Choosing creators for a local brand campaign

What makes a creator a good fit?

A useful creator partnership starts with relevance: who follows the creator, where that audience is located and why they pay attention. A local property campaign and a national consumer campaign may need very different collaborators.

Look at recent content, the quality of conversation around it and how naturally the brand fits the creator’s style. Follower count helps describe reach potential; it does not establish campaign fit on its own.

Write the brief before choosing the format

Explain the audience, the message and the action you want viewers to take. Then agree whether the idea is best delivered through a visit, a short reel, a longer explanation or a series of posts.

Give the creator enough factual information to be accurate without asking them to read a script that sounds unlike their normal work. For property content, confirm project details with the authorised brand representative.

Agree the practical terms of the collaboration

Avoid leaving the useful details until after production. Document the deliverables and review process so the brand and creator can plan around the same expectations.

• Channels, formats, number of posts and delivery dates.
• Factual information and the process for correcting it.
• Disclosure expectations and platform requirements.
• Content usage, paid promotion and agreed usage duration.
• The reporting information to share after publication.

Measure according to the campaign purpose

An awareness collaboration and a lead generation campaign should not be assessed with identical measures. Reach and engagement can help describe attention, while campaign links and enquiry sources help explain the next step.

Compare results with the original brief and preserve the reporting period. Do not treat an interaction as a unique person or a click as an enquiry. In our portfolio, creator work sits alongside content, websites and follow-up because each plays a different role.