Influencer Marketing— Emily Michael Rypkema

How it worked

End-to-end ownership

No agency. No handoffs. Every part of this program was built and run in-house.

Strategy & Legal

Developed the program framework from scratch. Consulted legal to build contract templates and order forms that protected both the brand and creators.

Creator Discovery

Used Modash to identify and vet creators— filtering for follower authenticity, engagement rate, audience demographics, and content fit. Outreached hundreds of creators personally.

Outreach & Negotiation

Managed every creator conversation— from initial email through rate negotiation, brief delivery, and agreement signing. Signed 37 creators for 129 total posts.

Brief & Content Direction

Created detailed campaign briefs for both MyScript Math and MyScript Notes— covering messaging, content formats, talking points, and platform-specific guidance.

Review & Approvals

Reviewed every piece of content before posting. Managed revision rounds and ensured brand alignment across all 129 deliverables.

Analytics & Payments

Tracked performance across all posts— views, engagement, link clicks, and CPM. Managed invoicing and payment processing for every creator.

Campaign Materials

Campaign briefs

I developed all the content and strategy for both campaign briefs— messaging, key features, creator direction, timelines, and the full process from sign to payment.

Creator Content

What the influencers made

A snapshot of the creator content generated across the campaign— reaching math students, STEM educators, and study-focused audiences on TikTok and Instagram.

Influencer Marketing — Built from Zero

End-to-end ownership

Campaign briefs

What the influencers made

Influencer Marketing —
Built from Zero