Inside ClickDo’s Lifestyle Brand Collaboration: How I Supported Fernando Raymond’s Creator Campaign with Mother Root

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At ClickDo, Fernando and I are constantly experimenting and monitoring how short-form video is reshaping digital marketing. In my role as CMO and content creator, I focus heavily on expanding our content planning, creation, and distribution strategies to ensure every campaign we run feels authentic, highly engaging, and conversion-focused.

Short-form formats like Instagram Reels and Facebook, and YouTube Shorts are currently the fastest way to capture attention—provided the content feels authentic for the platform rather than like a forced, scripted ad.

That exact principle guided our recent collaboration with Mother Root, a premium alcohol-free aperitif brand. When they approached our CEO, Fernando Raymond, to explore a social-first partnership, I stepped in to support the content workflow plan, recording, and executing across our selected channels.

How I Supported the Campaign Strategy

To take the initial idea from concept to high-performing video assets, I worked on a streamlined, multi-step execution process with Fernando:

  • Concept & Content Planning: We worked directly with the Mother Root team to map out a series of Reels-style videos. Instead of direct product pushes, we framed the narrative around real remote-working routines—showing how Mother Root fits into a balanced, productive workday. We reviewed their brand guidelines, aligned on messaging, and planned the content hooks for maximum viewer retention.
  • Creator-Led Storytelling: We wanted the content to feel personal and believable. I co-starred in the campaign alongside Fernando, showing how we both integrate the drink into our daily work routines in separate videos. This creator-first approach kept the tone credible, relatable, and scroll-stopping for our audience of digital nomads and remote workers.
  • Production, Editing & Distribution: We oversaw the technical side of the content lifecycle—from filming and editing to choosing native audio, writing optimized captions, and sizing aspect ratios specifically for Instagram and Facebook algorithms.
  • Offer Integration & Call-to-Action: To ensure we could measure demand, we integrated Mother Root’s custom discount code (FERNANDO100) directly into the video descriptions, giving viewers an immediate, low-friction next step.

The Campaign Content: Tailored Videos Across Our Channels & Networks

To maximize reach across different audience segments, I helped organize and publish tailored video assets across our personal and professional brand channels:

Fernando Raymond Channels & Videos

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My Channels (Manuela Willbold) Channels & Videos

 

Watch my video in full here: 

 

By cross-posting across both executive and digital creator profiles, we ensured we reached remote professionals, digital nomads, and lifestyle enthusiasts directly on the feeds they check regularly.

3 Core Rules Applied for Short Video Success

When we designed the creative strategy for this brand campaign, we focused on three specific rules that I apply to short-form video:

  1. Real Person + Real Context: Viewers trust people, not faceless logos. Showing how a product fits into my actual workday created instant credibility.
  2. Clear “How It’s Used” Moments: We made sure the video visually demonstrated the product in action so the value proposition was clear within the first few seconds.
  3. Low-Friction Next Steps: Placing the discount code directly in the caption and on-screen made taking action as simple as possible for the viewer.

Campaign Review

Within the first week of publishing, the video series generated hundreds of direct engagements (likes, comments, shares) and thousands of organic views across Facebook and Instagram.

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More importantly, it proved that when content planning is centered on authentic lifestyle integration, short-form video seamlessly bridges the gap between brand awareness and viewer action.

Want to Tap Into Our Media Expertise for Your Next Campaign?

If you are a brand looking to grow through creator-led video and written content, I can help you plan, produce, and distribute campaigns that get targeted niche exposure. From initial concept strategy to filming, editing, and distribution across established UK media channels and networks, I can handle the full content lifecycle. Check out another BTS case study if you’re curious! 

Get in touch with me directly here at info@manuelawillbold.com or book a consultation with me today to discuss how we can bring your brand campaign to life.

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