapers and lifestyle influencers whose audiences aligned with the brand.

The programme included:

• Prospecting and vetting – identifying suitable partners based on audience quality, engagement and brand fit
• Commercial negotiation – agreeing paid partnership fees across different product lines with management
• Full contract drafting, sending and management
• Creative briefing – outreach templates, content briefs and photography guidelines created from scratch
• Content approval process – reviewing and signing off all influencer content before publishing
• ROI tracking – unique discount code used to attribute website sales directly to partnership,
• Case study creation and image management following each collaboration

From One Relationship – Five Pieces of Content

Not every partnership starts with a pitch deck and a negotiation.

This one started with a DM. A garden lifestyle creator with over 370,000 followers got in touch – she’d been using our paving at her period property and wanted to share it with her audience. We agreed a discount in exchange for content. She’d post honestly about her experience. I’d take what she created and make it work as hard as possible across every channel we had.

Here’s what that looked like in practice.

The Brief

Before she started shooting I put together a creative brief – the visual style that would sit well alongside our existing content, the kinds of shots that would give me the most to work with later.

The Blog Case Study

She sent over her videos, images and some notes about the project. I took those and turned them into a long form case study published on the website – her pool paving project, her period property, her words shaped into something that would also rank in search. The piece targeted people searching for natural stone paving solutions for older homes. Real project, real result, real SEO value.

The Reel and Social Post

From her raw footage I edited an Instagram reel – cutting her clips into something that felt native to the brand without losing what made her content hers. It went out across Instagram and Facebook alongside a post that told the story without over-explaining it.

The Pinterest Pin

The blog and the best images went into a keyword-optimised Pinterest pin – built around the search terms people actually use when they’re planning a project like this. So they could find this pin, click through to the blog and land on the exact products used in the project.

The Stories

The strongest images became a series of Instagram stories – quick, visual, with a swipe-up to the blog and the product pages. A different format, a different audience behaviour, same content doing different work.

What this actually is

One DM. One discount. Five pieces of content across four channels – each one serving a different purpose, reaching people at a different point in their decision.

That’s the bit I find most satisfying. Not any single piece of content on its own – but the way they connect. Blog for search. Reel for reach. Pinterest for intent. Stories for action. One project, one creator, one story told five different ways.

B2B Brand Collaborations

I proactively developed and maintained B2B relationships with complementary brands, leading garden centres and industry contacts – identifying opportunities for product placement, brand association and collaborative content that extended reach into new and relevant audiences.

Events & Trade Shows

Some of the best brand moments happen in person. I’ve represented premium home and garden brands at some of the most prestigious events in the UK calendar – creating live content, networking with industry contacts and building relationships that extended well beyond the event itself.

Chelsea Flower Show

The world’s most famous flower show – and one of the most memorable content campaigns of my career. Live content created at Chelsea along with collaborated content generated 138,000 views, 3,300+ interactions, 850 profile visits and 440 link clicks – all organic, all from a single event.

Gardeners World Live

Attended as brand representative – creating content, networking with industry contacts and building brand presence at one of the UK’s most loved gardening events.

Glee 2022 – Birmingham NEC

Worked the trade stand at Glee – one of the UK’s leading garden and outdoor living trade shows – engaging directly with buyers, garden centres and retail buyers.