Supercharging Maryland’s Message with Influencer Campaign

Opportunity

The Maryland Department of Commerce seeks to grow Maryland business, attract new businesses, and entice the best talent for its dynamic workforce. As the agency of record for Commerce’s Maryland Marketing Partnership, we produced a series of online videos in partnership with a high-profile influencer to promote Maryland as a hub for well-paying jobs and healthy work/life balance, elevating stories of Marylanders in STEM (Science, Technology, Engineering, and Math).

The key to maximizing video reach was finding a reputable influencer partner. Influencer marketing offers the ability to meet younger audiences where they are, while expanding possibilities for mutually-beneficial future engagements. 

Our collaboration engaged the influencer’s vast network of followers across platforms with well-researched, pro-Maryland messaging. 

Solution

To showcase the benefits of living and working in Maryland, we enlisted Salary Transparent Street, a prominent work/life influencer. Led by Founder/Content Creator Hannah Williams, Salary Transparent Street had 1.4 million TikTok followers, 863k Instagram followers, and 460k Facebook subscribers at the time of our engagement. 

• Research: Brainstormed filming locations, reviewed prior videos, and developed a plan to feature participants in our target demographic (diverse, aged 25-40, employed in STEM). 
• Writing: Drafted talking points for each video, featuring pro-Maryland messaging and questions designed to encourage enthusiasm for Maryland’s career offerings. 
• Collaboration: Supported onsite production with Hannah, directed filming towards target participants, and coordinated optimal video release schedule.

Results

The three videos generated over 9.5 million, 379k, and 500k impressions on LinkedIn, TikTok and Instagram respectively.