Attention as Stewardship, Trending Hashtag Before “Influencers” Existed

Mega IIN Conference

Principle: Attention is not something you chase. It’s something you steward.

The Situation

At the Institute for Integrative Nutrition, the annual Mega Conference needed broader digital visibility and deeper online engagement.

This was before influencer marketing was mainstream. Organic social amplification required strategy, not spend.

The Challenge

• Expand event reach

• Increase online engagement

• Convert attention into measurable traction

The Strategy

Instead of pushing content outward indiscriminately, I identified and activated VIP bloggers as strategic amplifiers — long before influencer strategy was formalized.

• Curated influential voices aligned with the brand

• Equipped them with intentional messaging

• Coordinated timing and amplification

• Built a narrative moment around the event

The result wasn’t noise — it was concentration.

The Outcome

• Campaign achieved trending status on Twitter (Karen Childers)

• Expanded reach across multiple audience segments

• Increased visibility, traffic, and registrations

• Strengthened community engagement beyond the event window

Why It Matters

Attention is finite. When concentrated strategically, it multiplies impact.

This campaign demonstrated early mastery of what is now called influencer strategy — but executed through stewardship, not spectacle.

Let’s Build Something That Lasts

If your brand, narrative, or digital presence feels misaligned, we should talk.

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