Bringing a Latin touch to the beauty world, AYRES Beauty was brought to fruition by…
After working in the beauty marketing world and getting the opportunity to collaborate with various influencers, Shaneel Anjum realized a passion for influencer marketing and talent management. This was the moment when Shaneel’s first business endeavor was born: True Influential, an all-female influencer marketing platform. Keep reading to learn more about how Shaneel builds her influencer network, what beauty product she can’t live without and her advice to others in the digital space.
- My name is: Shaneel Anjum
- My social handles are: @shaneelanjum | @trueinfluential
- Find my website at: www.trueinfluential.com
1. Tell us a little about yourself. How did you first get involved in influencer marketing?
I was pursuing a career in law when I landed a marketing manager job at a beauty company. I found myself leading social media marketing campaigns, ad management and the most interesting of all, influencer marketing. I was recruiting influencers and running campaigns with thousands of influencers on a monthly basis when I realized that I had a true passion for influencer marketing and talent management. I loved working with people and very soon I realized that I was a marketer at heart! I quickly changed career paths to follow something that I loved and truly enjoyed doing everyday. Today, True Influential is one of Canada’s leading influencer marketing agencies that represents talent from all over the world.
2. What does a typical day in your life look like?
A typical day in my life is consumed by A LOT of emails and phone calls. I start the day by reading and catching up on important news in the industry. Later, I get together with my team and follow up on pending projects and important deadlines. Afternoons are usually filled with projects, deals and negotiations. The evenings are often spent going over contracts and campaign briefs with most nights ending up at home with my laptop continuing the day’s work. At night I like to focus on self-development and I follow a nighttime routine of catching up on my favorite audiobooks and podcasts before bed.
3. What inspired you to start an all-female influencer marketing platform, True Influential?
The world of digital media is the constantly evolving with so many amazing opportunities. I knew that I wanted to venture off and expand my love for digital marketing into something that I could call my own. I am driven by powerful women in business, so naturally I couldn’t help but notice a white space within the sphere of digital marketing and influencers. Women were underrepresented in an area that we were dominating in as a gender. Women users dominate social platforms such as Instagram, Facebook, Pinterest and Twitter, yet there was little to no agencies that only worked with female influencers. It was in this moment that I decided to launch True Influential. We are now one of the first female-focused marketing agency representing influencer marketing and creative services for female talent from all over the world. We believe in authentic influencer marketing that captivates audiences that delivers the highest quality of content. We use social strategy to craft campaigns. social media marketing objectives, partnerships, events and activations that are truly influential.
4. How do you build and maintain your influencer network?
Our influencer network is an invite-only platform of female influencers in the areas of lifestyle, beauty, fashion, parenting, cooking, etc. We manage the influencers by providing resources and tools that can help them grow their following, engagement and produce better content. We also have an Influencer Network Manager who works around the clock in search of onboarding new talent for the True Network. When we are running campaigns, we align the right talent with the right brand and work together to create amazing marketing campaigns, activations and influencer experiences.
5. What have been some of your favorite influencer campaigns that you’ve managed so far?
We have led some amazing campaigns this year, two of which that are my personal favorites. During the Vasanti Cosmetics Locked In Liquid Lipstick Campaign, we helped the brand launch their newest line of matte liquid lipsticks. True Influential took the lead in developing their press release, marketing materials, as well as their influencer campaign consisting of 30 influencers from our network. We delivered amazing content and helped create a buzz around their newest line. Another one of my favorite campaigns was Nuit Blanche for Scarborough Town Centre, a local mall in Toronto who hosted a world famous art festival and exhibition. We invited 20 of our influencers from True Influential to attend and share the exclusive media event with their audiences through an interactive Instagram Story campaign. They captured their experiences, shared art and invited their audiences to come check out the local art installations. Overall, the event and story campaign was a huge success and we look forward to working with them again!
6. What advice do you have for women interested in becoming influencers in the digital space?
Just do it! So many women often question themselves and ask if the industry is oversaturated, if they would be a good fit or if they have it in them to be an influencer. What I have always said about influencer marketing is that it is ever-evolving and is the new era of marketing. It has taken over traditional marketing and there is room for everyone, even micro-influencers! Collaborating together has become a norm and women supporting other women is only the beginning of great things. My advice is that you should do what you want to do, and let your personality shine through social media!
7. What beauty product do you never leave the house without?
I never leave the house without a good liquid lipstick in my purse. I think a neutral pink lip is a classic go-to for meetings and for transitioning from the office to dinner. My all time favorite is Tarte Creamy Matte Lip Paint in Birthday Suit — it lasts all day long through endless cups of coffee or tea!
This interview has been edited and condensed.
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