Creators · fit before count
Social-first campaigns
Campaigns built natively for social behaviour and creator fit — matched to the thesis.
Definition
Social-first campaigns are designed around how people actually behave in-feed and which creators genuinely fit — not around whoever is available or cheapest this quarter.
The business problem
Repurposed brand campaigns and volume buys treat creators as media inventory. The work looks like advertising wearing a creator's face, and audiences can tell.
Creator fit before creator count. Fewer, better-matched voices carrying a clear thesis outperform a long list assembled on price.
Our point of view
The framework
01
Creator fit
Match voices to the thesis and the audience, scored, not guessed.
02
Native formats
Build for the platform's real behaviour, not a resized TVC.
03
Sequencing
Order the campaign so attention compounds instead of scattering.
In practice
Do
- Score creator fit against the thesis.
- Build native to each platform's behaviour.
- Sequence so attention compounds.
Don’t
- Buy creators on price and volume.
- Resize a TVC and call it social.
- Treat creators as media inventory.
Start a system