I’d start with a high-energy, engaging first outreach message to establish a good relationship with the creator. I’d then soft pitch the collaboration and see if they’d like to participate. Then, I’d follow up with more information and ideally confirm the partnership with a written agreement, outlining the creator’s deliverables and responsibilities, as well as give them some creative direction. I’d organize all of these partnerships into a database to track the status, deliverables, content timeline, etc.

I would take a close look at their content style, which niche they fit into, and their audience. I’d first start by search in for influencers in the brand’s niche, then narrow down based on the creator’s tone, content vibe, engagement rate, and audience, making sure that their audience resonates with the brand’s products.

I’d use a video-first strategy on all platforms, with POV-style content to allow the consumer to visualize themselves using the products. I’d frame the narrative around the idea of low-dose THC as a new nightly ritual/part of a wellness routine.