In 2023, I was asked to consult for the company's earliest creator marketing efforts. I began by representing the creative team in agency procurement. Then, I was the creative consultant on the first brand campaign that was supported by creators. My role was to provide guidance on casting, script reviews, and edit feedback. Our efforts exceeded impressions goals (140% of plan) and drove cost efficiencies: creator content paired with brand content drove 64% higher view rates at a 35% lower cost per view than running brand content alone.
The consulting work then moved into selecting and advising our "always-on" creators.