RS Field Notes

Field Note 01 · JOOCYEE

Finding the right consumer through the right creator.

A creator marketing and e-commerce operations case study supporting a Chinese beauty brand’s expansion across English-speaking markets.

JOOCYEE products arranged with an iced coffee in a warm neutral editorial still life
Beauty, identity, and everyday ritual · JOOCYEE product image
Role Influencer Marketing Intern Scope English-speaking Developed Markets Markets United States · Canada · United Kingdom · Australia Platforms TikTok · Instagram · YouTube Focus Creator Strategy · Creator Operations · Content Strategy

Selected creator information and commercial data have been anonymized or omitted to protect confidentiality.

Finding creators people already trust.

JOOCYEE needed more than a long list of beauty creators. The real challenge was identifying creators across four English-speaking markets whose audiences, visual worlds, and everyday identities could naturally communicate the brand—then managing every collaboration from research to publication.

  1. ResearchFind relevance
  2. EvaluationCheck fit
  3. OutreachStart dialogue
  4. Product MatchChoose story
  5. ShipmentCoordinate gifting
  6. AffiliateEnable link
  7. PublishingBring live
  8. ReviewLearn & refine

Trust begins
with fit.

Creator Evaluation

Pre-outreach review · English-speaking markets

Market & Language

English-language content
US · Canada · UK · Australia

Audience Fit

Women 21+
Relevant beauty or lifestyle audience

Recent Activity

4+ posts within the last 30 days
Consistent publishing cadence

Content Performance

Stable views
Minimum baseline engagement
Not dependent on one isolated viral post

Lifestyle Alignment

Aspirational but attainable
Polished, independent, organized, approachable

fit over follower count →

Content Capability

Clear product visibility
Natural storytelling
Strong demonstration
Credible communication

Gifting Feasibility

Audience size appropriate for gifting
Reasonable likelihood of collaboration

Final DecisionShortlisted ✓
Approved

Follower count ≠ fit

People buy a “want-to-be.”

After repeated sourcing within the beauty niche, creator lists began to overlap. I shifted from asking “Who makes beauty content?” to “Who represents the life our customer aspires to?” This led me toward office, OOTD, morning-routine, and professional-lifestyle creators.

Identity and ethos can persuade more powerfully than product features alone.
Illustrated lifestyle vision board with a blazer, tote bag, tulips, laptop, coffee, planner, phone, glasses, keys, pen, and a small group of beauty products

People don’t buy makeup.
They buy the person they hope to become.

Independent Morning routine Work mode Beauty fits naturally

Lifestyle↓Identity↓Beauty

From filters to field notes

Understanding the people behind the numbers.

Once the criteria narrowed the field, I stopped looking only at performance signals. I began documenting the routines, language, environments, and small choices that made each creator feel believable.

I wasn’t simply filtering creators. I was studying people.

Explore the objects to uncover the notes I kept while reviewing creators.

Editorial creator research desk anchored by an enlarged annotated notebook, six distinct lifestyle observation cards, two evidence notes, a subdued cropped laptop, partial tote, coffee, keys, and a large concluding Field Note
Observation

Creators build trust through repetition.

Observation

Lifestyle communicates identity before products do.

“I love your morning routine.”
“I trust your recommendations.”
“The makeup fits your lifestyle.”
routine trust lifestyle
Field Note

People don’t aspire to own makeup.

They aspire to become someone.

The product simply belongs in that life.

Repeated routines made credibility visible.

One workflow · three decisions

One Workflow. Three Decisions.

Every creator collaboration followed the same end-to-end workflow. What changed each time was the marketing decision behind selecting that creator.

Dana — Lawyer

Professional · Confident · Aspiring

Choosing Aspiration over Beauty

I selected an office-lifestyle creator because her audience aspired to an organized, confident lifestyle. The beauty product became part of a believable daily routine rather than the entire story.

Insight People often buy identity before product.

  • Corporate Career
  • High Standards
  • Organized Lifestyle
  • Quiet Confidence

Jen — Lifestyle Creator

Storytelling · Warm · Relatable

Choosing Storytelling over Reach

Rather than prioritizing audience size, I evaluated whether the creator’s storytelling style could naturally explain product experience and build trust.

Insight Trust is built through explanation.

  • Daily Storyteller
  • Relatable Moments
  • Community Connection
  • Lifestyle First

Liv — Beauty Creator

Expertise · Aesthetic · Influential

Choosing Authenticity over Perfection

Depending on the product, authentic and conversational creators often generated stronger persuasion than highly polished content.

Insight Authenticity creates emotional closeness.

  • Beauty Expertise
  • Product Knowledge
  • Visual Aesthetic
  • High Engagement

The workflow stayed consistent. The strategy behind creator selection changed.

From strategy to execution

From Strategy to Execution

One anonymized creator collaboration, traced from the first research note to the final published post.

01

Creator Pipeline

Research → first action
MarketStatusNext step
USOutreachFollow up
UKReviewingprofile note
AUGift sentTrack parcel
CAShortlistedProduct match
follow up ↗ In progress
02

Representative Creator Brief

Version 02 · Internal Copy

Recreated from my internship workflow.
Commercial information has been anonymized.

Creator Profile

Office lifestyle creator

Women 21–35

English-speaking audience

Morning routine

Soft professional beauty

Lifestyle-first storytelling

Campaign Objective

Introduce the product naturally inside an authentic daily routine instead of making the product become the entire story.

Keep this natural.

Content Direction

  • Start with a relatable morning moment
  • Build routine before introducing the product
  • Demonstrate naturally
  • Finish with an emotional lifestyle moment

Key Product Messages

Dual-ended Precision

A full-size brush creates volume while the detail brush reaches inner corners and lower lashes with precision.

24H Lift & Hold

Waterproof, smudge-resistant formula keeps lashes lifted and defined throughout the day.

Vitamin E Infused

Infused with Vitamin E to help condition lashes while providing lightweight, comfortable wear.

Natural Definition

Separates and lengthens lashes for an effortless everyday look without clumping.

“Defined. Lifted. Effortlessly natural.”

Suggested Story Flow

  1. Hook
  2. Morning Routine
  3. Natural Product Appearance
  4. Close-up Demonstration
  5. Lifestyle Ending

Key Messaging

Beauty belongs inside real life.

People trust routines more than advertisements.

Identity communicates more than product features.

Creator Notes

  • Natural lighting
  • Minimal filters
  • Product clearly visible
  • Conversational storytelling
  • Authentic daily routine
  • Avoid scripted advertising language
  • Show confidence instead of selling
over-produced

Deliverables

1 TikTok or Instagram Reel

30–45 seconds

Organic storytelling

Review Checklist

  • Lifestyle alignment
  • Story clarity
  • Product visibility
  • Audience fit
  • Brand consistency
  • Creator authenticity

Planning Storyboard

Frame 01Hook
Frame 02Morning Routine
Frame 03Product Demo
Frame 04Final Look
Approved ✓ Review Complete Creator approved Ready for shipment
03

Content Review

Reading the story frame by frame
Strong hookKeep this cut
✓ Approved
Opening moment establishes the routine before the product appears.
Natural product placementAuthentic
✓ Approved
The product enters as part of the workday rather than interrupting it.
Good close-upNeeds brighter lighting
↺ Revise
Demonstration is clear; exposure needs adjustment before approval.
Lifestyle endingConfidence reads clearly
✓ Approved
The final frame returns to identity and closes the story naturally.
Approved
04

Outreach Email

Clear, personal, easy to answer
Sent
waiting reply
05

Workflow

One connected system from discovery to learning
  1. Research
  2. Evaluation
  3. Outreach
  4. Product Match
  5. Shipping
  6. Affiliate
  7. Publishing
  8. Review
06

Reflection

Field note
“I realized successful creator marketing isn’t about finding the biggest audience.

It’s about finding someone whose daily life already makes the product believable.”
remember this

Illustrative layouts only. Names, emails, addresses, tracking numbers, discount codes, account details, and commercial data are omitted or represented with anonymized placeholders.

Reducing friction across the workflow

  • Structured daily work around operational priorities and creator sourcing.
  • Built platform-specific communication templates.
  • Optimized outreach messaging by introducing collaboration flexibility.
  • Built a creator reference library organized by product and platform.
  • Added platform-specific ad-code onboarding instructions.
Observed Outcome

Creator response rate increased from approximately 19% to 26% after refining creator targeting and outreach communication.

Overhead creator-partnership operations desk with an actively used notebook, collaboration tracker, email and shipping status interface, shipping labels, communication memo, affiliate checklist, product-matching sheet, package tracking slip, calendar, and working stationery
Field Note · Daily Operations
Field NoteDaily Operations

Morning

  1. ✓
  2. ✓
  3. ↺
  4. →

Afternoon

  1. ↺
  2. ✓
  3. ✓
  4. →
  5. ✓
Priority first Waiting for approval Template reused Batch tasks End of day review
Inbox→Planning→Outreach→Shipment→Review

By the numbers

By the Numbers

3,500+ researched→566 outreach→147 replies→26% response rate
3500+Creators Researched
566Outreach Emails
147Creator Replies
26%Response Rate
170+Creator Partnership Workflows
98Affiliate Invitations
45+PR Packages
120+Videos Reviewed
4English-speaking MarketsUS · Canada · UK · Australia
3PlatformsTikTok · Instagram · YouTube
JOOCYEE red-toned editorial collage featuring blush, eye makeup, glossy lips, and suspended product packaging
Romantic red · product mood and visual identity

Commercial sales data has been intentionally omitted to protect confidentiality.

Content analysis

Different Products Need Different Creator Strengths

Visual-first Creator

Creator introducing the lip product
Attention
Product texture swatch
Texture
Creator applying the product
Application
Final makeup result
Result
Highlight
  • Product
  • Texture
  • Final Look
Best For
  • Lip Products
  • Eyeshadow
  • Highlighter

Educational Creator

Creator opens with a close-up of the eyeshadow stick
Hook
Creator explains the product texture and dual-ended format
Product Explanation
Creator demonstrates application around the eye
Application
Creator shows the final highlighted eye result
Final Result
Highlight
  • Product Explanation
  • Demonstration
  • Technique
Best For
  • Eyeshadow Stick
  • Highlight Stick
  • Technique-driven Products

Representative frames from publicly available creator content, shown for portfolio analysis and commentary. All visual content remains the property of its original creator.

Field Observation

Video Flow Comparison

Visual-first Creator

  1. Hook→Visual Attention
  2. Texture→Product Beauty
  3. Application→Minimal Explanation
  4. Result→Lifestyle Aspiration

Educational Creator

  1. Hook→Curiosity
  2. Explanation→Product Knowledge
  3. Application→Technique Demonstration
  4. Result→Purchase Confidence

Reflection

I stopped asking who makes beauty content.
I started asking who people already trust.

Influencer marketing is not a collection of isolated tasks. It is a connected system of consumer insight, strategic judgment, relationship management, fulfillment, and continuous learning. Every creator followed the same operational workflow, but every creator required a different marketing decision. I learned that successful creator marketing begins long before the first email—it begins with understanding who the customer already trusts and who she hopes to become.

Close-up editorial image of glossy sparkling pink lips with the words Simple yet chic
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