Workflow: Creator Campaign
Run a creator campaign from objectives to reporting
In this workflow, "creator" covers influencers, industry experts, LinkedIn creators, newsletter writers, and podcast hosts. The eight steps run in order, from the campaign objectives to the final client report.
Photo by Afffect on Unsplash
Who it is for
PR and social teams planning partnerships with creators, and agencies running creator outreach for a client.
The 8 steps
- 01
Campaign objectives
The earned reach or credibility the campaign should build, and what it connects to.
- 02
Audience definition
The audience you want to reach, and what makes a creator's existing audience a fit for the campaign.
- 03
Creator strategy
A mix of creator types suited to the campaign, with creators whose audience and content fit the objectives, found through current research.
- 04
Creator criteria
A vetting checklist covering audience fit, engagement quality over follower count, content style, values alignment, and your dealbreakers.
- 05
Outreach messaging
A ready-to-send message for approaching a creator, tailored to a paid, gifted, or organic partnership.
- 06
Creator brief
What a creator receives once they agree: background, key messages to work in naturally, deliverables, timeline, and any disclosure or compliance notes.
- 07
Content planning
Themes, formats, and rough sequencing that give creators direction and leave room for their own voice.
- 08
Campaign reporting
A plan for measuring against the original objectives and summarizing creator performance for the client.
Example
An example, the steps built from your own input
Oakhaven Outdoor is a made-up brand, and every detail here is invented. This sample shows steps that work from what you type in. The creator search step uses the live web, so it is left out here.
The brief you type in
Oakhaven Outdoor is launching a lightweight trail running shoe in spring. We want credible reviews from people who run trails. The partnership is gifted: creators receive the shoe and decide for themselves whether to post. We want honest feedback in each creator's own words.
Step 1
Campaign objectives
- •Build credibility for the new shoe among people who run trails
- •Collect honest first-hand reviews around the spring launch
- •Give the brand real feedback from experienced runners
Step 4
Creator criteria
| Check | What to look for |
|---|---|
| Audience fit | An audience that runs trails, shown by the content and the comments |
| Engagement quality | Real conversation under posts, valued over follower count |
| Content style | Detailed, hands-on reviews with honest drawbacks |
| Values alignment | Respect for the outdoors, in line with the brand |
| Dealbreakers | Scripted-sounding posts and recent partnerships with direct competitors |
Step 5
Outreach messaging
Hi [Name], I have followed your trail reviews for a while, especially the one on the [route or product] where you went through what held up and what did not. Oakhaven Outdoor is launching a lightweight trail shoe this spring, and I would like to send you a pair to try. You choose whether to post, and in what words. If you do share your thoughts, I would like them honest. Would you like me to send a pair? Thank you, [Your name]
The message names something specific from the creator's own work and says plainly what the gift involves.
Step 8
Campaign reporting
| Objective | What to measure |
|---|---|
| Build credibility among trail runners | Reviews published, and how many came from creators who match the criteria |
| Collect honest reviews | Sentiment across the reviews, with the common praise and the common complaints |
| Give the brand real feedback | A short summary of the feedback themes for the product team |
What you end up with
- Campaign objectives and a defined audience
- A list of creator candidates
- A vetting checklist and an outreach message
- A creator brief and a content plan
- A reporting plan
Tips for running it
- "Creator" here is broader than "influencer." It includes experts, LinkedIn creators, newsletter writers, and podcast hosts.
- The creator criteria step keeps outreach targeted. Skipping it produces a generic list.
- Save the creator brief as a template if you run similar campaigns often.
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