02Service
One idea.Many voices.No storyboards.
A creator campaign is not an ad read by forty people. It is one idea strong enough that forty people can each make it their own, and still add up to something a viewer recognises the third time they see it.
Most creator campaigns are a television script wearing a hoodie
The brief arrives with a storyboard, mandatory lines and a shot list. Creators deliver something technically compliant that their audience scrolls past, because it sounds nothing like them. The brand concludes influencer marketing does not work for its category.
- 01Mandatory phrasing that no human says out loud
- 02Every creator delivering the same beat, so the tenth post adds nothing
- 03One launch day, then silence
How the work actually runs.
AApproach
- 01
Find the idea that travels
We look for a premise a creator can run at from their own angle: a challenge, a format, a claim worth testing, a running joke. If the idea only works when read verbatim, it is a script, not a campaign.
- 02
Cast for range, not just reach
A comedy creator, a category expert and a regional voice will take the same idea somewhere different. That variety is what makes a campaign feel like a conversation rather than a media buy.
- 03
Brief the boundary, not the beat
One thing that must land, three things that must not appear, then room. Creators pitch back their execution before anyone shoots, so surprises happen at concept stage instead of at approval.
- 04
Sequence the drops
Waves, not a single day: a seeding wave that plants the premise, a volume wave that makes it feel unavoidable, and a response wave that reacts to what the audience did with it.
- 05
Let the audience finish it
The best executions leave a gap the audience fills, in the comments, in duets, in their own version. We plan for that gap and staff for the response.
What you get.
BIncluded
- Campaign concept
- A premise, a name, and the reason it will survive contact with forty different voices.
- Casting and mix
- Creator groups chosen for range across category, language, format and audience, with overlap checked.
- Creative direction
- Format guidance, hook direction and reference cuts, without dictating the script.
- Production support
- Shoot help where a creator needs it, from a shot list to a full crew.
- Drop calendar
- Sequenced waves with dependencies, so the campaign builds instead of spiking.
- Response plan
- Community management guidance and a plan for what to do when something takes off.
Formats this produces
- 01Challenge formats
- 02Duets and stitches
- 03Series across multiple posts
- 04Creator-versus-creator
- 05Reaction and response
- 06Behind the scenes
- 07Collaborative posts
- 08Comment-led follow-ups
What we report against.
CMeasurement
- 01Earned participationPosts the campaign did not pay for
- 02CompletionHow far viewers get before scrolling
- 03Share rateThe clearest sign an idea travels
- 04Second-wave reachReach after the paid drops stop
Targets are set per brief, never quoted from past work
Questions we get asked.
DQuestions
Influencer marketing is the discipline: finding, briefing and measuring creators. A creator campaign is a specific idea run across a group of them at once. Most brands buy both, and the campaign is what people remember.
Connected work
Ready tobrief thisin?
Tell us the outcome you need from creator campaigns and we will come back with an approach, the creators it would take and a range.