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Read before you brief.
Guides to campaign planning, creator content and measurement. Find a useful read before your next brief.
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Agreeing how your campaign content will be usedA short checklist for agreeing where campaign content will appear, including paid advertising, before production starts.
Getting your campaign brief ready for productionCheck the message, deliverables and schedule with your campaign contact so production can start with a clear plan.
Agency, platform or hybrid: agreeing who does the workA checklist for comparing campaign proposals: task ownership, client approvals, reporting access and costs.
What to agree in an influencer campaign contractA planning checklist for deliverables, content usage, feedback, disclosure responsibilities, payment and optional measurement.
How to prepare a clear creator campaign briefWhat to include in a creator brief: objective, audience, message, deliverables, usage, dates and approvals.
How to read a brand lift study in influencer marketingHow to read the study question, group comparison, percentage points, relative lift and uncertainty in a brand lift report.
How to build an influencer marketing measurement planA practical plan for campaign objectives, metric definitions, comparisons, reporting dates and the evidence needed for each question.
Planning creator content for paid social, CTV and DOOHPlanning questions for creator content in paid social, connected TV and digital out-of-home: placements, asset specifications, usage and reporting.
Five questions before you use a creator marketing benchmarkFive checks for UGC and creator campaigns: reach, engagement, clicks, watch time and cost. Learn what to ask before applying a benchmark.
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