Parks Canada Shop’s social media accounts were mainly landscape imagery, like Parks Canada Agency social media accounts and the websites had limited product photography. I identified a need to develop an Influencer program to help tell a cohesive brand story on a limited marketing budget. I collaborated with a co-worker to develop Influencer contracts, guidelines and a program. Our objectives were to use the program to obtain aspirational imagery that would relate to our target market, as well as increase brand awareness. I developed relationships with the Influencers. I gave creative direction and coordinated with them to develop and deliver photographs for marketing campaigns, and catalogues. The Influencer program helped develop a cohesive brand identity, increased brand awareness, and reduced the need to coordinate in-house photo shoots, impacting the bottom line.