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Chosen on audience fit, measured on action.

Creator selection, negotiation, briefing and disclosure-compliant campaigns, chosen on audience fit and measured on the action people took.

A camera operator filming a man speaking to camera.
Typical campaign
Six to ten weeks
Chosen on
Audience fit
Disclosure
Every post, always
Brief a creator campaign

How creators get chosen here

On whose audience they have, what that audience does when they recommend something, and whether their previous brand work looks like an advertisement they were embarrassed by. Follower count is the last thing we look at and the first thing most agencies sell on.

A creator with eight thousand engaged followers in a category can outperform one with four hundred thousand general followers by a wide margin, and costs a fraction as much. That is not a contrarian position, it is what the numbers show once you measure action instead of reach.

The audit matters because the market has a fraud problem. Bought followers, engagement pods and comment rings are common enough that any campaign run on follower count alone is partly buying nothing. We check audience authenticity, geography and age before anybody is approached.

Disclosure is not optional. ASCI guidelines require that paid partnerships are labelled clearly, and the label goes on every post we run. Brands occasionally ask for it to be quiet. Undisclosed advertising is the fastest way to lose the trust the campaign was buying, and it puts the creator at risk as well as you.

Scope

What is included

  • Creator identification and audit

    Longlist built on audience fit, then audited for authenticity, audience geography and age, and past brand work. Follower count is a filter and never the reason.

  • Negotiation and contracting

    Rates negotiated against what the market actually pays, with deliverables, usage rights, exclusivity and timelines written down. Usage rights are where most brands overpay or get caught short.

  • Briefing

    A brief that gives the creator the point and leaves them the execution. Scripted content in somebody else's voice performs badly and their audience notices immediately.

  • Approvals and compliance

    Content reviewed against what was agreed, with ASCI-compliant disclosure on every post. Claims checked so a creator is not repeating something you cannot substantiate.

  • Amplification

    The posts that perform organically get put behind paid media as branded content, which is usually the cheapest good creative you will buy in that quarter.

  • Measurement

    Tracked links, codes and landing pages, so the report is about actions taken. Reach and impressions are context and never the headline.

How it runs

  1. Weeks one and two

    Objectives, audience and the action you want agreed. Longlist built and audited, rates benchmarked, and the measurement method decided before anyone is approached.

  2. Weeks three to six

    Outreach, negotiation and contracting, then briefing. Content produced, reviewed against what was agreed, and scheduled with disclosure in place on every post.

  3. Weeks seven to ten

    Posts run, performance tracked by creator, and the strongest content amplified as paid branded media. Final report by creator, with what we would repeat and what we would not.

What you get

  • An audited shortlist with the reasoning for each creator
  • Signed contracts covering deliverables, usage rights and exclusivity
  • Briefs, and content reviewed before it goes live
  • Tracked links or codes for every creator
  • A report by creator on the action taken, and a recommendation for the next round

How it is judged

  • Actions taken: clicks, sign-ups, sales, code redemptions
  • Cost per action by creator, compared against each other
  • Engagement rate against audited audience size
  • Performance of the content when amplified as paid media

Questions we get asked

How do you pick creators?

On audience fit first, then authenticity, then past brand work, then rate. Follower count is a filter for scale and never a reason to book somebody. Eight thousand engaged followers in your category beats four hundred thousand general ones.

How do we know the followers are real?

We audit before anybody is approached: engagement patterns, audience geography and age, follower growth curves and comment quality. Bought followers and engagement pods are common enough here that skipping this is buying nothing.

Do posts have to be disclosed?

Yes, on every post, and we will not run a campaign otherwise. ASCI guidelines require it, the platforms require it, and undisclosed advertising destroys the trust that made the creator worth paying in the first place.

What does a creator cost?

It varies enormously by category and by how much usage you want. We benchmark against what the market actually pays and negotiate from there, and we show you the rate alongside what we recommend paying, which is not always the same figure.

Can we reuse the content in our ads?

Only if the contract says so, which is why usage rights are negotiated at the start. Reusing content without those rights is a common and expensive mistake, and the creator is usually within their rights to invoice you for it.

Does this work for business to business?

Sometimes, and it looks different. Industry voices, analysts and practitioners with small engaged followings, on LinkedIn and YouTube rather than Instagram. Where the purchase is a committee decision over months, we will tell you the budget belongs elsewhere.

Next

Tell us the action you want

What you want somebody to do after they see the post: try it, buy it, book a demonstration, walk into a store. That decides which creators are worth approaching and how the campaign gets measured.

Brief a creator campaignBack to reputation and employer brand

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The work behind this