Beyond the Glamour: Building Influencer Partnerships

One of my earliest roles was supporting the U.S. Fund for UNICEF’s anniversary celebration, managing press and celebrity ambassadors. It was an unforgettable behind-the-scenes look at how UNICEF, pioneers in global advocacy, strategically used high-profile figures to spotlight development issues.

Years later, at the International Dialogue Centre, I applied a similar approach for youth peacebuilding in the Middle East, a region where traditional media access is limited but youth engagement online is high. Instead of one marquee name, we partnered with a diverse roster of micro- and mid-tier influencers, each tailoring their storytelling for TikTok, Facebook and Snapchat. The result: tens of thousands of young people reached with authentic, culturally resonant content that built trust and connection.

Both experiences underscored a key truth: success comes from more than star power. It’s about choosing ambassadors whose values align with your mission, preparing them to speak credibly, and using multiple voices to expand reach while protecting your brand.

Considerations Before You Collab

Before your CEO proclaims that a celebrity or influencer collab is the silver bullet for brand awareness, take a step back. Ask the hard questions. Be strategic. And consider these guiding principles:

Define Boundaries Upfront. Treat the relationship like a contract, because it is. Be clear about what the role includes, what it doesn’t, and how public statements will be reviewed. Negotiate the end at the beginning.

Choose for Alignment, Not Just Reach. Your ambassador’s values, story, and passions should organically align with your mission. Don’t shape your brand to fit theirs. Authenticity matters more than follower count.

Diversify Your Roster. Consider building a mix of two to three ambassadors from different communities or platforms. This spreads risk, increases reach, and allows for more tailored storytelling.

Monitor and Measure Impact. Set benchmarks for visibility, engagement, and fundraising. Revisit the partnership regularly. What have you gained? What are the trade-offs? What’s the ROI beyond likes and headlines?

Be a Strategic Partner, Not Just a Platform. Today’s influencers value collaboration. Bring them into the mission. Share stories from the field. Offer ways to make real impact, not just appearances. When done right, these relationships can be transformational for both parties.

Whether you’re working with a global celebrity or a niche digital creator, make sure your brand and mission stay center stage. When aligned and well-managed, a public figure can extend your reach, elevate your credibility, and inspire new audiences. Just make sure the partnership uplifts your purpose, not overshadows it.