11Service
Who, why, what,when. Beforeanyone posts.
Strategy is the cheapest part of a campaign and the part most often skipped. An afternoon deciding who you are actually talking to saves a quarter of the budget that would otherwise be spent finding out.
Most creator spend is allocated by availability, not by argument
The roster is assembled from who replied, the budget is split evenly because nobody could defend an alternative, and the objective is described as awareness because that is the metric that cannot fail. A year later there is no accumulated knowledge, just a folder of decks.
- 01Even budget splits that quietly overpay the wrong tier
- 02No record of which creators worked, so every campaign starts cold
- 03Objectives written so loosely that the report cannot disappoint
How the work actually runs.
AApproach
- 01
Define the buyer, not the target
Age brackets are not an audience. We work out who actually buys, where they live, what language they scroll in and who they already believe about this category.
- 02
Map the category conversation
What is already being said about the category, by whom, and where the brand can enter without sounding like an intruder.
- 03
Tier and allocate
How much budget sits in celebrity, macro, mid, micro and nano, and why. The split is an argument, written down, that can be revisited when the data arrives.
- 04
Design the programme
Which relationships should be always-on versus campaign-by-campaign, what a creator gets for staying, and how the roster is reviewed.
- 05
Set the measurement frame
The number the work answers to, the diagnostics underneath it, and what would count as evidence to change the plan.
What you get.
BIncluded
- Audience and category map
- Who buys, where they are, what they watch and who they trust.
- Competitive read
- What other brands in the category are doing with creators, and where the gap is.
- Creator tier plan
- Mix, budget split and the reasoning behind both.
- Always-on programme design
- Retainer structures, ambassador tiers and roster review cadence.
- Measurement framework
- Objectives, diagnostics and the decision rules attached to each.
- Roadmap
- A twelve-month view with seasonal peaks and entry points marked.
Formats this produces
- 01Audience maps
- 02Category conversation audits
- 03Creator tier models
- 04Always-on programme designs
- 05Ambassador structures
- 06Measurement frameworks
- 07Annual roadmaps
- 08Budget allocation models
What we report against.
CMeasurement
- 01Share of category conversationWhere the brand starts and where it lands
- 02Roster retentionCreators who stay past one campaign
- 03Cost efficiencyTrend across campaigns, not one number
- 04Decision speedTime from brief to live
Targets are set per brief, never quoted from past work
Questions we get asked.
DQuestions
Yes, and sometimes that is the right first step, particularly for a brand entering creator marketing or one that has run campaigns without accumulating any knowledge from them.
Connected work
Ready tobrief thisin?
Tell us the outcome you need from creator strategy and we will come back with an approach, the creators it would take and a range.