INFLUENCER CAMPAIGN
Just Russel
An influencer campaign for Just Russel, a personalized pet food brand, with three creators. The plan: one brief per creator, and a tracking setup to follow execution.
- 01
Scoping the campaign
Three creators, one brand, one shared setup. Rather than a generic brief sent to everyone, each creator got their own working document, to avoid vague content and back-and-forth.
- 02
Writing the briefs
An individual brief for each creator: what they need to produce, and how to work the brand's setup into their content.
- 03
Setting up tracking
Two levers for measurement: promo codes and QR codes. Built into the content, they leave a concrete trace of what was published, without relying on self-reporting.
- 04
Following execution
A dedicated tracker brought the setup together and made it possible to check that each creator published what the brief called for.
In pictures
WHAT I TOOK FROM IT
One brief per creator takes more time at the start, but saves a lot of back-and-forth later.