# TRENDS ON INFLUENCE
## Technical Proposal — Influencer Agency RFP
## LATAM Airlines Group | May 2026

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**Confidential** — Prepared exclusively for LATAM Airlines Group S.A.

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# TABLE OF CONTENTS

1. The Company
2. Value Proposition
3. International Operations
4. Proprietary Technology
5. Methodology: Influence OS
6. Operational Model
7. Creator & Influencer Management
8. Measurement, Intelligence & Reporting
9. Travel & Events Management
10. Brand Safety & Compliance
11. Reference Cases
12. Team & Structure
13. Market Coverage

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# 1. THE COMPANY

## 1.1 Overview

Trends On Influence is a technology company built for influencer marketing at scale. Founded in Brazil, we manage campaigns across multiple Latin American markets, the United States, and Europe, combining artificial intelligence, proprietary data tools, and a full-service operating model designed for global brands.

We are not a traditional influencer agency. We are a team that builds influence ecosystems: we source, manage, measure, and optimize relationships between brands and content creators at scale, powered by proprietary technology and documented processes.

## 1.2 Four Pillars

Our operation rests on four integrated pillars:

### Pillar 1 — Trend Hunting
AI-driven trend detection that enables brands to create relevant content at precisely the right moment. We monitor emerging formats, cultural narratives, and audience movements in real time.

### Pillar 2 — Intelligence
Proprietary tools that support every stage of the influence operation: from creator identification through results measurement. Four internally developed technologies (detailed in Section 4).

### Pillar 3 — Management
End-to-end campaign management. The brand participates only at approval milestones. Everything else — curation, contracting, briefing, production, monitoring, payments, reporting — is our team's responsibility.

### Pillar 4 — Data
Deep analytics, performance studies, full investment transparency, and reports that drive decisions, not just metrics. Every dollar invested is traceable, every result is benchmarkable.

## 1.3 Services

### Branding & Awareness
Influencer campaigns designed for brand positioning, awareness, and consideration. Integrated strategy with editorial calendars, audience-affinity profiling, and impact measurement.

### Performance & Conversion
Campaigns oriented toward measurable outcomes: traffic, leads, sales, registrations. Creators selected for conversion capability, content optimized for action, full tracking deployed.

### UGC (User Generated Content)
Content produced by real users — not traditional influencers — to fuel a brand's owned channels and paid media campaigns. Scaled production with controlled quality.

### Events & Experiences
End-to-end coordination of creator experiences: trips, events, launches, on-site coverage. Includes logistics, on-the-ground management, in-situ content production, and deliverables management.

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# 2. VALUE PROPOSITION

## 2.1 Our Thesis for LATAM Airlines

LATAM Airlines operates in a uniquely complex influence ecosystem: multiple markets with distinct cultures, multiple internal teams (Branding, Growth, Loyalty, LATAM Pass), multiple simultaneous objectives (awareness, sales, loyalty), and a critical need for global brand consistency with local relevance.

What LATAM needs is not more influencers. It is **the structure to operate influence as a strategic asset at continental scale**.

Our proposal is built on three axes:

### Axis 1 — Centralized Operations with Local Execution
A coordinated model where global strategy is designed and governed centrally, while each market receives localized curation, native creators, and content adapted to its cultural, regulatory, and audience context.

### Axis 2 — Technology as an Operational Differentiator
Four proprietary tools that transform data into decisions: cross-creator audience overlap, performance benchmarking, real-time monitoring, and intelligent curation. We do not report metrics at month-end — we operate with real-time intelligence.

### Axis 3 — Genuine Full-Service
The brand approves. We execute everything else. From identifying the ideal creator to reconciling the final payment — including contracting, briefing, production, supervision, publication, and measurement.

## 2.2 What Sets Us Apart

| Differentiator | Detail |
|---|---|
| Proprietary technology | 4 tools unique to the market (overlap, comparator, dashboard, AI curation) |
| Proven multinational operations | 6+ countries, 30+ creators, simultaneous coordinated campaigns |
| Full-service without a closed roster | Open market = best fit; we never push a captive talent pool |
| Real-time data | Customizable dashboard with sentiment analysis, social listening, word cloud |
| Documented process | 29-step E2E flow with defined SLAs and RACI matrix |
| Scale without sacrificing quality | Replicable methodology for every new market |

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# 3. INTERNATIONAL OPERATIONS

## 3.1 Multinational Experience

Our international operation is not theoretical. Over the past two years, we have managed simultaneous campaigns across multiple Latin American countries and the United States for one of the world's largest industrial brands.

**Proven capabilities:**

- Coordination of simultaneous publications across 6+ countries (same day, same hour)
- Creator curation by market, region, niche, and audience type
- International logistics management: creator travel to events in the United States and Latin America
- Contracts across multiple jurisdictions and currencies
- Content adaptation to local cultural contexts while maintaining global brand consistency
- On-site support at international events

## 3.2 Market Coverage

| Market | Operational Capability | Billing |
|---|---|---|
| **Brazil** | Full operations, headquarters | Direct billing (BRL) |
| **Chile** | Full operations | Direct or via local partner (CLP) |
| **Colombia** | Full operations | Direct or via local partner (COP) |
| **Peru** | Full operations | Direct or via local partner (PEN) |
| **Argentina** | Full operations | Direct or via local partner (ARS) |
| **Mexico** | Full operations | Direct or via local partner (MXN) |
| **United States** | Full operations | Direct or via local partner (USD) |
| **European Union** | Operational capability via partner network | Via local partner (EUR) |
| **Ecuador** | Operational capability | Via local partner (USD) |
| **Australia** | Operational capability via partner network | Via local partner (AUD) |

**Note:** In markets where we operate via a local partner, Trends On Influence retains full strategic, operational, and quality control. The partner serves exclusively as a billing vehicle and local logistics support. We are open to evaluating the optimal contracting structure for each market on a case-by-case basis with LATAM.

## 3.3 Multi-Market Coordination Model

```
                    GLOBAL STRATEGY
                   (Trends On Influence)
                          |
            +-------------+-------------+
            |             |             |
      LATAM CCEE    Growth Team    Loyalty Team
            |             |             |
    +-------+-------+    |       +-----+-----+
    |   |   |   |   |    |       |     |     |
   BR  CL  CO  PE  AR   MX     PASS  EC   USA
```

**Central cell:** Senior team that leads global strategy, defines guidelines, manages technology, and delivers consolidated reporting.

**Local cells:** Dedicated teams by market (or market cluster) that execute local curation, manage native creators, adapt content, and provide on-the-ground coordination.

**Interaction with LATAM:** We adapt to LATAM's existing structure — a centralized corporate CCEE team in Chile, local squads by country, and Growth, Loyalty, and LATAM Pass teams as additional stakeholders.

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# 4. PROPRIETARY TECHNOLOGY

This section details the four tools developed internally by Trends On Influence. These technologies are in production and powering active campaigns today. They are not roadmap items or future development commitments.

## 4.1 Intelligent Two-Stage Curation

### Stage 1 — Artificial Intelligence
Our proprietary tool analyzes the creator universe based on:
- Briefing keywords and segment parameters
- Content niche and vertical
- Audience type and composition (demographics, geography, interests)
- Performance metrics (true reach, engagement, growth trajectory)
- Absence of conflicts with competing brands
- Alignment with brand values and positioning

**Output:** An automated longlist of 20-50 profiles ranked by relevance.

### Stage 2 — Expert Human Validation
A team of curation specialists reviews each profile against:
- Governance criteria defined with the client
- Campaign history and public positioning
- Verification of competitor involvement
- Audience authenticity assessment (detection of purchased followers)
- Reputational risk (political positioning, conduct, crises)

**Output:** A shortlist of 3-5 profiles with analytical data, rationale, and recommendation.

### Why We Do Not Maintain a Proprietary Roster (and Why That Is Better)

Agencies with proprietary rosters need to "push" their talent to monetize the pool. We operate in the **open market**: every briefing receives optimal curation, free of roster bias. The result is always the best fit — not simply the creator who happens to be "available."

**Evidence:** For a multinational client, we identify on a monthly basis heavy machinery operators who own brand-specific equipment, segmented by region and agricultural specialization. For LATAM Airlines, this same level of specificity would apply to sourcing frequent flyers, travel experience creators, aviation journalists, destination-specific lifestyle creators, and local micro-creators in every market.

## 4.2 Cross-Audience Analysis (Overlap Analysis)

**Unique in the market.** A proprietary tool that identifies follower overlap between creators in an active campaign squad.

### Use cases:
- **Maximize reach:** If two creators share 40% audience overlap, activating both in the same campaign reduces effective reach. The tool enables substitution or rescheduling.
- **Intentional retargeting:** When the objective is message reinforcement, high overlap is desirable. The tool enables calibration.
- **Investment optimization:** Avoid paying for duplicated audience. In multinational campaigns with multiple creators, the potential savings range from 15-25% of the creator budget.

### Application for LATAM Airlines:
With creators active in 9 markets, the risk of audience overlap is significant — particularly in adjacent markets (Chile-Peru, Colombia-Ecuador, Brazil-Argentina). Our tool enables optimized investment distribution by market and by creator.

## 4.3 Publication Comparator Algorithm (Publi Comparator)

A proprietary tool that benchmarks sponsored content performance across two dimensions:

### Dimension 1 — Creator vs. Own Historical Performance
Compares the brand post's performance against the creator's average performance across other posts (both organic and for other brands). It answers: "Does this creator perform better or worse when working with our brand?"

### Dimension 2 — Brand vs. Competitors
Compares the performance of LATAM's creators against creators activated by competing airlines. It answers: "Do our creators outperform the competition's?"

### Decisions it enables:
- **Retain:** Creator performs at or above their average with LATAM
- **Scale:** Creator significantly outperforms — increase frequency or format investment
- **Replace:** Creator consistently underperforms — rotate out
- **Benchmark:** LATAM outperforms competitors — validate strategy

## 4.4 Real-Time Monitoring Panel (Campaign Command Center)

A fully customizable dashboard that operates as the campaign command center.

### Capabilities:

**Real-time monitoring:**
- Individual creator performance (reach, views, engagement, shares, saves, comments)
- Consolidated performance by campaign, market, team, or time period
- Automated anomaly alerts (performance drops, negative sentiment spikes)

**Sentiment analysis:**
- Automatic comment categorization: praise, inquiry, complaint, neutral
- Net sentiment by post, creator, campaign, or market
- Early detection of reputational crises

**Social listening:**
- Word cloud across all posts and comments
- Detection of emerging topics and organic narratives
- Insights for LATAM's own content strategy

**Customizable views:**
- Overview: consolidated metrics, trends, alerts
- Individual: per-creator performance with history and fit score
- Comparative: ranking and side-by-side creator comparison
- Market: performance segmented by country
- Competitive: benchmark vs. competing airlines

**Integration:**
- Compatible with Google Analytics and Meta Platforms (tools LATAM already uses)
- Exportable in standard formats for integration with LATAM's internal dashboards

## 4.5 Operational Management Platform

In addition to the analytical tools, we operate with a proprietary campaign management platform that includes:

- **Creator management:** Centralized database with profiles, contracts, campaign history, cumulative performance, and documentation
- **Campaign workflow:** Digital approval flow with statuses, assignments, and automated SLAs
- **Financial management:** Payment tracking, invoicing, and reconciliation by campaign and market
- **Role-based access control:** Differentiated access levels for agency team, brand team, creators, and administrators
- **Audit trail:** Complete log of all actions, approvals, and changes

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# 5. METHODOLOGY: INFLUENCE OS

## 5.1 The Influence Operating System

Influence OS is our proprietary methodology for managing influence as an integrated system, not a series of isolated campaigns. It consists of five interconnected pillars:

### Pillar 1 — Strategy & Planning
- Annual planning aligned to LATAM's commercial, product, and brand calendar
- Activation map by creator profile x destination x seasonality x requesting team
- Quarterly route reviews based on performance data
- Adaptation of the global strategy to each local market

### Pillar 2 — Creator Ecosystem
- Creator pool selected by fit, qualified audience, and recurrence potential
- Tiered distribution with distinct roles (ambassadors, campaign-specific, specialists)
- Intelligent rotation based on performance data and overlap analysis
- Continuous scouting for new profiles by market and niche

### Pillar 3 — Centralized Operations
- Dedicated team as LATAM's single point of contact
- End-to-end process: briefing > curation > contract > execution > approval > publication > monitoring
- SLAs defined by stage
- Complete financial management (payments, invoicing, reconciliation)

### Pillar 4 — Governance & Compliance
- Pre-selection vetting (competitors, conduct, authentic audience, reputational risk)
- Standardized contracts with exclusivity, image rights, morals clause, and usage terms
- Reputational crisis protocol
- Compliance with identified advertising regulations in each market

### Pillar 5 — Intelligence & Measurement
- Real-time indicator panel (customizable)
- Audience overlap analysis
- Publication comparator
- Sentiment analysis and social listening
- Campaign-level, monthly, and semi-annual reports with optimization recommendations

## 5.2 Influence OS Applied to LATAM Airlines

| Pillar | LATAM Application |
|---|---|
| Strategy | Activation calendar aligned to travel seasons, Black Friday, marquee campaigns (Vina, Rock in Rio, Cordillera), route launches, loyalty programs |
| Ecosystem | Recurring ambassadors by niche (Traveler, Lifestyle, Premium, Journalist, Gastronomy, Adventure) + campaign-specific creators + one-off activations |
| Operations | Central cell + local cells per market, interaction with CCEE + Growth + Loyalty + LATAM Pass |
| Governance | Exclusivity in airline, banking, retail, and OTA categories. Cooling-off period of 4-6 months. Market-specific compliance |
| Intelligence | First Choice (views, impressions, saves, shares) + Closeness (ER, interactions, comments, brand health) — LATAM's proprietary KPIs |

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# 6. OPERATIONAL MODEL

## 6.1 Operating Principle

> **"The brand approves. We execute everything else."**

LATAM participates at three approval gates: influencer selection, script, and final content. The remaining 26+ steps are the responsibility of the dedicated Trends On Influence team.

## 6.2 End-to-End Flow

### Phase 1 — Planning
1. Briefing received from the requesting LATAM team (Branding/Growth/Loyalty/LATAM Pass)
2. Strategic analysis: objectives, market, audience, format, timeline
3. Creator proposal aligned to the briefing

### Phase 2 — Curation
4. AI curation (automated longlist by market and niche)
5. Human validation (vetting across 6+ criteria)
6. Shortlist with analytical data and rationale (3-5 profiles)
7. **APPROVAL GATE 1: Influencer selection (LATAM)**

### Phase 3 — Contracting
8. Negotiation (scope, pricing, timelines, exclusivity, rights)
9. Contract execution (exclusivity, image rights, morals clause, usage terms)
10. Creator onboarding (brand values, LATAM guidelines, Brandbook)

### Phase 4 — Execution
11. Detailed creative briefing
12. Script/concept production (creator)
13. Internal review (Trends On Influence team)
14. **APPROVAL GATE 2: Script (LATAM)**
15. Content production (creator + team support)
16. Content review (script adherence + brand safety)
17. **APPROVAL GATE 3: Final content (LATAM)**
18. Publication per scheduled timeline
19. Coordination with media agency for amplification (if applicable)

### Phase 5 — Monitoring & Optimization
20. Real-time monitoring (Campaign Command Center)
21. Sentiment analysis
22. Per-activation report (5 business days post-publication)
23. Monthly consolidated report
24. Monthly benchmark and trend analysis
25. Optimization recommendations

### Phase 6 — Financial Management
26. Creator payment processing
27. Invoice management and tax documentation (by market)
28. Monthly financial report
29. Budget reconciliation

## 6.3 SLAs

| Activity | SLA | Responsible |
|---|---|---|
| Briefing receipt and analysis | 2 business days | Trends On Influence |
| Full curation (longlist to shortlist) | 5 business days | Trends On Influence |
| Negotiation + contract | 7 business days | Trends On Influence |
| Creator onboarding | 2 business days | Trends On Influence |
| Creative briefing | 2 business days | Trends On Influence |
| Script production (creator) | 5 business days | Creator |
| Internal script review | 1 business day | Trends On Influence |
| Content production | 5-7 business days | Creator |
| Content review | 1 business day | Trends On Influence |
| Post-approval publication | Per schedule (max 3 days) | Creator + Trends |
| Per-activation report | 5 business days post-publication | Trends On Influence |
| Monthly report | 10th of the following month | Trends On Influence |

**Total SLA (briefing to publication):** 12 business days for creators in the active pool — aligned to LATAM's operational timeline.

## 6.4 Whitelisting & Media Agency Coordination

In accordance with LATAM's requirements, our team will facilitate:

- Creator account access for amplification via LATAM's Business Manager
- Direct coordination with the media agency executing paid promotion
- Delivery of content in formats optimized for each platform (Meta, TikTok)
- Technical support for whitelisting/creator licensing configuration

## 6.5 Governance & Rituals

| Meeting | Frequency | Duration | Objective |
|---|---|---|---|
| Quarterly kickoff | 4x/year | 1h30 | Strategic alignment, calendar planning, priorities |
| Active campaign status | Weekly | 30 min | Operational status, pending approvals, alerts |
| Performance review | Per campaign | 45 min | Results, insights, recommendations |
| Trend benchmark | Monthly | 1h | Market trends, opportunities, competitive benchmark |
| War room | On demand | Variable | Reputational crisis or high-complexity situations |

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# 7. CREATOR & INFLUENCER MANAGEMENT

## 7.1 Selection Philosophy

We do not maintain a closed roster. We operate in the open market.

This means every briefing receives a fresh curation, free of roster bias. If LATAM needs a premium travel creator in Chile, a gastronomy nano-influencer in Peru, or an aviation journalist in Colombia, we find them — we never push whoever happens to be "available."

## 7.2 Ecosystem Model

### Recurring Ambassadors (Always-On)
- Creators with an ongoing relationship with LATAM
- Regular activations throughout the year
- Deep brand affinity, thorough knowledge of values and guidelines
- Exclusivity in airline, banking, retail, and OTA categories
- Tiered by niche: Diversity, Traveler, Journalist, Actor/Entertainer, Lifestyle, Premium/Business, Gastronomy, Adventure

### Campaign-Specific Creators
- Profiles selected for specific fit with each campaign
- Rotation by market and niche as needs evolve
- Semi-recurrence based on performance

### Special Activations
- Creators for strategic moments: events (Festival de Vina, Rock in Rio, Cordillera, Peru Mucho Gusto), route launches, Black Friday campaigns
- High-impact or hyper-specific profiles tailored to the moment

### UGC Pool (if applicable)
- Content creators producing material for LATAM's owned channels
- Scaled production with controlled quality

## 7.3 Creator Profiles for LATAM Airlines

| Profile | Strategic Role | Primary Platforms | Key KPIs |
|---|---|---|---|
| Traveler | Travel experiences, destinations, storytelling | Instagram, TikTok, YouTube | Views, engagement, shares |
| Lifestyle / Premium | Premium experiences, business class, lounges | Instagram, YouTube, LinkedIn | Qualified reach, sentiment |
| Journalist / Media | Editorial coverage, credibility, amplification | YouTube, Instagram, Podcast | Reach, mentions, CTR |
| Gastronomy / Food | Culinary experiences at destinations | Instagram, TikTok | Engagement, saves, shares |
| Adventure / Outdoor | Adventure destinations, active tourism | YouTube, TikTok, Instagram | Views, engagement, virality |
| Family | Family travel, tips, family-friendly destinations | Instagram, YouTube | Engagement, saves, shares |
| Cultural / Local | Destination cultural identity, hyper-local | Instagram, TikTok | Local engagement, authenticity |
| Business / Corporate | Business travel, productivity, premium | LinkedIn, Instagram | Corporate reach, CTR |
| Micro-Local by Market | Native creators with hyper-segmented local audiences | Instagram, TikTok | Local reach, engagement |

## 7.4 Selection Criteria

### Mandatory Criteria (eliminatory):
1. No involvement with competing airlines in the past 4-6 months
2. No involvement with conflicting OTAs, banks, or retailers
3. Qualified audience (minimum 60% real, relevant followers)
4. Alignment with LATAM's brand values and personality
5. Conduct compliance (no positions that could harm brand image)

### Prioritization Criteria:
- Fit with the campaign briefing and objectives
- Quality of engagement (rate vs. niche average)
- Genuine affinity with travel and experiences
- Audience coverage in the target market
- Production quality
- Recurrence potential
- Actual use of LATAM services (preference for loyalty program members, Elite Gold or higher)

## 7.5 Exclusivity Management

In accordance with LATAM's requirements:

**Mandatory exclusivity:** Airlines, travel/OTAs
**Cooling-off period:** Minimum 4-6 months with no association with competing brands prior to LATAM activation
**Verification:** Pre-curation analysis of publication history + contractual declaration from the creator
**Brand colors:** The creator must not use competitor brand colors in LATAM content
**Brand alignment:** Content must align with LATAM's values, personality, and identity. The creator must present themselves as a loyal user committed to the brand.

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# 8. MEASUREMENT, INTELLIGENCE & REPORTING

## 8.1 KPI Framework

Our framework is aligned to LATAM's baseline parameters:

### First Choice (Awareness & Preference)
| KPI | Source | Frequency |
|---|---|---|
| Video views (3s+) | Platform + panel | Real-time |
| Impressions | Platform | Real-time |
| Saves | Platform | Real-time |
| Shares | Platform | Real-time |
| True reach (unique accounts) | Proprietary panel | Real-time |

### Closeness (Engagement & Brand Health)
| KPI | Source | Frequency |
|---|---|---|
| Engagement rate | Proprietary panel | Real-time |
| Total interactions | Platform | Real-time |
| Qualified comments | Sentiment analysis | Weekly |
| Brand health (net sentiment) | Proprietary panel | Weekly |

### Performance (when applicable)
| KPI | Source | Frequency |
|---|---|---|
| CTR (Click-Through Rate) | Platform + UTM | Real-time |
| VTR (View-Through Rate) | Platform | Real-time |
| Clicks | Platform + UTM | Real-time |
| Leads / Conversions | Google Analytics | Per campaign |

### Efficiency
| KPI | Source | Frequency |
|---|---|---|
| CPV (Cost Per View) | Proprietary panel | Per campaign |
| CPE (Cost Per Engagement) | Proprietary panel | Per campaign |
| CPM (Cost Per Thousand) | Proprietary panel | Per campaign |

## 8.2 Campaign Command Center (Dashboard)

Our real-time monitoring panel offers five customizable views:

**View 1 — Global Overview:**
Total activations, reach, views, engagement, CPV/CPE, net sentiment, word cloud. Filterable by market, team, and time period.

**View 2 — Individual Performance:**
Per-post metrics, creator history, fit score (LATAM performance vs. creator average), classification (retain / scale / rotate).

**View 3 — Creator Comparison:**
Ranking by selected KPI, side-by-side comparison, audience overlap between creators.

**View 4 — Market View:**
Performance segmented by country: Brazil, Chile, Colombia, Peru, Argentina, Mexico, USA. Cross-market comparison.

**View 5 — Competitive Benchmark:**
Performance of LATAM's creators vs. competing airline creators (where data is publicly available). Influence Share of Voice.

## 8.3 Reports

| Report | Cadence | Content |
|---|---|---|
| Flash report | 5 days post-publication | Performance vs. expectation, alerts, sentiment |
| Campaign report | At close of each campaign | Full KPIs, analysis, learnings, recommendations |
| Trend benchmark | Monthly | Market trends, opportunities, competitive benchmark |
| Consolidated report | Semi-annual | ROI, ecosystem health check, strategic recommendations |

## 8.4 Integration

- Compatible with **Google Analytics** and **Meta Platforms** (tools LATAM already uses)
- Trackable UTMs by campaign, creator, market, and format
- Data exportable in standard formats for integration with LATAM's internal dashboards

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# 9. TRAVEL & EVENTS MANAGEMENT

## 9.1 Proven Experience

Travel and events management with creators is a core component of our operation. We have coordinated:

- International creator travel to events in the United States (Las Vegas) and multiple Latin American countries
- Full logistics: flights, accommodation, ground transfers, per diems, scheduling, contingency management
- On-the-ground support as manager/coordinator
- In-situ content production and supervision
- Deliverables management during and after events

## 9.2 Model for LATAM Airlines

### End-to-end coordination:
- Receipt of airline tickets provided by LATAM
- Accommodation, transfers, and per diem management within established caps
- Creator scheduling and agenda coordination throughout the experience
- On-site agency team accompaniment when required
- Supervision of deliverable and commitment fulfillment

### Price Caps (per LATAM guidelines):

| Item | International Maximum (USD) | Domestic Maximum (USD) |
|---|---|---|
| Hotel per night (per person) | 145 | 110 |
| Single transfer | 28 | 28 |
| Per diem | 65 | 40 |

### Contingency Protocol:
- Operations team available for the full duration of the trip
- Coordination with LATAM's contingency team for flight issues
- Management of on-the-ground logistics disruptions (schedule changes, illness, missed connections)
- Reimbursements coordinated per country-assigned budget
- Expenses exceeding caps approved via email with Marketing and Procurement teams

### Insurance:
- Travel and accident insurance arranged for creators per LATAM's requirements
- Insurance integrated into the contracting process for each creator

## 9.3 Reference Events

We have direct experience coordinating creators for large-scale events comparable to those LATAM activates:

- International events with multi-country coverage
- Product launches with creators as featured guests
- Brand experiences with in-situ content production
- Coordination of simultaneous publications from the event

We understand that LATAM has partnered on events such as Festival de Vina, Rock in Rio, Festival Cordillera, Peru Mucho Gusto, and campaigns like LATAM Pass in Chile. Our operational model is specifically designed to manage exactly this type of high-complexity logistical activation.

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# 10. BRAND SAFETY & COMPLIANCE

## 10.1 Pre-Selection Vetting Protocol

Before any creator is presented to LATAM, they undergo our vetting process:

1. **Brand history analysis:** Review of the past 6 months of sponsored content. Automatic disqualification if there is any recent association with competing airlines, OTAs, banks, or conflicting retailers.

2. **Conduct assessment:** Review of public positions, controversies, and unresolved crises. Alignment with LATAM's content topic matrix (applicable, applicable with adaptation, not applicable under any circumstances).

3. **Audience audit:** Verification of follower authenticity (detection of purchased followers), geographic composition, demographics, and interest profiles.

4. **Exclusivity verification:** Direct inquiry with the creator/management regarding active contracts and restrictions. Contractual declaration of absence of conflicts.

## 10.2 Content Compliance

- All influencer content is identified as sponsored advertising per local regulations in each market
- Content pre-approved with LATAM's team before publication (script and final content)
- Alignment with the Brandbook, tone of voice guidelines, and LATAM's Brand Safety guidelines
- Verification that the creator does not use competitor colors or display content that could harm brand image

## 10.3 Image Rights Management

- Rights negotiated on a case-by-case or campaign basis, per LATAM's requirements
- Scope of rights defined for each activation: owned channels, influencer channels, paid amplification
- Duration aligned to the campaign (typically 3 months, extendable to 1 year for key YouTube content)
- Clear contracts with image usage clauses, morals clause, and termination conditions

## 10.4 Reputational Crisis Protocol

### Level 1 — Early Detection
- Real-time sentiment analysis detects anomalies (spike in negative comments, abrupt sentiment shift)
- Automated alert to the management team

### Level 2 — Assessment & Containment
- Risk assessment within a maximum of 4 hours
- If the risk originates with the creator: preventive suspension of pending publications
- Immediate communication to the LATAM team with assessment and recommendation

### Level 3 — Action
- If the risk materializes: activation of a substitute creator (pre-mapped)
- Public narrative management in coordination with LATAM's communications team
- Documented post-mortem with preventive recommendations

## 10.5 Multi-Market Regulatory Compliance

| Market | Key Regulation | Our Approach |
|---|---|---|
| Brazil | CONAR, General Data Protection Law (LGPD) | Advertising identification (#publi), data consent |
| Chile | SERNAC, Consumer Protection Law | Advertising transparency, regulatory compliance |
| Colombia | SIC, Consumer Statute | Identified advertising, disclaimers |
| Peru | INDECOPI | Identified advertising, consumer regulations |
| Mexico | PROFECO, Federal Consumer Protection Law | Identified advertising, compliance |
| USA | FTC Guidelines | #ad disclosure, material connection |
| EU | GDPR, Unfair Commercial Practices Directive | Transparency, data protection, disclosure |

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# 11. REFERENCE CASES

## Case 1: Multinational Operation — Global Industrial Brand (2 Consecutive Years)

**Context:** End-to-end influencer marketing management for one of the world's largest industrial brands, with a presence in 6+ Latin American countries and the United States.

**Scope:**
- 30+ creators managed simultaneously
- Coordinated campaigns across multiple countries with synchronized publications (same day, same hour)
- International events: Las Vegas (USA) with 4 creators from Brazil and Mexico; product events across multiple markets
- Hyper-specific curation: heavy machinery operators who own brand-specific equipment, segmented by region and specialization

**Results:**
- Second consecutive year under contract (renewed on the basis of satisfaction)
- Ambassador program with recurring creators + monthly scouting of new profiles
- International logistics coordination without incident

**Relevance to LATAM:** Demonstrates proven capability to operate multi-country campaigns at scale, coordinating international logistics, multiple creators, and simultaneous publications — precisely what LATAM requires.

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## Case 2: Digital Presence Build — Global Agribusiness Brand

**Context:** Building the brand's TikTok channel from zero, as an existing client.

**Scope:**
- 20+ content creators managed over a 10-month period
- UGC strategy with creator diversity for audience identification
- End-to-end management: curation, contracting, briefing, supervision, reporting

**Results:**
- Channel built from 0 to 30,000+ followers
- Audience profile and content preference identification
- Replicable UGC model for other markets

**Relevance to LATAM:** Demonstrates the ability to build brand presence on emerging platforms with multiple creators, diverse content, and scalability.

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## Case 3: B2B Performance — Employment Platform (2 Consecutive Years)

**Context:** Conversion-oriented influencer marketing campaigns for one of Brazil's largest employment platforms, targeting entrepreneurs and business owners.

**Scope:**
- 15-20 influencers per campaign (micro, mid-tier, and macro)
- Content oriented toward conversion: job posting registrations on the platform
- Direct business metric impact measurement

**Results:**
- **3x the volume of job postings registered** vs. periods without influencer activity
- Second consecutive year under contract
- Direct ROI measurement model implemented and validated

**Relevance to LATAM:** Demonstrates the ability to generate measurable conversion results — not just awareness. When LATAM requires sales-oriented campaigns (which constitute the majority per the briefing Q&A), our methodology is battle-tested.

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## Additional Clients

Beyond the detailed cases above, Trends On Influence has managed campaigns for multiple clients across sectors including:
- Agribusiness (multiple clients)
- Technology
- B2B
- Financial services

Established network of specialized consultants and niche creators across multiple Latin American markets.

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# 12. TEAM & STRUCTURE

## 12.1 Team Model for LATAM

We propose a team with the capability to interact seamlessly with each LATAM cell (Branding, Growth, Loyalty, LATAM Pass), with the seniority and experience to deliver with excellence.

### Proposed Team:

| Role | Responsibility | Dedication |
|---|---|---|
| **Account Director** | Strategic relationship with LATAM, macro vision, governance, escalation | Primary point of contact |
| **Campaign Manager** | Operational management of active campaigns, timelines, SLAs, coordination with local squads | High dedication |
| **Curation Lead** | AI + human curation, vetting, shortlists, overlap analysis by market | Per campaign |
| **Data & Intelligence Analyst** | Dashboard, reports, sentiment, benchmark, trend analysis | Continuous |
| **Creator Relations** | Creator contact, onboarding, support, relationship management, creative briefing | Per campaign |
| **Operations & Finance** | Contracts, payments, invoicing, reconciliation, travel logistics | Continuous |

### Market Scaling:
- For activations in specific markets, we assign local coordinators with market knowledge, native creator networks, and on-the-ground support capability
- The team scales according to active campaign volume — billing is commission-based, not headcount-based

## 12.2 Interaction with LATAM

We adapt to LATAM's structure:

- **CCEE (Corporate, Chile):** Primary interaction with Account Director for cross-cutting strategy
- **Local squads by country:** Interaction with Campaign Manager for local execution
- **Growth, Loyalty, LATAM Pass:** Direct interaction with the appropriate team based on the campaign
- **Media agency:** Coordination for amplification and whitelisting

### Communication Channels:
- Dedicated channel on LATAM's preferred platform (Slack, Teams, etc.)
- Email for formal approvals
- Weekly meetings during active campaigns

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\newpage

# 13. MARKET COVERAGE — SUMMARY

## 13.1 Markets Requested by LATAM vs. Our Coverage

| Market | Operational Coverage | Billing Capability | Creator Network |
|---|---|---|---|
| **Brazil** | Full | Direct | Extensive |
| **Chile** | Full | Direct / partner | Under development |
| **Colombia** | Full | Direct / partner | Established |
| **Peru** | Full | Direct / partner | Established |
| **Argentina** | Full | Direct / partner | Established |
| **Mexico** | Full | Direct / partner | Established |
| **United States** | Full | Direct / partner | Expanding |
| **Ecuador** | Available | Via partner | Under development |
| **European Union** | Available | Via partner | Under development |
| **Australia** | Available | Via partner | Under development |

## 13.2 Proposed Priority Markets (Year 1)

Aligned to the responses provided by the LATAM team in the Q&A:

**Primary focus:** Brazil, Chile, Colombia, Peru, Argentina
**Secondary:** Mexico, United States, Ecuador
**Available on demand:** European Union, Australia

## 13.3 Billing

- Billing in local currency for each country per LATAM's requirements
- Adaptable contract structure: central contract with local execution and billing where applicable
- Case-by-case evaluation with LATAM's Procurement team to define the optimal structure per market

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# CLOSING

Trends On Influence is not an influencer agency. It is a technology company that operates influence ecosystems at scale.

For LATAM Airlines, this means:

- **Technology** that converts data into real-time decisions
- **Operations** that function across 6+ countries simultaneously and in coordination
- **Methodology** documented across 29 steps, with SLAs and clear governance
- **Curation** that finds the exact right creator for every briefing, free of roster bias
- **Measurement** aligned to LATAM's KPIs (First Choice + Closeness) with a customizable dashboard
- **Experience** proven in multinational campaigns, international events, and conversion-driven results

We are prepared to build the influence ecosystem that LATAM Airlines needs to compete and win in every market.

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*Confidential document prepared by Trends On Influence for LATAM Airlines Group S.A.*
*May 2026*