Creed
Creator marketing is a relationship game. These are the parts of it I was responsible for.
In numbers
2 → 13
People in Brand Ops. I scaled it.
100+
Campaigns for global artists and brands.
Worked with
- Spotify
- Way Out West
- Max
- Circle K
What I actually did
Negotiated with creators
Getting creators to work with you inside a budget. What rate can you actually land?
Got them to go the extra mile
Can you get a creator to really deliver the campaign, not just post it?
Sparred on the creative
Being the creative sounding board, so the creator reaches their full potential.
Timed the rollout
When the video goes up, and how you work with each platform’s algorithm to get the best reach on everything you post.
Built the team
Scaled Brand Ops from 2 to 13 and kept the pace and the morale through fast pivots.
Along the way: contracts and legal documents, and reporting to clients where a lot was at stake.
Case / Circle K
K-Freeze
An online campaign to make K-Freeze sell.
The idea: every Swedish influencer posts as if they are all telling Sweden the same thing. There is a drink at Circle K called K-Freeze now.
Sweden found out.
On AI
Relationships beat automation.
The trap with all the AI right now: creativity dies, and automation kills the relationships.
You can outsource 300 clips to an AI clipping agency. The relationship with that agency, and how you structure the team around it, still decides how good the work is.