Candice Warltier, CEO & Founding Partner of CS-Effect, recently appeared on The Association Insights Podcast, powered by OnWrd & UpWrd, to discuss how associations can use influencer marketing to build trust, combat misinformation, and connect with new audiences.
In her conversation with host Colleen Gallagher, Candice shared how associations can move beyond traditional communications by partnering with trusted voices who can help deliver credible, science-based information. Drawing from CS-Effect's award-winning campaign with the American Association of Endodontists (AAE), she explained how collaborating with physicians, pediatricians, and healthcare content creators helped address common misconceptions about root canals while reaching audiences in an authentic and meaningful way.
The discussion also explores:
Why influencer marketing has become a valuable strategy for associations.
The importance of carefully vetting creators for credibility, audience alignment, and authenticity.
Why providing messaging guidance—not rigid scripts—leads to more genuine content.
How to measure success through meaningful engagement, education, and audience action rather than impressions alone.
As misinformation continues to shape public perception across industries, associations have a unique opportunity to become trusted sources of information by working with credible voices that audiences already know and trust.
Listen to the full episode to hear Candice's insights on how thoughtful influencer partnerships can help associations expand their reach, strengthen credibility, and educate their communities.