The Good Influence. Building brands people believe in.

The Challenge

Traditional social marketing teams often lack structural diversity and unified operating frameworks, making it difficult to deliver authentic cultural nuance, credible strategy, and consistent performance across complex brand portfolios.

The Strategy

The Good Influence built a deliberately diverse, multi-disciplinary team grounded in the principle that credible, valuable, and consistent social content builds brand belief and long-term growth. The agency integrated its structure around five core service disciplines and its proprietary tgiOS measurement framework.

Execution and Innovation

The 25-strong team established 50 per cent female and 50 per cent non-white leadership through anonymous candidate screening. Operations were structured across five specialised pillars: Good Thinking, Good Social, Good Studio, Good Advocacy, and Good Growth, to embed cultural nuance into every phase of strategy, creative design, creator advocacy, and performance media.

Results

This unified, diversity-first operational framework enabled the team to consistently over-perform against campaign benchmarks for major client brands, including Holland & Barrett, Weleda, and Sudocrem.

Judges' Verdict

"Love the emphasis on diversity – well done!"