Glade creator strategy

Over several years I worked across Glade’s influencer and creator strategy, helping evolve the brand’s social presence from standalone creator activations into more integrated entertainment and culturally-led storytelling.

My role spanned everything from individual creator partnerships and social campaigns through to larger strategic launches and entertainment integrations designed to build deeper audience connection and cultural relevance.

Alongside creator-led social campaigns, I also played a key role in helping Glade expand into entertainment-led partnerships. One of the most notable examples was Glade’s sponsorship of ITV2’s Olivia & Alex: Parenthood starring Olivia Bowen

I was heavily involved in pitching the opportunity to the client and helping shape the strategic rationale behind the partnership - positioning the show as a natural cultural fit for the brand’s target audience and a way to integrate Glade into existing lifestyle and family conversations in a more authentic, editorially justified way.

Working closely with the production company and wider teams, I helped ensure the brand integration felt additive to the programme itself rather than interruptive to the viewer experience, with Glade embedded through branded idents, editorial placement and broader social storytelling extensions.

The partnership generated:

• 43.4M+ earned social views

• 170+ earned press features

• 1.03M streaming hours across the ITV2 series

One of the biggest strategic projects I led was the launch of Glade Aromatherapy’s Wellness Scenter - a multi-market creator experience designed to reposition home fragrance within the wider wellness conversation.

The strategy was rooted in audience insight and competitor analysis, identifying an opportunity to move beyond product-led influencer content towards more aspirational, lifestyle-driven storytelling. As part of the planning process, I developed strategic recommendations around creator verticals, platform behaviours and emerging home, wellness and “clean living” trends across TikTok and Instagram.

To bring the campaign to life, we hosted an immersive overnight creator experience at Wilderness Reserve, inviting influencers from multiple European markets to explore the connection between scent and wellbeing through a series of curated activities and workshops. The entire experience was designed with social storytelling in mind — creating visually rich, creator-friendly moments that encouraged organic content capture and audience engagement.

The campaign delivered:

• 10.7M impressions

• 246 pieces of creator content

• +58% engagement uplift versus previous activity

Alongside creator-led social campaigns, I also played a key role in helping Glade expand into entertainment-led partnerships. One of the most notable examples was Glade’s sponsorship of ITV2’s Olivia & Alex: Parenthood starring Olivia Bowen

I was heavily involved in pitching the opportunity to the client and helping shape the strategic rationale behind the partnership — positioning the show as a natural cultural fit for the brand’s target audience and a way to integrate Glade into existing lifestyle and family conversations in a more authentic, editorially justified way.

Working closely with the production company and wider teams, I helped ensure the brand integration felt additive to the programme itself rather than interruptive to the viewer experience, with Glade embedded through branded idents, editorial placement and broader social storytelling extensions.

The partnership generated:

• 43.4M+ earned social views

• 170+ earned press features

• 1.03M streaming hours across the ITV2 series

  Across both projects, the common thread was developing creator and entertainment strategies that felt culturally relevant, socially native and genuinely engaging for audiences — rather than relying on more traditional interruption-based advertising approaches