04 — Influencer Marketing
Third-party endorsement, modernized.
Creator marketing done the way PR has always worked — earned trust at scale. Right partners, real briefs, measured against outcomes that matter.
The problem we solve
Most influencer programs run on a spreadsheet. The good ones don’t.
Pick a creator with the right follower count, send a brief, post the content, count impressions, repeat. The work is mechanical, the creators sound like ads, and the audience tunes out.
The programs that work treat creators the way smart PR teams treat journalists — as people with audiences, points of view, and creative judgment worth respecting. Brief them well. Let them make. Measure what matters.
“Brief them well. Let them make. Measure what matters.”
How we work
Audience first. Creator second. Briefing third.
Every program starts with audience strategy. Who are we trying to reach, on which platforms, and what kinds of creators do they actually trust? The answer is rarely “the biggest one.” More often it’s a mix — one or two larger creators for reach, plus a deeper bench of mid-tier and niche voices that move purchase intent.
- 01
Creator selection.
Vetted on audience quality (not just size), brand fit, content history, and historical engagement. We screen for past controversies, brand-safety issues, and overlap with competitor work.
- 02
Deal structure.
Usage rights, exclusivity, content approval rights, FTC compliance, deliverables, timing. The contract is the unsexy part that determines whether the work is reusable.
- 03
Briefing.
Enough context to produce on-brand content. Enough freedom to keep the creator’s voice. The fastest way to ruin a creator partnership is to over-script it.
- 04
Production support.
Talking points, sample products, technical onboarding for the brand, escalation contacts. We make it easy for the creator to do good work.
- 05
Measurement.
Reach is the easy metric. We also pull engagement quality, audience overlap with target segments, branded search lift during and after the activation, and where attribution permits, conversion influence.
What’s included
From talent ID to brand lift reporting.
- Creator strategy and platform mix.
- Talent identification, vetting, and outreach.
- Deal negotiation and contracting.
- Briefing, production support, and content review.
- Always-on programs and one-off campaign activations.
- Cross-platform amplification (paid social on creator content where useful).
- Affiliate integration when it makes sense.
- Reporting on reach, engagement quality, brand lift, and conversion influence.
Who it’s for
Brands ready to move share of voice.
Strong fit for consumer brands with a clear product story, B2B brands targeting niche professional communities (yes, B2B influencer works — the platforms are different), and challenger brands that need to move share of voice quickly. Especially powerful when paired with PR and SEO — creator content earns search visibility and amplifies earned coverage.
Less of a fit if your only goal is the cheapest possible CPM. Programs like that exist; they don’t tend to move the brand.
What success looks like
First activation in four to six weeks. Drumbeat after that.
A first activation usually goes live within four to six weeks of kickoff — sourcing, contracting, and content production set the timing. From there, an always-on program produces a steady drumbeat of creator content with regular performance reads.
The metrics that matter most: branded search lift during and after activation, audience-quality benchmarks (engagement rate vs. industry norms), and where attribution allows, contribution to pipeline and revenue.
Start a conversation
Let’s talk about what this could look like for your brand.
Two business days. Honest answer. Even if we’re not the right fit.
Contact the team