1.1What this playbook is for

Creator marketing works. But the results swing wildly. The best fifth of creator ads delivers nearly half of all the brand memory creators generate, and 87% of sales come from only 23% of creators.

What separates the best from the rest is rarely budget or follower count. It’s whether the work was built for how people actually behave (streaming, scrolling, searching and shopping), and whether people believe the creator would choose the brand even if nobody paid them.

This playbook gives you the evidence behind every call that needs to be made. So when a client asks why you picked this creator over a bigger name, why paid distribution sits in the plan, or why we report resonance against a baseline instead of raw likes, you’ve got the answer. Clients won’t buy numbers they can’t defend to their own boss. Our job is to hand them decisions they can.

Four things to implement, starting now

How it's built