NEIWAI Barely Zero Influencer campaign
Time 2024
Location New York, NY
Role Project Manager
Brand Strategy, Media Relations, Media Compagin
Engages a multi-tier network of influencers, with 80% being Asian influencers based in the U.S. and internationally, to drive ROI-focused, hyper-engaging, and storytelling-driven content across Instagram and YouTube. Collaborates with a diverse group of 20+ micro and nano influencers per month, generating localized, user-driven content that effectively reaches NEIWAI’s target audience in the U.S. To date, influencer-generated content alone has garnered millions of organic impressions, consistently exceeding industry benchmarks with an average engagement rate of 3.3%.
Execution
Influencer Impact
Campaign supported by a curated mix of mega, macro, and micro-influencers, amplifying message authenticity and reach.
Media Outreach
Secured placements in top-tier outlets and digital lifestyle platforms to further boost visibility.
Pitched exclusive interviews, trend features, and gift guide inclusions aligned with campaign narrative.
Strengthened brand presence through earned media coverage that complemented influencer activations.
Impacts
Engagement Metrics
Video Views
466.5M+
across all channels, including
influencer content, social buzz,
and paid amplification.
Total Campaign Reach
total saves and shares
99.6K
245,090
total engagements
（Likes, comments,
and share)
1.699M+
total across Reels,
TikTok, and YouTube Shorts.
InStyle
My mom hasn’t worn underwire bras for over 50 years, and I wrote the uncomfortable undergarment off around this time last year, and I haven’t looked back. However, I never felt supported enough by the wireless options on the market, nor did I feel like they were cute, and many felt too mature for me.
