MBA DM Phase 2: The Agency Simulation
Session 16
Influencer Briefing & UGC Integration
Block 2 wraps: earned + owned working together.
Today's Agenda
- Micro vs. macro influencers
- Writing a creative brief (not a script)
- Repurposing UGC into owned channels
- Deliverable: Influencer brief + UGC plan (A2 complete)
Micro vs. Macro
Micro (1K-50K)
Higher trust, lower cost, niche relevance.
Macro (50K+)
Wider reach, higher cost, lower relative engagement.
Briefing, Not Scripting
Give influencers your key message and CTA — let them keep their own voice. Over-scripted content reads as inauthentic and underperforms.
Case Reference
Recall the WhatsApp hospitality case for how word-of-mouth/UGC-style channels drove real bookings.
Lab: Write Your Influencer Brief
- Identify 1-2 realistic micro-influencers for your persona
- Write a one-page brief: key message, CTA, deliverables, timeline
- Plan how you'd repurpose their content into your content calendar
Deliverable: Assignment A2 Part 1 Complete
Influencer Brief + UGC Plan
Block 2 done: content calendar, ads, A/B plan, and influencer brief now assembled for A2.