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Identify the influencer’s type (Mega / Macro / Micro / Nano / Virtual / Controversial).

Explain how this type fits, or fails to fit, your assigned product. Consider factors such as reach, niche relevance, authenticity, novelty, image congruence.

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Evaluate your influencer using the three credibility components:

Expertise – Relevant knowledge? Skills?

Trustworthiness – Honest? Ethical? Past controversies?

Attractiveness / Likability – Likeable persona? Visually appealing? Relatable?

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Answer the following:

Is your triad balanced?

Will consumers like the product because they like the influencer?

Will there be imbalance (e.g., mismatch, controversy, opposite values)?

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Identify which influencer marketing strategy best fits your pairing, or which one would be the most realistic given your assigned influencer.

Choose ONE:

Aspirational / prestige

Expert / educational

Humour / entertainment

Novelty

Storytelling

Cause-related / social purpose

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1. He is a MEGA influencer

2. The assigned product is Hydratrack (stainless steel bottle with hydration reminders and an LED meter for daily water goals)

It fits the influencer because the target consumers include gym-goers. Jason is a fitness expert who focuses on healthy and 'balanced living,' therefore the product is suitable for Jason to promote because he will be able to use his fitness or gym experience that relates to the product and demonstrate a true and genuine way of living healthily.

Members

Yi Wen

Sushmitaa

Sabrina

Kayley

Ian

Cinta

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expertise -> relevant knowledge as he will use the water bottle (HydraTrack) at the gym + he has strong credibility in health/wellness

Trustworthiness -> his past collabs were with FitBit and Lululemon, thus he appears more trustworthy + credible

Attractiveness -> he has a likeable persona, seen in the public eye as 'motivational'

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Saw Xiang Teng,Jennifer Lim,Mong Zi Hui,Kevin Fonda, Irvin, Ng Jia Xin, Lee Kuan Wei

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Saw Xiang Teng,Jennifer Lim,Mong Zi Hui,Kevin Fonda, Irvin, Ng Jia Xin, Lee Kuan Wei

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1)UncleEatsKL is a Macro influencer.

2)UncleEatsKL is not a good fit for SmileSense Pro because his content focuses on food and entertainment, not health or technology. The product requires a tech-savvy and professional image to build trust in AI and dental features.

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expert / educational

--> as a fitness influencer he would have a natural tendency to use water bottle

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Mega influencer due to him having a large following on both platforms youtube and instagram.

The product does not fit him as he is involved in past scandals as well as his content does not correlate with the product that we want to promote. Although he is not liked by other but is liked by his fans and can promote the plants to his fans to promote gaming environment as well as let his fans get to know plants more as the product is suited as a first time plant.

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Chloe Lim Ke Xin, Tan Hui Wen, Yip Weng Ji, Stephany Lim Yu Xuen 

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Chloe Lim Ke Xin, Tan Hui Wen, Yip Weng Ji, Stephany Lim Yu Xuen 

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- Influencer type: Nano due his small but niche followers (3,200 - IG) (1,100 Tiktok)

- This fits NutriNoodle+ very well because the product targets students and busy young adults, which directly matches Aiman’s university student persona. His content about study routines and campus life aligns naturally with quick, high-protein instant noodles. Although his reach is limited, his authenticity and relatability make his recommendations feel more genuine and trustworthy.

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Expertise- expert in high fashion and luxury, thus would know a lot about clothes and the care it needs.

Trustworthiness- Has a aspirational image but seen as out-of-touch sometimes.

Attractiveness- has visually appealing image because she has a aspirational image of luxury. Seen as a likable person by her audience and the public because she has a extreme reach.

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Saw Xiang Teng,Jennifer Lim,Mong Zi Hui,Kevin Fonda, Irvin, Ng Jia Xin, Lee Kuan Wei

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Saw Xiang Teng,Jennifer Lim,Mong Zi Hui,Kevin Fonda, Irvin, Ng Jia Xin, Lee Kuan Wei

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1.Wont.The triad is not balanced because most of his fans follow him for food content. Consumers won’t be strongly influenced to like SmileSense Pro just because they like him.

2.Yes, there will be an imbalance because promoting a tech toothbrush feels confusing and unrelated to his usual image.

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1. MEGA influencer

2. The influencer fits ReWear Loop well since her style, fashion focus, and eco-friendly image match the brand’s rental clothing service. Her futuristic look also makes the brand feel modern and interesting to Gen Z. As a virtual influencer, she is safe for brands and easy to control, but she may feel less “real” to some people. Overall, her reach and image make her a good match for promoting ReWear Loop.

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1. HanaZenLife - Macro influencer (220k - 500k)in IG and TikTok.

2. She focus on "slow living" and "mindfulness" naturally extends to a home environment that is clutter-free and non-toxic. "Minimalists" and "Eco-conscious homeowners" (the product target) are often the exact same demographic as "slow living" enthusiasts.

Members

Limyien

Vivian tan

Lee Ying En

Thai Chai Ru

Tan Wei Ni

Luah Yi Han

Eugene Lee Ee Jing

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Saw Xiang Teng,Jennifer Lim,Mong Zi Hui,Kevin Fonda, Irvin, Ng Jia Xin, Lee Kuan Wei

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Saw Xiang Teng,Jennifer Lim,Mong Zi Hui,Kevin Fonda, Irvin, Ng Jia Xin, Lee Kuan Wei

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Expert / Educational – This strategy is used to raise awareness and educate consumers about the importance and functions of a smart electric toothbrush. It helps audiences understand how SmileSense Pro improves daily oral care through technology.

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We chose humour as our influencer marketing strategy because it fits both LUNA 3.0 and ReWear Loop in a way that feels natural, fun, and very Gen Z. Since LUNA is an AI avatar with no real emotions or “human touch,” we’re turning that weakness into a comedic strength instead of hiding it. Gen Z usually loves chaotic, ironic humour, especially memes where AI characters behave awkwardly or get called a “clanker” for acting too robotic.

A humour-based campaign lets LUNA play into this vibe through glitchy outfit transitions, awkward “trying to act human” moments, and funny skits about choosing outfits from ReWear Loop’s unlimited swaps. This makes the brand feel playful, modern, and highly shareable, which matches how Gen Z interacts with fashion and content online.

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1. The triad should be balanced.

2. Consumers will like the product because they may like the influencer too, plus he is a fitness expert, hence making him quite trustworthy

3. No imbalance, because there is a good perception towards the influencer (Jason). It makes consumers have a positive attitude towards purchasing the product. This also makes consumers feel that there is added value to the product that they are purchasing which was promoted by JasonFitLife.

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Chloe Lim Ke Xin, Tan Hui Wen, Yip Weng Ji, Stephany Lim Yu Xuen, Kieran Chua Shan En

1. Is your triad balanced?

• Yes, relatively balanced/congruent.

• Target Match: Aiman is University student directly aligns with Product Target (Students, busy workers).

• Value Match: Influencer's content (Study routines, hacks) supports the Product's core value (Quick, efficient, 3-minute prep).

• Credibility: The product logically fits into the influencer's "just like us" student lifestyle.

2. Will consumers like the product because they like the influencer?

• Yes, strong potential for positive transfer of attitude.

• Relatability: Aiman's "authentic" and "just like us" perception builds trust, which is transferred to the product.

• Relevance: The product (quick, high-protein meal) directly addresses a need often faced by the influencer's audience (busy students/gym-goers).

3. Will there be imbalance (e.g., mismatch, controversy, opposite values)?

• Low risk of product/values mismatch. The efficiency/health focus is consistent with the busy student life.

• Primary Imbalance (Logistical): The influencer has a "Very small audience" and "inconsistent posting."

• Implication: This will limit the reach and reliability of the campaign, even if the conceptual match is strong.

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Relevant expertise in eco-friendly, mindful living → matches EcoSpark’s sustainable product.

Trustworthy and honest persona with no controversies.

Soft, minimalist aesthetic fits EcoSpark’s plastic-free, non-toxic image.

Large, likeable presence on IG/TikTok → strong influence on eco-conscious audiences.

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Chloe Lim ke xin, Tan Hui Wen, Yip Weng Ji, Stephany Lim Yu xuen 

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Chloe Lim ke xin, Tan Hui Wen, Yip Weng Ji, Stephany Lim Yu xuen 

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Storytelling, this is because Aiman often shares his daily life as a student, such as studying, attending classes, and being busy on campus. NutriNoodle+ can be shown as a quick and healthy meal that helps him stay full and energized during his busy days. By showing how he eats NutriNoodle+ during late-night study sessions or after a long day, the promotion feels natural and real. This helps followers relate to him and trust the product more.

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Chong Ai Thong, Pon Ying Sze, Low Zi Qi, Lee Jia Xhin, Wong Zhi Ching

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Chong Ai Thong, Pon Ying Sze, Low Zi Qi, Lee Jia Xhin, Wong Zhi Ching

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The most suitable influencer marketing strategy for ChloeStyleList and GreenBoost+ is a cause-related approach. Chloe’s focus on sustainable, eco-friendly living aligns naturally with GreenBoost+’s plant-based formula and environmentally conscious packaging, making this partnership feel authentic and value-driven.

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Martin Yap Jun Cong, Kazi Zarin Islam Torsa, Lan Sue Ling, Lai Yong En, Mok Cheung Wai (Dentist Mira and DreamWave)

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Martin Yap Jun Cong, Kazi Zarin Islam Torsa, Lan Sue Ling, Lai Yong En, Mok Cheung Wai (Dentist Mira and DreamWave)

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Influencer type:

Dr. Mira Tan (DentistMira) = Macro Influencer

She has a combined audience of around 95K followers, placing her at the lower end of the macro category, with strong credibility due to her professional background.

Product Alignment:

Reach

Moderate reach that helps DreamWave gain visibility, though not as large as mega influencers.

Niche Relevance

Very strong fit. Her content on bruxism, mouth breathing, and sleep-related dental issues aligns naturally with a sleep-tracking product.

Authenticity

High. As a dentist known for debunking myths, her endorsement feels trustworthy and science-based.

Novelty

Good fit. A dentist discussing sleep quality offers a unique angle that stands out from typical sleep influencers.

Image Congruence

Strong alignment. Her professional, health-focused image matches DreamWave’s positioning as a science-backed wellness device.

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This influencer will specialize in humour to promote the product. As he is a prank YouTuber he can make jokes about the plant to his fans and make it more appealing. As well as using his past collabs with gaming equipment, he can make jokes about how his fans could use some plants and greenery to brighten up their room and improve their gaming experience with plants while adding his own jokes to the promotion.

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Saw Xiang Teng, Jennifer Lim Xuan Yu, Mong Zi Hui, Kevin Fonda, Irvin Lesmana, Ng Jia Xin, Lee Kuan Wei

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Saw Xiang Teng, Jennifer Lim Xuan Yu, Mong Zi Hui, Kevin Fonda, Irvin Lesmana, Ng Jia Xin, Lee Kuan Wei

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(UncleEatsKL & SmileSense Pro)

Expertise - relevant knowledge as UncleEatsKL can use the SmileSense Pro electric toothbrush after he does his food review videos or after he eats foods that can stain or make his teeth dirty.

Trustworthiness - His trustworthiness is guaranteed as he has previously collabed with big brands like Grab food

Attractiveness - he has a humorous persona that can be beneficial when recording a promotional video to encourage consumers to buy the product as he packs the video with humor.

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Expertise: low expertise as he has no background in plants or eco-friendly products, so his knowledge is not relevant to indoor plant care.

Trustworthiness: his past scandals reduce perceived honesty, making him appear less trustworthy to some audiences.

Attractiveness: he has a bold, charismatic persona and is likeable to his fanbase, but remains divisive to the general public.

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She demonstrates strong overall influencer credibility based on her expertise, trustworthiness, and likability. As a licensed dentist who debunks dental myths, she has clear professional expertise, making her a reliable voice in health and wellness topics even beyond oral care. Her history of working with reputable brands like Oral-B, Colgate, and Waterpik further reinforces her credibility. She is also perceived as highly trustworthy, with a friendly, down-to-earth persona and no known controversies, which makes audiences feel confident in her recommendations. In terms of attractiveness and likability, Dr. Mira is relatable, approachable, and seen as a genuine educator rather than a flashy influencer, which helps build emotional connection and authenticity. Although her reach is somewhat limited, her strong expertise, ethical image, and likable persona make her a credible and persuasive choice for promoting a wellness product like DreamWave.

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1. Yes

The audience follows her for peace and inspiration. The product (EcoSpark) aligns with her values of simple, non-toxic living. Therefore, the consumer is likely to accept the product as a tool to achieve that "slow living" lifestyle

2. Low risk

The only potential weakness is "content can feel repetitive," so the ad needs to feel fresh rather than just another product placement.

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1. Partially balanced.

LUNA 3.0 is a virtual, fashion-forward, eco-tech influencer, while ReWear Loop is a sustainable outfit rental platform targeting Gen Z, event-goers, and content creators.

Their values align in terms of:

Innovation (virtual influencer + subscription-based fashion model)Sustainability (UNA promotes eco-tech; ReWear Loop promotes re-use, swaps, bundles)

Trendiness (both appeal to fashion-forward Gen Z)

So there is a natural fit. However, it is not fully balanced due to concerns about authenticity and trust.

2. Yes, for certain segments.

Gen Z followers who enjoy futuristic, digital aesthetics would find the partnership attractive.

LUNA 3.0’s high follower base means strong influence on digital fashion trends. Her aesthetic fits well with the curated outfits and fashion-forward image of ReWear Loop. But some consumers may question whether a virtual influencer can authentically promote a rental fashion service, since she does not physically wear the outfits.

3. authenticity issue

LUNA’s weakness is lacking “real human trust” and giving an uncanny valley effect.

Some consumers may feel a virtual influencer cannot genuinely endorse real clothing.

Could reduce perceived credibility (especially for a service where real-life fit & quality matter)

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Storytelling is the best fit because HanaZenLife is known for peaceful, lifestyle-driven content where she shares her routines, habits, and mindful home environment. Your product can blend naturally into her daily slow-living story

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1. The influencer has a high reach due to her high amount of influencer. One of her persona is high fashion which aligns with the product which can influence consumers to buy the product. We know that she has reputable influence based on her high social media followers.

2. As she focuses on luxury, it can influence consumers to purchase product as luxury brands need better care when cleaning. Consumers can perceive that the product is good as a fashion/ luxury focus celebrity is promoting it.

Her public perception is considered as glamourous, however she is well liked as seen with her followers. This can increase the awareness and further reach the product has to their consumer base

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Cause-related/ social purpose

Because the product targets eco conscious people and since the influencer is a global pop star and aspirational brand image as well as an extreme reach towards people, she can easily create brand awareness and advertise the detergent to those interested. Additionally, the advertising may help her increase her aspirational brand image as she is promoting environmental friendly products. Because the pods are dissolvable, it removes the need to use pods and plastic and protect the environment, highlighting the zero plastic policy.

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Fans who like Darren But the product vibe (calm, eco-friendly, beginner-friendly) does NOT match his chaotic brand.

The non-fans may reject product simply because they dislike Darren.

Hence the Result:

Imbalance → higher chance of rejection + cognitive dissonance.

Summary:

Balance Theory also breaks. Fans may like Darren, but the peaceful, wholesome nature of the product clashes with his chaotic persona, creating psychological imbalance that can make the endorsement feel forced or unbelievable.

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1) The influencer type is Mega, as she has a total of 45M followers on IG and 20M on TikTok.

2) This influencer type fits our product, but not perfectly. This is because her persona focuses on high fashion, while our product is a detergent. This indirectly fits as she would need detergent to wash her clothes such as Dior, which is one of her past collabs. However, the product doesn't perfectly fit as its target customers are students, eco-conscious households, as well as travelers.

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1. Expertise in tech but not in plant-based industry

2. Trustworthiness in audience, rational review

3. Likeable persona, trusted for honest review

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The triad between the influencer, audience, and the DreamWave product is generally well balanced because Dr. Mira Tan’s professional, trustworthy, and down-to-earth persona aligns well with a health-focused wellness device. Consumers who already like her for being honest and educational are likely to view the product more positively, as her credibility can transfer to the brand and increase confidence in DreamWave’s sleep-tracking features. Although she is not a sleep specialist, her identity as a healthcare professional still fits the theme of improving personal well-being, so the level of mismatch is low. There is also no indication of controversy or conflicting values that would create an imbalance, meaning her endorsement would likely feel natural and believable to her audience.

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Micro Influencer

At first glance he does not fit but after looking at his strength and the public perception he is a rational, detailed and trust worthy meaning he will research other plant based deodorant products to find the threshold of what a good plant based deodorant should be. He is also stated to be an honest reviewer meaning that his reviews will be also honest and not paid.

Members

Min Nyi

tay qi peng

ng xuan xuan

thwe moe phyu

Wong Khai Jet

Janice Tan San Ning

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Expertise- high perceived expertise in digital fashion and technology

Trustworthiness - No scandals and fully controlable, but it is still have not enough social acceptence because that it is "not human"

Attractiveness- Might not be accept by most generation bacause AI influencer will have uncanny vally effect.

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Member:

Chong Ai Thong, Pon Ying Sze, Low Zi Qi, Lee Jia Xhin, Wong Zhi Ching

Influencer Type: Micro-Influencer

Follower Count: 45k (Falls within the typical 10k–100k range).

Product Fit (Overall: Strong)

Niche Relevance: Strong. The influencer's focus on minimalist, sustainable living perfectly matches Green Boost's plant-based ingredients and eco-friendly bottle. Their followers are the target (wellness/environmentally conscious).

Authenticity: Strong. As a Micro-Influencer with an "authentic voice," their endorsement is perceived as genuine advice, not a paid ad, making the "no sugar, calm focus" claims more believable.

Image Congruence: Strong. The stylish, minimalist aesthetic aligns seamlessly with a modern, clean wellness brand like Green Boost.

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Low Zi Qi, Chong Ai Thong, Wong Zhi Ching, Pon Ying Sze, Lee Jia Xhin

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Low Zi Qi, Chong Ai Thong, Wong Zhi Ching, Pon Ying Sze, Lee Jia Xhin

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1.Yes, the triad is highly balanced. ChloeStyleList’s persona of "sustainable styling" and having an "authentic voice" for eco-lifestyle brands aligns perfectly with GreenBoost+'s, "eco-friendly bottle" and plant-based ingredients because of this strong value alignment, her "environmentally conscious" followers will likely trust the recommendation and view the product as a genuine part of the lifestyle she promotes.

2.No, there is very low risk of imbalance or controversy because the values are complementary rather than opposite. The product’s target audience of "wellness-focused individuals" overlaps naturally with the influencer’s "relatable" and "environmentally conscious" public perception, ensuring the partnership feels consistent rather than forced.

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Martin Yap Jun Cong, Kazi Zarin Islam Torsa, Lan Sue Ling, Lai Yong En, Mok Cheung Wai (Dentist Mira and DreamWave)

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Martin Yap Jun Cong, Kazi Zarin Islam Torsa, Lan Sue Ling, Lai Yong En, Mok Cheung Wai (Dentist Mira and DreamWave)

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Using an Expert/Educational Strategy with Dr. Mira Tan to Connect DreamWave to Real Everyday Sleep Struggles

This fits Dr. Mira best because her followers trust her as a friendly, knowledgeable dentist who explains health topics in a simple, human way. She can naturally talk about how sleep affects stress, teeth grinding, and daily energy, while sharing her own experience using DreamWave after long clinic days. It feels genuine, caring, and helpful—not like an ad—making the expert/educational approach the most realistic and human for her.

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expertise- has strong knowledge in minimalist and sustainable fashion

trustworthiness- seen as honest and environmentally conscious

attractiveness- has a clean, minimalist, an visually appealing aesthetic

- niche look appeals strongly to sustainability-focused audiences

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Chloe Lim Ke Xin, Tan Hui Wen, Yip Weng Ji, Stephany Lim Yu Xuen, Kieran Chua Shan En

Source Credibility

Expertise

Verdict: Low to Moderate.

Aiman lacks formal nutritional expertise but has high user expertise in the student lifestyle, making them knowledgeable about the product's need quick, convenient student meals.

Trustworthiness

Verdict: High.

Aiman's strength lies in relatability and authenticity, not technical expertise. As an expert in the busy student lifestyle, Aiman is uniquely credible regarding the product's core need: quick, convenient meals. This public image of "friendly, honest, 'just like us'" drives organic recommendations.

Attractiveness / Likability

Verdict: High.

Likeable/Relatable Persona: The student persona and the "just like us" public perception make Aiman highly relatable and likeable to the core target audience which is students.

Visually Appealing: This cannot be fully judged without seeing their content, but their successful past collabs with lifestyle brands such as cafés, stationery suggest their content is visually engaging enough for their niche.

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Is triadic balance present? : No.

The triadic balance needs positive relationship to exist between the Source (MarkTechByte), the Object (PureUnderArm) and the Receiver (Audience). The main connection of MarkTechByte is the Tech Expertise/Rational Review. The main connection of PureUnderArm is Natural Health/Lifestyle. These two ideas are opposing or incongruent to each other, and an imbalanced triangle is formed where the audience can feel the endorsement is false or scandalous.

Will consumers like the product because they like the influencer? Unlikely.

Consumers such as MarkTechByte due to high expertise and credibility in reviewing of gadgets. Marketing a deodorant, and this is totally outside his business will offer some form of incongruence.

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Expert/educational influencer marketing strategy was the most realistic solution. Mark's credibility as a tech-focused micro influencer aligns with PureUnderarm's brand positioning, especially show in its dermatologist tested, no aluminum formulas designed for sensitive skin. His straightforward communication style allows him to clearly explain the product's functional advantages, ingredient safety, and sustainable packaging, thereby increasing consumer trust.