Creator Strategy
Which creators, on which platform, for which objective. Awareness, consideration, and conversion need different creators — treating them as one budget line is why most campaigns disappoint.
Influencer Marketing
Influencer marketing, run like a performance channel.
We run creator campaigns the way we run ads: with a hypothesis, a control, a measurement plan, and a willingness to kill what doesn't work.
Most influencer marketing in India is a spreadsheet of follower counts, a bunch of DMs, some money changing hands, and a report full of reach numbers that mean nothing. There's a better way.
What we do
The full scope.
Creator Sourcing & Vetting
Audience geography, engagement authenticity, comment quality, past brand fit, and whether the followers are real. Inflated accounts are common and expensive to discover after you've paid.
Negotiation & Contracting
Rates, deliverables, usage rights, exclusivity, and timelines — in writing. Without usage rights, you've bought one post instead of an asset.
Briefing & Creative Direction
Tight enough to protect the message, loose enough that it doesn't sound like an ad read. Over-briefing destroys the authenticity you paid for.
Campaign Management
Timelines, approvals, chasing, posting, and the unglamorous coordination work that determines whether a campaign ships on time.
Whitelisting & Creator Ads
Running paid media through the creator's own handle — their credibility, your targeting, your budget. Consistently outperforms brand-handle ads and organic creator posts alone.
UGC Production
Creators making content purely as an ad asset, no posting on their own channel. Often the highest-ROI creative supply for D2C brands. Feeds directly into paid social.
Long-Term Ambassadorships
One post is an ad. Six months of a creator genuinely using your product is a recommendation. The second works considerably better and usually costs less per exposure.
Measurement & Attribution
Unique codes, tracked links, landing pages, post-purchase surveys, and holdout testing where budget allows. Reach gets reported, but it's not what we optimise on.
Our approach
How we actually run it.
Test before we scale
A small cohort of creators, measured properly, then budget follows the winners. Nobody's first pick is reliably right.
Fit over followers
A 15K-follower creator whose audience trusts them on your category beats a 500K generalist. We've watched this play out repeatedly.
Buy the usage rights
Always. The content is often worth more as paid creative than the original post ever was. Not securing rights upfront is the most expensive common mistake in this channel.
Compliance is not optional
ASCI in India, FTC in the US. Every partnership disclosed properly. Audiences already assume it's paid — non-compliance is a real risk to your brand.
Honest reporting
If a campaign underperformed, the report says so, with why and what we'd change. We don't participate in the industry culture of reporting reach because reach always looks good.
FAQ
Questions we hear about influencer marketing.
Rates vary wildly — nano creators may work for product alone, macro creators command significant fees per post. More useful: rates are frequently negotiable and frequently inflated on first quote. That's a large part of what you're hiring us for.
We audit engagement patterns, comment quality, audience geography, and follower growth curves before recommending anyone. Bought followers leave obvious traces if you know where to look.
Better than the industry admits, worse than paid search. Codes and tracked links catch direct conversions; surveys catch what attribution misses; holdout tests catch true incremental lift.
Yes. We've run creator sourcing for international markets alongside our German and US client work.
Usually ten small ones, for testing and cost efficiency. One big one makes sense when you need a moment — a launch, category entry, credibility transfer. It's a strategy question, not a budget question.
No, and conflating them wastes money. Influencer marketing buys someone's audience. UGC buys their content, which you distribute yourself. Many D2C brands get more from the second at a fraction of the price.
Related
Other things we do.
SEO, AEO, AIO & GEO
Rank on Google and get cited by ChatGPT, Perplexity, and AI Overviews. Technical SEO, content, local SEO, and the new discipline of getting recommended by AI answer engines.
Web Design & Development
Fast, conversion-focused websites on WordPress, Shopify, and custom stacks. Built to rank, built to convert, built so you can update them without calling a developer.
Google Ads, Meta Ads & AI Platform Ads
Paid media managed by operators, not account managers. Search, Performance Max, Shopping, Meta, and the first wave of advertising inside AI assistants.
Plan your influencer campaign.
Tell us the objective and the budget — we'll come back with a creator plan and honest expected ROI.