A Playful, Multidisciplinary Creative
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Industry:
Location:
Virtual
Consumer Goods
Two weeks to manage an influencer marketing campaign—resulting in 2.5+ million impressions.
Skills Used:
Influencer Marketing • Client-Facing • Content Marketing • Project Management • Social Media Outreach • Talent Management • Influencer Outreach
Attracting Gen Z to P&G's
Hispanic Heritage Month Event
The challenge
Fourteen influencers to recruit, interview, onboard, coach, and manage — in how long?!
To celebrate Hispanic Heritage Month, Procter & Gamble hosted Juntos! — a virtual, recruitment-focused event, targeted toward upperclassmen college students and turn them into young job applicants.
To promote the event, P&G hired agency, Intern Queen to manage an influencer campaign! The only problem?
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The event was two weeks away, and the necessary talent was niche.
Influencer Checklist:
Must:
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Be in college or recent grad
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Have 10K+ followers
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Post relevant content
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Be appropriate
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Be available to attend the evening event
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Accept a $300 payout
Bonus Points if:
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Attends one of P&G’s 22 priority universities
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Latino ethnicity
Once Hired:
Must:
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Create 3 Instagram story frames promoting the event with required tags and hashtags
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Post an in-feed Instagram reel with closed captions and a CTA linking to their bio
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Attend the full virtual event
Moving Up
I started as a three-month contract Event Assistant at Intern Queen, but when my events delivered some of the agency’s best results, I was promoted to client-facing Marketing Coordinator to lead this project!
Quick Thinking
It's all about that strategic copywriting
(and a whole lotta creative creepin').
As a first step, I used my research skills to find great applicants! I dove deep—scouring schools’ tagged photos, identifying top voices on campus, analyzing who they followed, and searching TikTok for popular creators (and their networks).
But the real reason I had success with this campaign?
How I secured creators with a total following of 689,000, when the minimum requirement was only 140,000?
Messaging. That's my specialty!
Skipping the skepticism
I was initially instructed to send short, vague Instagram messages, only revealing campaign details once the influencer replied.
I tried it.
It flopped.
Here’s the thing—Gen Z are skeptics. We don’t like chasing down information, and we really don’t like feeling advertised to.
I needed to pivot.
I tried something new and crafted a clear, compelling, and upfront message:
Transparency is key
Hi <First name>! We are launching an exciting campaign with Procter & Gamble to promote their October 10 “Juntos” Virtual Event in honor of Hispanic Heritage Month. 🫧🧼🧴
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P&G is home to brands like Downy, Tide, Gillette, Dawn, Febreze, and many more!
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During the virtual event, students will have the opportunity to learn more about job openings at P&G, receive advice from leaders, and even network with Hispanic executives from the company.
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We're looking for paid influencers to create 1 IG reel and 1 story arc (3 frames) discussing this virtual event and the incredible networking opportunity for students.
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Influencers will also attend the event on the evening of October 10, 7-9pm EST.
Including attending the event, this entire project is projected to take about 3-4 hours and pays $300.
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If interested, please fill out the application below.
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We'd love to pitch you to our client! 💜
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Personalization + “P&G” at the top sparked interest in the Instagram message preview.
Cute emojis + a few well-known brand names made the messaging feel easy and relatable
Clarity on exactly what the job entailed brought
transparency to skeptical Gen-Z students
While this payout was low for large influencers, breaking down the time made it clear that the pay could be $100/hr!
“Pitch you to our client” conveyed that this wasn't a guaranteed opportunity, and they could miss out creating FOMO. It also clarified that P&G was our client, building ethos.
What's in it for them?
To hit my talent quota, I needed as many influencers as possible to show up for virtual interviews.
But college students? They're busy.
To ensure high attendance, I kept my approach transparent and supportive.
Basically, once an influencer filled out the application, I followed up with a message explaining that the interview wasn’t a high-stakes interrogation — it was an opportunity for me to gather great quotes and make them look fantastic to our client.
By framing the interview as a collaborative, low-pressure step, influencers felt comfortable showing up.
The result?
My team was shocked at the high attendance rate. The strategy worked!
Annnd action!
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Creative Brief
While P&G decided on their picks, I designed a creative brief for the influencers. This included examples of past work with P&G.
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Training
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Revisions
Once the influencers were chosen, I scheduled an onboarding call where I talked through the brief with them and discussed creative ideas based on their unique niches.
Thankfully most of the influencers hit their deadlines for round 1 of edits (with a few stragglers) and I worked with them to get their content to a place that was adored by the P&G team. We got ready for the go-live date, excitedly.
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Results
When all the influencers posted, we were thrilled to see an enormous amount of impressions. Like I mentioned, the follower requirement was 10K, but I managed to hire talent with 100K ! Engagement with the posts was high with many students excitedly signing up. Overall, P&G was very happy with how the event went and are looking forward to next year’s Juntos.
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2.5 million impressions
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18% Engagement rate
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8.7K Likes
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225+ Comments
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