Chapter 1 8 lessons
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Why and principles
Why creators work, and the five rules every campaign should follow, regardless of the brief.
If a client can’t explain it to their own boss, it’s too complicated. Our job is to make every decision simple to understand and easy to defend.
- 1.1 What this playbook is for Why creator marketing results swing so widely, and the four things every campaign must now implement: the brief, the creators, the metrics and the report.
- 1.2 Why creators Evidence-backed answers to the objections clients raise about creator marketing, from TV and in-house content to celebrities, sales and proving it worked.
- 1.3 Five principles for every campaign The five principles that should hold for every creator campaign and programme, whatever the brief, archetype, behaviour or budget, and how to use them.
- Key principles
- A Believable beats famous People trust a creator who would pick the brand even if unpaid. Why fit and visible love beat fame, with recognition rates by creator size from 239 creator ads.
- B Plan backwards, run forwards Agree the objective, define the report, build the distribution and content plan, then choose creators: how to plan campaigns backwards and run them forwards.
- C Posting alone isn't distributing Organic posts reach only a fraction of a creator's followers. How to coordinate creator timing, amplify the best posts with paid media, and use clipping safely.
- D Compare creators, not just campaigns A small share of creators drives most of the return. Three ways to compare creator performance, and why every report must end with a ranking and a decision.
- E A number without a baseline proves nothing Every reported number needs a comparison. The five baselines to use for creator campaigns, and the metrics to stop reporting, such as follower count as reach.