Chapter 3 9 lessons

The workflow

Plan it backwards. Run it forwards. Every stage has its must-dos, a table by behaviour, and a checklist.

Finish the first four stages, and get them signed off, before you brief a single creator.

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· The workflow, on a page The eight workflow stages on one page: plan backwards from the objective and report to the creators, then run forwards from the contract to the report.
3.1 Objective and primary S Start every creator campaign with a two-sentence objective, one primary behaviour (stream, scroll, search or shop), the archetype and the default pairing.
3.2 The report we want to show, and resonance Write the report's headlines before you choose creators: core metrics by behaviour, goals written as numbers, one thing to learn, and resonance on every post.
3.3 Distribution and content plan Plan how creator content travels: timing by behaviour, one budget for creator fees and paid media, and a content territory built on a moment, not a script.
3.4 Creator selection, fair pay and reward Pick creators who are believable and can prove they deliver, run three checks on each, choose a payment model, price against CPE and reward top performers.
3.5 Contracts How to contract creators: price every task, lock the posting window, and put usage, ad permissions, insights, incentives and disclosure in writing.
3.6 Content review How to review creator content: how much say you have on gifted and paid work, what to check for each behaviour, and the brand cues that lift memory.
3.7 Launch and optimise Set up measurement before anything goes live, then launch creators together, boost the best posts, remake weak ones and refresh when the reaction drops.
3.8 Report and learn Fill in the report you planned in a set order, rank every creator, log what you learned, and close the loop by sharing each creator's results with them.