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1.3Five principles for every campaign
These should hold, whatever the brief. Whatever the campaign or programme, the archetype, the behaviour or the budget. If something changes from one campaign to the next, it isn’t a principle. It belongs in the workflow.
- Believable beats famous.People trust a creator when it feels like they’d choose the brand even if nobody paid them.
- Plan backwards, run forwards.Start with the report you want to show. Work back to the creators who’ll get you there.
- Posting alone isn't distributing.A post reaches a fraction of a creator’s followers. Coordination and paid amplification do the rest.
- Compare creators, not just campaigns.A small share of creators drives most of the return. Find them, back them, and keep getting better.
- A number without a baseline proves nothing.Every metric should be read against something: the creator’s median, the last campaign, or a benchmark.