Project Overview

Built an automation environment using Google Sheets and Apps Script — without adopting a separate CRM — to streamline repetitive recruitment and management tasks in Instagram and blog influencer campaigns. Established a formal scoring system that quantifies each influencer's actual contribution, objectifying selection criteria and creating a data-driven campaign management process.

The Challenge

• Operational Overload: Individually emailing and managing dozens of influencer candidates was entirely manual, creating extremely low recruitment efficiency
• Data Fragmentation: Recruitment, selection, guideline delivery, and performance data were scattered across different files, making unified history management impossible
• Subjective Selection: No quantitative metrics existed beyond simple follower counts to evaluate brand awareness or actual conversion contribution

Strategy / Solution

1. Performance Scoring System: Designed a spreadsheet-based model combining channel influence and historical performance data to quantify weighted scores (Branding/DB scores), data-driving the selection criteria.
2. Apps Script Email Automation:
   • Bulk Sending System: Implemented personalized recruitment email mass delivery through Apps Script based on spreadsheet contact lists.
   • Read Tracking & Status Management: Designed real-time email open tracking reflected in the sheet, enabling immediate follow-up management for non-responders.
3. Campaign Process Standardization: Created detailed brand guidelines and automated the distribution process to ensure influencer brand tone compliance.

"The core of marketing engineering isn't grand solutions — it's adding technology (Script) to everyday tools (Spreadsheet) to solve immediate bottlenecks and change the numbers."

Execution

• Tech Stack: Google Sheets, Google Apps Script
• Key Activities: Influencer pool management sheet construction, Apps Script email logic development, campaign-specific performance dashboard creation

Results