Creator
Creator Campaigns Designed Around Commercial Outcomes
Creator marketing works when the selection criteria match the commercial objective. We build creator programmes around audience fit and demonstrated conversion behaviour, not follower counts, and we structure briefs so creators keep the voice their audience responds to.
The problem we usually find
- Creators are selected on reach, so campaigns reach large audiences with no purchase intent.
- Over-scripted briefs produce content that underperforms the creator's organic posts.
- One-off activations never accumulate into a repeatable creator base.
- Results are reported in views and likes with no link to traffic or orders.
How we approach it
- Shortlist creators on audience geography, category affinity, comment quality and past commerce content.
- Write briefs that fix the message and the claims, and leave format and delivery to the creator.
- Run always-on creator cohorts alongside launch bursts so learning carries forward.
- Track each creator with dedicated links or codes so contribution is measurable.
What's included
- Creator strategy and audience mapping
- Creator discovery, vetting and recruitment
- Commercial negotiation and contracting
- Briefing, content review and usage rights
- Campaign management and delivery tracking
- Whitelisting and paid amplification of top content
- Performance reporting by creator and content variant
Process
- 01
Define
Set the objective, category, market and success measure.
- 02
Source
Build a vetted creator shortlist with audience and performance evidence.
- 03
Brief
Align message, claims, deliverables, usage rights and timing.
- 04
Produce
Manage delivery, review, compliance and publishing.
- 05
Amplify
Put media behind the content that earns attention organically.
- 06
Review
Report per creator and rebuild the roster for the next cycle.
Benefits
- A vetted creator roster that improves with every cycle
- Content assets usable across paid, organic and marketplace
- Lower reliance on a single acquisition channel
- Creator-level performance data instead of campaign averages
KPIs we manage against
- Cost per acquisition by creator
- Click-through and landing page conversion rate
- Content engagement quality (saves, shares, comments)
- Paid amplification ROAS on creator assets
- Repeat creator retention
Who it's for
- Brands entering a new category or market
- E-commerce teams needing a steady flow of performing content
- Marketing teams moving from one-off influencer buys to always-on programmes
How many creators does a campaign need?
Fewer than most brands expect at the start. A first cycle of ten to twenty carefully matched creators produces enough performance data to decide who is worth scaling, which is more useful than a hundred untested placements.
Common questions
- Do micro creators outperform large creators?
- Not automatically. Smaller creators often convert better per view in niche categories, while larger creators are useful for launch reach. The right mix depends on category, price point and market.
- Who owns the content?
- Usage rights are agreed in the contract before production. We recommend securing paid usage for the assets you intend to amplify, with a defined term and territory.
Explore other services
Affiliate Marketing
Programme design, partner recruitment, commission structures, tracking and ongoing optimisation.
Influencer & KOL Marketing
Strategic influencer and KOL campaigns across relevant categories and platforms.
Creator Affiliate Marketing
Commission structures and performance incentives that connect creators directly to sales.
Talk to us about creator & influencer marketing
Share your objective, market and current setup, and we'll come back with an honest view of what would move the number you care about.