Published guideHow do we find US creators whose audience would actually buy our products?
Find TikTok influencers by starting with the customer and the product explanation you need, then searching across relevant content, creator platforms, affiliates, rosters, and communities. Organic discovery reveals useful candidates; it does not prove authenticity or brand fit. A shortlist should explain why each creator belongs, not just where they were found.
Open the full guide for the examples and steps.
Build a shortlist around a believable customer
Brand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsBrand localizationKASH Beauty’s local purchase experience
Ireland-founded cosmetics brand · international storefront case
Shopify’s case identifies local marketing, copy and currency as connected parts of KASH Beauty’s expansion. Conor Cochrane discusses fitting the storefront to the destination market.
Keilidh Cashell, founder; Conor Cochrane, director in Shopify’s case
This is an international example, not a verified US-only result. No isolated uplift is used. Local implementation needs its own customer evidence.
Read the source notes and related topicsHow to apply it
Start with the person you want to reach: someone comparing tinted lip products, choosing a gym outfit or learning about a Korean skincare routine. Look for creators who regularly help that person. Their ordinary posts will often tell you more about fit than their biggest viral hit.
Inspect recent ordinary posts as well as the biggest hit. Note the questions people ask, whether the creator answers them accurately, where the relevant audience is located and whether the product can actually be delivered there. Ask for dated audience information when geography matters. A US address alone does not prove a US audience, and a Korean or European creator can still reach your intended customer.
A shortlist with a customer-fit reason, one relevant example post, audience evidence, estimated total cost and a proposed product question for each creator.
Published guideShould we send free products to creators or pay for posts?
Follower tier is a planning shorthand, not a performance forecast. Choose creators for audience relevance, credible product proof, format fit, and commercial terms (including usage rights), not size alone.
Open the full guide for the examples and steps.
Choose the arrangement before shipping the product
Brand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsBrand contente.l.f.’s invitation to participate
US brand announcement · December 15, 2021
e.l.f. announced a TikTok-native holiday film combining established creators and 12 winners selected through community duet auditions. The participation mechanism was part of the creative idea.
Kory Marchisotto, CMO in the release; Fia James, Glamzilla and other participating creators
The release establishes the format and participants, not incremental sales, creator economics or a suitable production budget for your brand.
Read the source notes and related topicsHow to apply it
Decide what you need before sending the product. A no-obligation gift introduces the item; a paid commission reserves time for agreed work; an affiliate arrangement rewards qualifying sales under its terms. None automatically gives you permission to use the creator’s content in ads.
Write the expected next action in plain language before someone accepts. If you need a launch-day demonstration, negotiate the date, revisions, disclosure and usage terms. If you are offering a gift without a posting commitment, plan for the possibility of no post. Comparing those two arrangements by cost per shipment hides the difference in what you purchased.
A one-page arrangement summary: product, compensation, posting commitment, timing, disclosure, usage rights and the person handling follow-up.
Published guideWhat should we ask an agency to handle first when our team is small?
A beauty brand is built in five stages, and each stage needs only a few things done well: decide the product and the customer, get it made, get it to the US, open your sales channels, then grow what works. Most overwhelm comes from doing stage-four and stage-five work while stage-one questions are still open. This roadmap lists what you actually need at each stage, what can safely wait, and where the real costs sit—then points to the detailed briefing for each step when you are ready for it. You do not need everything at once; you need the right things in the right order.
Open the full guide for the examples and steps.
Design the agency relationship around decisions your team can make
Brand SEO practiceadidas: combine search and conversion evidence
SearchPilot recap · November 2025, updated February 2026
Morrisey describes a more descriptive product-grid element whose conversion test was flat but whose SEO test showed a traffic gain. The combined evidence supported rollout; no numerical lift is disclosed.
Matthew Morrisey, Organic Search Director for Europe in the interview; Will Critchlow, host
Official interview recap, not raw experiment data. Small catalogs may lack the stable page groups and traffic needed for a comparable controlled SEO test.
Read the source notes and related topicsBrand localizationKASH Beauty’s local purchase experience
Ireland-founded cosmetics brand · international storefront case
Shopify’s case identifies local marketing, copy and currency as connected parts of KASH Beauty’s expansion. Conor Cochrane discusses fitting the storefront to the destination market.
Keilidh Cashell, founder; Conor Cochrane, director in Shopify’s case
This is an international example, not a verified US-only result. No isolated uplift is used. Local implementation needs its own customer evidence.
Read the source notes and related topicsHow to apply it
Give the agency a first project your team can help finish. Even a good recommendation will stall if nobody can approve product facts, pricing, creative or website changes. Identify those people before committing to a launch date.
Choose one brand-side decision maker and a backup. Give the agency a usable asset library, current product information and the boundaries of its authority. Use a short weekly decision log: what changed, what needs approval, what is blocked and what the next evidence should resolve. Ask for work that your team can sustain after the launch, not a process requiring daily attention you cannot provide.
A responsibility map and approval calendar with named owners, decision deadlines, required inputs and a clear escalation path for blocked work.
Published guideWhy is influencer marketing useful for a brand people have not heard of yet?
Influencer marketing changes behavior when the recommendation feels credible in context. Audience size creates potential reach; trust, fit, proof, and participation determine what that reach means.
Open the full guide for the examples and steps.
Explain what the creator adds to the buying decision
Brand campaignCeraVe × Michael Cera
US · 2024 Super Bowl campaign
Ogilvy describes a staged narrative connecting influencer appearances, publicity, a website and a Super Bowl reveal. CeraVe’s own campaign page resolves the premise by explaining that the products were developed with dermatologists.
Michael Cera; Adam Kornblum and Charlotte Tansill, campaign speakers at Cannes 2024
A celebrity-scale campaign, not a budget template. Do not imitate the false-rumor device or infer that attention proves profitable sales. These are external examples, not Dahna clients.
Brand contente.l.f.’s invitation to participate
US brand announcement · December 15, 2021
e.l.f. announced a TikTok-native holiday film combining established creators and 12 winners selected through community duet auditions. The participation mechanism was part of the creative idea.
Kory Marchisotto, CMO in the release; Fia James, Glamzilla and other participating creators
The release establishes the format and participants, not incremental sales, creator economics or a suitable production budget for your brand.
Read the source notes and related topicsHow to apply it
A creator can show a product in use, explain it in familiar language or introduce it to a relevant community. Choose which contribution your brand needs. CeraVe and e.l.f. are examples of creator work contributing to a wider campaign idea, at a very different scale from a first small-brand test.
Define that contribution before hiring. If the product needs a demonstration, assess the creator’s ability to show it accurately. If the campaign needs discussion, plan how questions will be answered and where people can find current product information. Influencer marketing becomes easier to judge when it has an explicit customer job and a useful next destination. Fame alone does not supply either.
A creator role statement connecting the intended customer, information gap, creator contribution, destination and observable outcome.
Published guideShould we work with smaller creators or spend on one big influencer?
Follower tier is a planning shorthand, not a performance forecast. Choose creators for audience relevance, credible product proof, format fit, and commercial terms (including usage rights), not size alone.
Open the full guide for the examples and steps.
Compare the complete arrangement, not follower tiers
Brand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsBrand campaignCeraVe × Michael Cera
US · 2024 Super Bowl campaign
Ogilvy describes a staged narrative connecting influencer appearances, publicity, a website and a Super Bowl reveal. CeraVe’s own campaign page resolves the premise by explaining that the products were developed with dermatologists.
Michael Cera; Adam Kornblum and Charlotte Tansill, campaign speakers at Cannes 2024
A celebrity-scale campaign, not a budget template. Do not imitate the false-rumor device or infer that attention proves profitable sales. These are external examples, not Dahna clients.
How to apply it
Compare actual creators and proposals before deciding on a follower tier. A smaller creator may bring relevant expertise; a larger one may bring the recognition or reach your launch needs. Either can be a poor fit for the product.
Request comparable proposals covering output, audience evidence, exclusivity, revisions, distribution and paid usage. Estimate what the team can review and support. Ten small engagements can create more coordination work than one larger engagement, while concentrating the budget in one person increases dependence on that execution. Choose the portfolio around the learning question, available management time and acceptable downside.
A side-by-side comparison of audience fit, creative quality, rights, total cost, coordination load and concentration risk for the actual proposals.
Published guideHow can we tell whether a creator has a real audience that fits our product?
Vet beauty influencers by verifying the audience, reviewing relevant work, agreeing what you are buying, and checking rights, disclosure, costs, and delivery responsibilities. A sourcing shortlist identifies possibilities; pre-contract diligence tests them. Use a documented decision and a bounded pilot when important evidence is still missing.
Open the full guide for the examples and steps.
Check whether the audience asks the right questions
Brand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsHow to apply it
Read recent comments for signs of a relevant audience. Are people discussing the category, describing how they use products or asking questions the creator can answer? Generic praise and a high engagement percentage tell you much less about whether those people might buy.
Combine those observations with dated audience information and a small test when appropriate. Review ordinary content, sponsored posts and unusually successful posts separately. An account may have one viral video that does not represent its regular audience. Record uncertainty honestly: public comments cannot prove buyer geography or sales, and a media kit is supporting evidence rather than an independent audit.
A fit assessment with relevant audience signals, contrary evidence, data dates, unresolved questions and a test that could reduce the uncertainty.
Published guideWhat should our first influencer campaign include?
A content calendar should show what the team is trying to learn, not only what it plans to post. Build around message lanes, formats, owners, evidence, and weekly decisions.
Open the full guide for the examples and steps.
Give the first campaign a narrow learning goal
Brand contente.l.f.’s invitation to participate
US brand announcement · December 15, 2021
e.l.f. announced a TikTok-native holiday film combining established creators and 12 winners selected through community duet auditions. The participation mechanism was part of the creative idea.
Kory Marchisotto, CMO in the release; Fia James, Glamzilla and other participating creators
The release establishes the format and participants, not incremental sales, creator economics or a suitable production budget for your brand.
Read the source notes and related topicsBrand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsHow to apply it
Choose one product, one buying situation and a few different ways to explain the offer. Write down what you want a viewer to understand. e.l.f.’s participation campaign is a useful example of making the requested contribution clear before recruiting people.
Confirm stock, shipping, product facts, compensation and usage terms before outreach. Let creators bring their own experience while keeping factual boundaries clear. Review the work against the original question, then separate production quality, audience response and commercial response. The next brief should preserve what worked and address a specific uncertainty, rather than simply increase the number of creators.
A first-campaign brief with customer question, creator roles, product facts, deliverables, timeline, rights, destination and a scheduled learning review.
Published guideHow many creators should we start with on a limited budget?
Calculate the creators needed by dividing required usable videos by usable videos per creator and rounding up. Calculate budget capacity and staffing capacity separately, rounding each down. The plan is feasible only if both capacities meet the requirement. In the illustrative worksheet, 40 videos at two per creator require 20 creators; the assumed budget and operating hours each support 20. These are planning inputs, not industry benchmarks or a promise of sales.
Open the full guide for the examples and steps.
Let support capacity constrain the first cohort
Brand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsHow to apply it
Start with the number of creators your team can properly support. Each engagement brings sourcing, shipping, questions, approvals and follow-up. Choose enough people to explore your main creative ideas while leaving time to review the work.
Estimate the time needed for sourcing, contracting, logistics, factual review and follow-up. Decide how many distinct customer situations you need to learn about, then choose a cohort that can cover them without making every result a different experiment. Reserve time for corrections and repeat work with promising creators. A smaller cohort handled well can provide a better next decision than a large batch with missing status information.
A capacity plan showing creator count, hypotheses covered, expected management hours, sample stock, review capacity and room for follow-up production.
Detailed guideInfluencer gifting: you sent free products but got no posts. What now?
If influencer gifting produces no posts, start with what you agreed. A no-obligation product gift leaves posting up to the creator. A campaign that needs a video on a specific date needs agreed deliverables. Review the product experience, creator fit and total cost before sending another round.
Read the detailed guideUse silence to improve the next arrangement
Brand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsBrand contente.l.f.’s invitation to participate
US brand announcement · December 15, 2021
e.l.f. announced a TikTok-native holiday film combining established creators and 12 winners selected through community duet auditions. The participation mechanism was part of the creative idea.
Kory Marchisotto, CMO in the release; Fia James, Glamzilla and other participating creators
The release establishes the format and participants, not incremental sales, creator economics or a suitable production budget for your brand.
Read the source notes and related topicsHow to apply it
Review what happened to each gift before sending another batch. Was it requested? Did the correct item arrive? Was a post agreed? Does the creator need more time or an answer about the product? Silence alone cannot answer those questions.
Offer one helpful follow-up that acknowledges the original arrangement. Avoid turning a no-obligation gift into a retroactive debt. If a dependable deliverable matters, move future work into a clearly paid or otherwise agreed scope. Review response patterns by creator fit, product and invitation rather than labeling every silent recipient unreliable. The outcome should improve selection and expectations for the next cohort.
A gifting review that records original terms, confirmed delivery, creator response, useful feedback, follow-up decision and changes to the next brief.
Published guideHow do we know whether influencer marketing is working?
Evaluate TikTok influencer performance using recent comparable posts, not a pinned highlight or average alone. Compare the median, mean, distribution, and concentration of views, then inspect content relevance and engagement quality. A viral post is real evidence of one outcome—not proof of repeatability, fraud, or future sales.
Open the full guide for the examples and steps.
Use several views of performance without adding them together
Brand advertisinge.l.f. × Tinuiti: define the conversion
Historical TikTok campaign · account looks ahead to 2022
TikTok reports a 56% reduction in acquisition costs for e.l.f.’s add-to-cart strategy, using an ongoing mix of ad objectives. The named partner was Tinuiti.
Patrick O’Keefe, VP Integrated Marketing Communications in the case
Platform self-report. Add-to-cart cost is not customer acquisition cost; campaign dates, attribution detail and profit are not fully specified. Historical ad product names are not setup instructions.
Read the source notes and related topicsUS audience researchAthena Chapekis and Anna Lieb on AI-summary clicks
900 US adults · March 2025 browsing; search results reconstructed in April
Pew observed traditional-result clicks on 8% of visits with an AI summary versus 15% without one. The analysis was published July 22, 2025.
Athena Chapekis and Anna Lieb, Pew Research Center
Observational Google-only research across query types. Results were reconstructed later, and shopping intent was not isolated. This is not a causal forecast of lost ecommerce revenue.
Read the source notes and related topicsHow to apply it
Track content delivered, audience attention, store visits, attributed orders and profit contribution separately. The e.l.f. example shows why the action behind a metric matters. Adding together sales attributed by several platforms can count the same order more than once.
Use consistent links or codes where they fit the customer experience, then reconcile with actual orders and post-purchase feedback. Track reusable assets separately when they are part of the commercial value. A creator may produce useful footage without generating many immediate tracked orders; that is a reason to evaluate the asset brief, not to relabel views as revenue.
A creator scorecard with delivery, audience relevance, usable assets, observed visits, net orders, costs and a clear note on attribution limits.
Published guideShould we keep working with a creator or keep finding new ones?
Test the value of continuity with a fixed term, a limited assignment sequence and a decision date agreed before launch. Evaluate whether the creator can build accurate product understanding across several encounters and collaborate within the planned workload. Pay for the agreed work regardless of whether the relationship expands. At closeout, choose expansion, a specific additional test or a stop without implying that one trial proves incremental sales.
Open the full guide for the examples and steps.
Earn a second brief with a specific reason
Brand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsBrand contente.l.f.’s invitation to participate
US brand announcement · December 15, 2021
e.l.f. announced a TikTok-native holiday film combining established creators and 12 winners selected through community duet auditions. The participation mechanism was part of the creative idea.
Kory Marchisotto, CMO in the release; Fia James, Glamzilla and other participating creators
The release establishes the format and participants, not incremental sales, creator economics or a suitable production budget for your brand.
Read the source notes and related topicsHow to apply it
Give a returning creator a specific reason for the next brief. Perhaps they explained a difficult feature well, their audience asked useful follow-up questions, or their video revealed something missing from the product page. Use that finding to decide what to make next.
Review reliability, communication, audience fit, factual accuracy and commercial evidence together. Give returning creators a new question or a deeper role instead of repeatedly asking for the same endorsement. Confirm updated compensation and rights for the new work. Keep room for new voices when the current group no longer covers the customers you want to reach.
A renewal note naming the evidence for continuing, the next customer question, revised deliverables, terms and the specific learning expected from another engagement.
Published guideCan we use influencer videos in our ads and on our website?
Budget creator usage rights by named asset, destination, territory and duration before discussing a package fee. Separate making the content from permission to distribute or adapt it. Fund the placements you can actually operate, then reserve a clearly conditional amount for renewals. A rights budget should show what you are buying now, what remains excluded and what a later extension could cost.
Open the full guide for the examples and steps.
Plan paid reuse before the content is made
Brand advertisinge.l.f. × Tinuiti: define the conversion
Historical TikTok campaign · account looks ahead to 2022
TikTok reports a 56% reduction in acquisition costs for e.l.f.’s add-to-cart strategy, using an ongoing mix of ad objectives. The named partner was Tinuiti.
Patrick O’Keefe, VP Integrated Marketing Communications in the case
Platform self-report. Add-to-cart cost is not customer acquisition cost; campaign dates, attribution detail and profit are not fully specified. Historical ad product names are not setup instructions.
Read the source notes and related topicsBrand contente.l.f.’s invitation to participate
US brand announcement · December 15, 2021
e.l.f. announced a TikTok-native holiday film combining established creators and 12 winners selected through community duet auditions. The participation mechanism was part of the creative idea.
Kory Marchisotto, CMO in the release; Fia James, Glamzilla and other participating creators
The release establishes the format and participants, not incremental sales, creator economics or a suitable production budget for your brand.
Read the source notes and related topicsHow to apply it
List where you want to use the footage before agreeing on a fee. A creator’s post, a video on your website and a paid ad may need different permissions. Editing rights, music and other people in the footage can also affect where it may run.
List platforms, territory, term, edits, account access and any restrictions involving music or other people in the footage. Have the responsible team review the agreement for the actual use. Keep a rights register linked to the final asset so a successful video does not outlive its approved usage. If permission is missing, resolve it before launch rather than assuming public availability means commercial reuse.
An asset rights register connecting the signed scope, approved versions, permitted placements, expiration date and the owner responsible for renewals.
Service answerOur influencer posts get views but few sales. What should we check?
Start with what the post was meant to accomplish and where the viewer was supposed to go. Check audience fit, product explanation, the visibility of the next step, and whether the destination repeats the same product and offer. High views can reflect entertainment or broad interest without much purchase intent.
Separate the post's delivery from shopping behavior. Tracked visits, code use and attributed orders can help, but they are incomplete signals. Compare creators and content fairly, and inspect a working checkout before concluding that influencer marketing cannot work for the brand.
Review one creator post beside its destination, traffic record and order evidence; choose one specific change for the next brief.
Find the gap between entertainment and product understanding
Brand campaignCeraVe × Michael Cera
US · 2024 Super Bowl campaign
Ogilvy describes a staged narrative connecting influencer appearances, publicity, a website and a Super Bowl reveal. CeraVe’s own campaign page resolves the premise by explaining that the products were developed with dermatologists.
Michael Cera; Adam Kornblum and Charlotte Tansill, campaign speakers at Cannes 2024
A celebrity-scale campaign, not a budget template. Do not imitate the false-rumor device or infer that attention proves profitable sales. These are external examples, not Dahna clients.
UX researchChristian Holst on product-size clarity
Original usability research · May 30, 2017
Holst reports that shoppers used product images to judge size and sometimes rejected suitable products after misreading scale. The article recommends an image with a familiar size reference.
Christian Holst, Baymard research director and co-founder
A historical observed usability problem, not proof that a particular image will increase your conversion rate. Validate the task on your own store.
Read the source notes and related topicsHow to apply it
Watch the post as someone who has never seen the brief. Can you tell what is being sold, who it might suit and why you would visit the store? Entertaining content can earn attention while leaving the product almost entirely unexplained.
Inspect comments and landing-page behavior before changing the creator. People may enjoy the format while missing the product, or they may understand it and then encounter an unclear offer. Test a more explicit demonstration or destination where the evidence supports it. Keep an awareness objective labeled as awareness; if the campaign is expected to sell immediately, the product and purchase path need to carry that expectation.
A video-to-order diagnosis covering audience relevance, product comprehension, click motivation, landing-page continuity and checkout completion.
Service answerWhat would an influencer agency handle for our small brand?
A useful scope can include creator sourcing, audience review, outreach, product coordination, briefs, approvals, posting follow-up and reporting. Paid usage or longer partnerships add further decisions. Agree which jobs the agency owns and which decisions stay with your team before paying for more creator volume.
Dahna brings founder involvement and Ana’s experience from earlier creator-program roles. That can help keep sourcing, briefs, samples and reporting connected. Ask to see the working process and the attributed experience, then compare them with the jobs your team needs covered.
Choose the work your team needs taken off its plate and ask for a concrete sample brief, review process and reporting output.
Ask an agency to show the work between the milestones
Brand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsBrand campaignCeraVe × Michael Cera
US · 2024 Super Bowl campaign
Ogilvy describes a staged narrative connecting influencer appearances, publicity, a website and a Super Bowl reveal. CeraVe’s own campaign page resolves the premise by explaining that the products were developed with dermatologists.
Michael Cera; Adam Kornblum and Charlotte Tansill, campaign speakers at Cannes 2024
A celebrity-scale campaign, not a budget template. Do not imitate the false-rumor device or infer that attention proves profitable sales. These are external examples, not Dahna clients.
How to apply it
Ask which parts of planning, sourcing, outreach, production and follow-up the agency will handle. Influencer management can mean very different amounts of work. The campaign examples below help illustrate possible tasks; they are external work, not Dahna client results.
Ask to inspect a sample shortlist, brief, status tracker and reporting format. Clarify who approves facts, contracts with creators, ships samples and handles usage rights. Separate guaranteed agency deliverables from creator behavior and market outcomes that cannot be guaranteed. Dahna’s fit should be assessed against the scope you need and the work it can substantiate, with attributed experience kept distinct from current agency client results.
A service scope with named deliverables, brand dependencies, exclusions, decision owners, review cadence and examples of the actual working documents.
Published guideAre our influencers reaching the same people, and does that waste our budget?
Influencer audience overlap means two or more creators share audience members. It can limit additional unique exposure, but repetition can also serve a campaign purpose. Evaluate what the next creator adds in audience, message, creative, and cost. Follower overlap is not the same as overlap among people who actually view TikTok campaign videos.
Open the full guide for the examples and steps.
Look for distinct buying situations as well as distinct accounts
Brand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsBrand campaignCeraVe × Michael Cera
US · 2024 Super Bowl campaign
Ogilvy describes a staged narrative connecting influencer appearances, publicity, a website and a Super Bowl reveal. CeraVe’s own campaign page resolves the premise by explaining that the products were developed with dermatologists.
Michael Cera; Adam Kornblum and Charlotte Tansill, campaign speakers at Cannes 2024
A celebrity-scale campaign, not a budget template. Do not imitate the false-rumor device or infer that attention proves profitable sales. These are external examples, not Dahna clients.
How to apply it
Adding follower counts does not give you unique reach. Two creators may serve much of the same community; another may introduce a new use for the product. Ask what each person adds to the campaign before increasing the roster.
Classify creators by customer situation, content style, geography evidence and likely audience overlap. Where platforms or creators provide credible aggregate audience data, use it with the date and limitations attached. Balance repetition of a recognizable message with opportunities to learn from another segment. Evaluate marginal value: what does the next engagement add that the current group does not?
A creator coverage map showing customer situations, relevant audience evidence, likely overlap, unique contribution and the reason each additional engagement is needed.