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Targeted Marketing for Better Results

Targeted Marketing for Better Results

Fashion, Luxury, Shopping, Hair Care, Style, YouTube, Instagram, Product Ads, Millenials, Teen Guys, Teen Girls
21 Feb 2017
by Tess Moujaes

Instrumental finds talent that drives sales. We use our TalentAI technology to identify fast growing online creators and influencers that offer high returns to our media clients and brand partners.

Influencers with subscribers between 10,000 and 350,000 are at prime opportunity to be approached by and work with brands, as they generally have a highly engaged audience, which often means that when brands invest, it leads to a higher return of investment. 

At Instrumental this month we've been monitoring a handful of influencers of this size, who have been enjoying high % subscriber growth over the last 30 days.

This week Instrumental caught up with Gallucks, AKA Joel, and Robin James, two highly talented style vloggers making a substantial name for themselves in a female dominated area.

What inspired you to share your passion for men’s style?
Gallucks - Clothing itself, since I started my blog after college, I've been obsessed with personal style and clothing so I really needed an outlet for that, YouTube has pushed that even further because now I can help others explore their own personal style even more through video content.

Robin James - So many girls were creating really great content on YouTube for a female audience, but no one was really nailing it for the guys. I saw it as an opportunity to explore something I loved (style and grooming) and utilise my full skillset.

What kind of collaborations work best for you?
Gallucks - Collaborations where the brand trusts my creativity, they want to work with me for a reason or my particular way of doing things so when they let me do that, it's great.

Robin James - For me, the best collaborations have to be truly collaborative! I enjoy discussing (face-to-face or on the phone) with the client to fully understand their requirements and measure of success.

From there, I ensure that I’m checking back in with them all the way up to delivery.

What can be the challenges when working with brands?
Gallucks - Like I was saying before, when a brand comes to you wanting something completely different, I love going out of my comfort zone and trying new things but I'm the only one who knows what will work and what wont - I think communication is really important and for a brand to know exactly what they want to get out of the collaboration before even approaching me.

Robin James - I’ve been very lucky in my work with brands. I ensure that we’re communicating throughout - from briefing, signing off on a treatment, delivery, amends and stat reporting - to make the process as easy as possible.

The only time I’ve ever had an issue was when an intermediary agency was involved. I wasn’t allowed access to the client and wasn’t supplied with a complete brief.

Where do you see yourself in 5 years? 
Gallucks - Still doing what I do now but on a much larger scale alongside running my own brand.

Robin James - I love what I do and want to continue doing this. For me, it’s less about ‘Robin James’ and more about ‘Man For Himself’. I want to grow my channel and blog as a destination for men.

From there, who knows where I’ll be… hopefully splitting my time between a remote Scottish cottage, London and New York.

Contact us at for more info on the influencers you're interested in, as well as help sourcing new, fast-growing talent.

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