Creator Partnerships That Actually Work

The influencer campaigns that feel like advertising almost always started with the wrong casting question. 'How many followers' is the wrong first filter — 'would this person actually use this' is the right one.

When we cast for genuine fit over reach, briefs get shorter and the content gets better, because the creator isn't performing enthusiasm they don't have. Audiences can tell the difference, even if they can't always say how.

It's a slower way to build a program, and it's the only way we've seen consistently outperform a media buy dressed up as a partnership.