Behind the Screen: Westman Atelier's Thoughtful Approach to Trending Content
Interview with Casey Jackson, Westman Atelier's Sr Manager, PR + Influencer
Behind the Screen is a series on Following Up, featuring the minds behind brand’s influencer + community strategies. We often forget that there is a person or team behind the paid partnerships we consume, so I wanted to bring these people in front of the camera for a change.
Where are you based?
I’m based in NYC in the East Village where I’ve been for just about 3.5 years. I go back and forth about moving out of this neighborhood and every year something keeps me here. While we are moving into an office later this fall, I currently work from home.
How long have you been working in the influencer/creator economy?
I have been in my current role for a little over a year and a half. Before joining Westman Atelier, I primarily worked in PR, previously at Supergoop! and then on the agency side, which is where I began my career after college.
How long have you been at Westman Atelier and how has it evolved since starting?
My time in the influencer/creator economy coincides with my time at Westman. However, I’ve had my eye on influencer marketing for as long as I can remember.
After several years in traditional PR at two agencies and in PR and Global Comms at Supergoop!, I was eager to try something a little different. It quickly became apparent to me how important influencer marketing was to the overall marketing funnel, and I wanted to jump right in.
Has the industry changed since you first started your career? In what ways?
I believe the industry is always changing, so in short, yes. People have never been more hyper-aware of what goes into a marketing strategy than they are right now. Consumers can spot a paid partnership from a mile away, which is, in a sense, a positive thing; we want that awareness. However, it’s even more important to work with creators who feel authentic to both the creator’s audience and the brand’s consumers.
I also feel the industry is shifting away from traditional ad-like content and ramping up gifting efforts to generate more UGC-focused content. I’m interested to see how this continues to evolve over the next year or so.
Yes, the consumers are smart and want the transparency from brands, even through influencers! How would you describe your influencer ecosystem and how it sits in the larger marketing strategy?
I manage PR, paid influencer partnerships, and seeding efforts. For almost every campaign, we work within a 360 strategy that incorporates each of these areas for different needs. For paid sponsorships, we like to collaborate with a mix of long-term partners who have the right audience for that specific campaign, while also working with a select few new creators who bring a fresh perspective to introduce the brand to new audiences.
Also, we focus our seeding efforts on our core creators—long-time fans of the brand—while also expanding to a large network of new creators to introduce our products.
How do you brief influencers or what is your philosophy on briefing to keep the brand guidelines in place while still giving the influencer creative control?
I tend to look for creators who are already producing high-performing, engaging content that resonates with their audience. Regardless of their follower count, I believe it’s most important to work with influencers who have a loyal following and an engaged audience.
While there are certain guidelines that are important to include in the brief, I want to ensure the content always feels authentic to the creator. That way, it continues to resonate with their audience as much as their organic content does.
How do you stay on top of trends and are there any social platforms you are currently prioritizing and/or testing out?
I love something Courtney Grow of
said recently on her stories about trends: 'Trends are a special dish in the buffet of life, only meant to either expand your personal style or bring you joy. If it doesn’t do either of those, that is your cue not to participate.' This really resonated with me, not only in terms of my personal style and shopping habits but also when considering trends within the influencer/creator economy.Of course, it’s important to embrace trends and stay relevant to reach a specific audience, but I believe there’s more authenticity in not participating in every trending TikTok sound or style of content if it doesn’t align with your current marketing goals.
I believe in striking the right balance between participating in a trend when it makes sense for a campaign or a viral moment, while also staying true to the brand itself.
Taking note of this quote as well! I love your thoughtful approach to the trending content. It’s hard to keep up and you’re right, not every trend makes sense for every brand. There still needs to be a sound strategy behind it. How do you measure success for your campaigns?
It truly depends on the specific objectives and goals we set out for that campaign. If it’s maximum reach and brand awareness, we definitely take a look at EMV, overall impressions and reach to measure success.
Are there any influencers you have loved working with?
Pigmamiii was one of my first partnerships at Westman and I adored working with her. She’s so authentic, insightful, and sharp and I know that shines through her content and really resonates with her audience. She’s an example of someone who was truly an organic fan of the brand and the partnership really made sense. And now after working with her I’m lucky to call her a close friend!
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I also really loved working with Toni Bravo, she is a dream and one of the sweetest creators I’ve ever met.
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And who would you love to work with?
Influencers I think are super cool, love following and would love to work with: Diana-May, Olivia Duncan,
(her Substack is fabulous), and so many more. The list goes on.I can already see all three in a Westman campaign. Is there a Westman Atelier campaign or influencer post that you’re particularly proud of?
Our recent Vital Skincare Concealer campaign comes to mind first, although I am proud of every campaign. We worked with our highest number of sponsored partners to date, conducted one of our largest seeding efforts of the year, and hosted a live version of our Makeup and Friends digital series with celebrity icon Halle Berry. Truly a pinch me moment in itself.
Now for a few final, fun questions:
Favorite product from Westman Atelier?
This is so hard. Like choosing a favorite child even though I have no idea what that feels like - I’m only assuming! I’ll go against the rules and pick my top 3: Baby Cheeks Blush, Face Trace Contour Stick and one of our latest launches, the Vital Skincare Concealer. It’s truly the best concealer out there. Sorry if that’s biased!
Book, podcast or music on your morning commute? (can you link to the book, podcast or song/playlist?)
Ooooh I love podcasts. Recently I’ve been obsessed with Recho Omondi’s The Cutting Room Floor. For music, I’m the biggest John Mayer fan you will ever meet. Also, Olivia Dean is my current obsession at the moment!
If you were on the other side of the business as an influencer yourself, what brand(s) would you want to partner with?
J. Crew - they are SO back but they also never left. Plus, I see them EVERYWHERE! I know the team has to be hustling and it’s fabulous to see as a consumer. *Casey manifested this partnership because just this week Westman Atelier x J.Crew hosted a holiday gifting suite followed by a dinner with Gucci and Olympia. It looked fabulous! Loving the continued content between the two brands.
Can you also share the last item you bought based off of an influencer's post and who the influencer was?
I’m looking for a new scent for fall and
inspired me to try the discovery set from Bottega Veneta who just recently launched their fragrance category. I’m so excited to try!!! I would buy anything she tells me to.
You can stay in touch with Casey on Instagram & if you aren’t already, give Westman Atelier a follow! Highly recommend the Contour Stick and I’m excited to try the Mascara next.
Loved this one! Reminded me to add the Baby Cheeks blush stick to my Christmas list!
Casey!! Everyone loves her for a reason <3