Notes
Practical guides for brand and shopper-marketing teams, written from how we plan creator programs. Each figure comes with a link to where it was published and when.
-
Product seeding or paid partnerships: how to choose
Seeding sends product with no obligation to post. A paid partnership buys agreed content on agreed dates. When each one makes sense for a consumer brand, and how the two work together.
-
How to run an ambassador program with creators
A practical guide for consumer brands: choosing the moments, casting the group, agreeing terms, briefing lightly, measuring each season and reviewing every quarter.
-
A seasonal creator calendar for consumer brands
When to seed, brief and publish for each moment of the consumer year, with the 2027 dates that food, home, family and outdoor brands plan around.
-
Licensing creator content for retail pages and paid social
Usage rights, partnership ads and Spark Ads explained: what a license should cover, how long it should run, and how to plan for reuse before anything is filmed.
-
FTC disclosure for gifted products: what brands need to know
Creators have to disclose free products too. What the FTC's guides say, the words to use, where the disclosure goes on each platform, and how the 2024 reviews rule applies to gifting.
-
How to measure creator programs when most sales happen in stores
No single method measures creator marketing for a brand that sells through retailers. How to combine platform data, links, surveys, search and retail signals, and when to judge the results.