Curology

Company Overview

Curology is the leading brand revolutionizing dermatology by making personalized and effective skincare accessible to everyone. They match each patient with an online dermatology provider, create a formula tailored to their skin’s unique needs, and ship it directly to their door.

My role: Influencer Marketing Intern
Key Responsibilities: Partnership Management, Contract Negotiation, CRM Management, A/B Testing, Content Strategy

The Problem

Nowadays the online audience easily identifies sponsored content on social media and skips it. Curology needed help in developing partnerships with a high brand value that break through the oversaturated social media space and achieve high organic reach.

The Solution

Identifyied highly differentiated influencers of all account sizes that can create unique content that looks authentic and native to their platform. Once high-quality content was produced, the respective posts were flagged for whitelisting. Whitelisting boosted the content reach through creators’ platforms rather than being directly boosted from Curology’s channels. 

Partnership Management

Oversaw $80,000 in asset production by conducting influencer outreach, negotiated, and closed 40+ brand partnerships across Instagram, TikTok, and YouTube.

Coordinated creators in producing content that generated over 22,000,000 views,
1,300,000 likes and 6,000 organic shares across social media platforms in 5 months.

Negotiated budgets and deliverables for partnerships with over 25 creators and agents weekly to ensure a low customer acquisition cost and a high return on investment.

Process Optimization

Automated email outreach, follow-ups, and A/B testing by integrating CRM with Gmail API to improve influencer response rate and streamline the outreach process.

Utilized a CRM to manage contracts, campaign details, talent and agency contacts, and deliverables.

Designed A/B testing initiatives leveraging psychological theories to increase email open rates and response rates for the outreach process.

Provided guidance on content strategy, budget, and contract negotiation ensuring content is delivered timely and compliant with brand and FTC guidelines.

Utilized data science tools and skillset to identify fast-growing creators and commonalities between partnerships with high conversion rates. 

Revamped the email talk flow based on A/B testing results and persuasion principles to increase the email response rate.

Updated the Partner Kit and Example Content shared with creators to increase the engagement of content and reflect the strategic priorities of the company.