
The power of influencers for B2C PR
Ana Radhanauth is a relatively recent addition to the SHC team, and has delivered successful influencer campaigns for the launch of the EasyKlix™ by Forte self-assembly furniture range, and Truvox International’s Simplicity vacuum cleaner brand. We talk to her about the power of using influencers for B2C PR, and the latest project.

How did you get into creating influencer PR campaigns?
I have over 8 years of experience in PR, and I transitioned to freelancing three years ago. My focus is primarily in the consumer space, where I’ve had the privilege of working with some incredible food, drink, and lifestyle brands. Much of my work involves consumer-driven influencer campaigns, which I find both engaging and rewarding.
After studying marketing at university, I immediately jumped into the agency world, which I loved. When COVID hit, I took the opportunity to transition into freelancing, and it’s been an incredible journey ever since. I’ve expanded my network and progressed from Junior Account Executive to Senior Account Director.


Looking specifically at the recent successful influencer campaign for SHC’s client Truvox International’s Simplicity consumer vacuum cleaner brand, what was the brief?
The brief was essentially to raise brand and product awareness and increase engagement on Instagram.
The plan was to reach out to a mixture of genres of influencers, from mummies bloggers through cleaning, to pets. Working with these genres previously, I knew they’d be able to make great content for the Simplicity brand.
We planned to reach out to 60 influencers per month for three months. As the objective was to raise awareness and engagement, we began working with micro influencers – people who have under 10,000 followers. From this, we quickly tripled Simplicity’s following and decided to move the strategy away from awareness and focus on sales. So, we switched up the strategy and reached out to macro influencers – gifting them products– and we soon achieved sales.
The client was delighted that throughout the campaign, the Simplicity range received really positive comments.
How do you find the right influencers?
I always evaluate an influencer’s engagement by looking at the number of likes and comments they receive, how frequently they post, and their follower count. One trick I use is finding a profile that aligns well with the brand, then exploring who they follow and engage with. This helps me discover similar, relevant profiles.
It’s important to partner with influencers whose values align with your client’s product and brand. I’ve previously worked with similar genres. For instance, I recently worked on a dog food brand, so I knew loads of pet influencers, and I’ve worked with lots of mummy bloggers. So, for this project I did have a kind of little black book, which aligned perfectly for the project.

SHC has traditionally been mainly a B2B agency, so what can we learn from B2B and particularly the power or using infuencers?
When a client wants to engage directly with customers, social media is a great way to do this. I’m pleased to bring and share my experience and skill set to the SHC team to add value. In the same way that the essence of successful B2B PR is understanding the relevance of each traditional media outlet or magazine, identifying the correct influencers is crucial. So, I guess it’s handy to have a consumer brain on the team.
Successful results
The client was impressed that we were able to use influencers to raise awareness and grow followers, and then take that to achieving sales.
The results of the Simplicity influencer campaign speak for themselves. There was a total influencer outreach of 246 (82 per month) leading to a follower increase of 310%.
A total of 64 influencer collaborations led to a total reach of over 1.58 million, with 82 stories and 51 reels. Total likes exceeded 18,000 and total comments exceeded 4,000.