we don't book influencers. we cast roles.
every creator on a campaign exists to do one job — build trust, demonstrate, drive a launch, hold the brand. fit before reach, brief before booking, and a contract that earns the post a second life as paid creative.
most influencer programs are booking, not casting.
the brief lands in an agency inbox. someone filters by follower count, hits "send" on twenty creators in a deck, the brand picks faces, the posts go live, the screenshot ends up in the next monthly report.
that isn't an influencer strategy. that's a casting agency with extra steps. and it's why 72% of brand-creator partnerships get one post and zero residuals — no usage, no paid amplification, no learning, no relationship for the next campaign.
we run influencer the way you'd run a cast for a film: every creator slot has a role — trust-builder, demonstrator, launcher, brand-anchor, reach-amplifier. fit is decided before reach: voice, audience composition, recent performance on adjacent categories, comment sentiment. and every contract has paid usage rights baked in, so the post that wins becomes the ad that runs for ninety days.
we also kill the brief when it's wrong. if the product needs a problem-solver and the shortlist is full of aesthetic creators, we say so — before a dollar moves.
four casting rules every brief follows.
we don't sell rosters. we sell fit. our roster exists so we can match the right creator to the right role — not so we can recycle the same ten faces across every brief that walks through the door.
cast the role, not the face.
before any name gets shortlisted, the brief has five named roles: trust-builder, demonstrator, launcher, brand-anchor, reach-amplifier. each role takes a different kind of creator. booking by follower count is how you end up with five reach-amplifiers and zero trust.
fit comes before reach.
we vet every creator on five axes — voice, audience composition, recent performance on adjacent categories, comment sentiment, cross-platform behaviour. only after that do we look at follower count. a 28k-follower creator with 6% engagement on the right audience beats a 1.4M creator with 0.4% on the wrong one — every time, with the math to prove it.
the brief is a guardrail, not a script.
brand briefs that micromanage every word produce obvious paid posts, and obvious paid posts perform terribly. we write briefs as hooks, must-mentions, and don't-do's — then we let the creator be a creator. our shoots produce 2-3 angle variants per creator so the algorithm has options to feed.
every post is two assets. always.
contract signed = paid usage rights baked in for 90 days minimum. winning organic posts get sparked into spark ads the same week they land. the creator economy is the new ad agency — and we treat every campaign as both an organic moment and a creative library for the next quarter's paid program.
four tiers, four jobs on a brief.
we operate with four creator tiers — not as a price ladder, but as a casting palette. most campaigns we run blend two or three tiers. the question is never "which tier is best." it's "which tier does this job."
three weeks from brief to live, two more to compound.
we run influencer the way a film production runs casting: brief, callbacks, contracts, shoot, edit, release — with a compound phase after where the winners become paid creative for the next 90 days.
five named roles, before any names.
we write the brief as roles, not creators: what is each slot for, what does success look like, what's the must-mention, what's the don't-do. only after the roles are signed off do we start shortlisting humans.
fit on five axes, then we look at reach.
longlist of ~80 creators across tiers, vetted on voice, audience composition, recent performance, comment sentiment, cross-platform behaviour. shortlist of 15–20 with data-backed rationale for every name — not just "they look right." you approve, we go to outreach.
paid usage in every contract. always.
standard contract includes 90-day paid usage, spark-code rights, whitelisting opt-in, 14-day category exclusivity, and a performance bonus on the top quartile. brief is hooks + must-mentions + don't-do's — not a script. creator picks the angle.
posts go live in waves. the read starts on day one.
posts ship in three waves over 7–10 days — not all on one tuesday. we read engagement, sentiment, and click data in real-time and feed back into the next wave. winners get amplified within 48 hours; underperformers get a fix before they post.
winners become paid. the campaign earns its second life.
top-quartile organic posts get sparked into ads within the contracted 90-day window — usually inside week 4. spend behind what already won, not what we hoped would win. this is where the math closes: the campaign you booked becomes the creative library that runs paid for the next quarter.
a roster you can actually run on. not a directory.
first time we ran a creator campaign that actually became paid creative. the deck stopped being the deliverable.
questions, answered straight.
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