Terms of Reference-Media Engagement for Influencer-Based Brand Promotion of Kathekhola Mandarin

Terms of Reference (TOR)

Media Engagement for Influencer-Based Brand Promotion of  Kathekhola Mandarin

under “Kathekhola Mandarin Promotion Initiative”

Background

The “Kathekhola Mandarin Promotion Initiative” is being implemented with financial and technical assistance from Heifer Project International Nepal and with the facilitation and coordination support of BYC Baglung. The project aims to enhance the quality of mandarin and mandarin orchard, visibility, market demand, and overall branding of mandarins produced in Kathekhola, Baglung through improved marketing, quality enhancement, and value chain strengthening. As part of this initiative, influencer-based media engagement will be mobilized to reach broader digital audiences and promote the region’s unique mandarin products.

Objective

To engage relevant digital content creators and social media influencers to produce and disseminate high-quality short-form promotional content that enhances the visibility, market reputation, and consumer interest in Kathekhola mandarins.

Scope of Work

The selected influencer(s) will:

1. Develop and publish a minimum of 8 promotional short videos (30–60 seconds) per week for at least 8 consecutive weeks.

2. Create content strictly in short-form formats (reels, shorts, TikToks).

3. Publish content through their own social media platforms, including but not limited to:

• Facebook
• Instagram
• TikTok
• YouTube Shorts

4. Ensure contents are boosted/promoted regularly to achieve wider reach among targeted audiences.

5. Capture and present content closely related to Kathekhola Mandarin, focusing on, but not limited to:

• Market opportunities and price dynamics
• Testimonial of consumer, traders and experts.
• Quality attributes of Kathekhola mandarins
• Farmer stories and production practices
• Historical and cultural identity behind Kathekhola mandarins
• Post-harvest handling, packaging, and uniqueness of local orchards

6. Conduct frequent field visits in Kathekhola as required for authentic content development.

7. Ensure culturally respectful, fact-based, and high-quality messaging aligning with project goals.

Deliverables

The influencer(s) must provide the following:

1. At least 8 short videos over the 8-week engagement period.
2. Evidence of posting on all relevant platforms (screenshots or links).
3. Boosting reports showing audience reach, impressions, and engagement.
4. Raw files of all produced content (upon request).
5. Influencers/ Content creators who can assist in sales and marketing of the mandarin would be helpful.
6. A short completion report summarizing overall engagement performance.

Duration

Total Duration: 8 weeks

Posting Frequency: Minimum 8 short contents per week

Required Qualifications

• Proven experience in social media influencing, content creation, and digital storytelling.
• Strong audience base on major platforms (Facebook, TikTok, Instagram, YouTube).
• Ability to produce visually appealing, engaging, and culturally relevant short-form content.
• Experience working on agriculture, local products, or promotional campaigns preferred.

Branding & Compliance Requirements

• Contents must align with the branding and narrative of the “Kathekhola Mandarin Promotion Initiative”.
• No misleading information or off-topic content should be included.
• All content must maintain ethical standards and respect community values.

Reporting & Supervision

• The influencer(s) will report to BYC Baglung and coordinate with the project communication focal person.
• Periodic review meetings will be held to monitor progress and content alignment.

Payment Modality

Payment terms will be defined based on deliverables, posting frequency, and boosting performance.

2082-4874805

Ref 2512078268