24 chapters · 50 ready-to-run prompts · 25 working templates · 20 workflows · 10 campaign audits.
Build a creator program that connects relevant people, strong demonstrations, reliable production, and measurable customer value. This guide takes you from campaign strategy through creator selection, production, distribution, evaluation, and renewal.
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For a first campaign, complete chapters 1–9 before briefing creators. Use the templates to create the campaign record, run the relevant prompts with your actual inputs, and follow the workflows in execution order. For an existing program, start with the audit closest to your current bottleneck.
Create a shared workspace containing the Product Brief, Customer Evidence, Creator Register, Asset Register, Cost Ledger, and Campaign Results. Give creators, concepts, assets, and placements separate IDs. Keep the definitions and date windows attached to performance metrics.
When using AI, supply the relevant records and ask for the specific deliverable. Keep product claims tied to working features and available proof. Review external messages and live changes before sending or applying them.
Choose the business job before choosing creators. A campaign can generate distribution, acquire customers, produce reusable assets, or teach the team which messages resonate. These jobs require different selection criteria and measurement. Make one primary; treat the others as secondary benefits. A creator with a small relevant audience can be valuable for acquisition, while a strong demonstrator can be valuable for production even when their own distribution is modest. Define the customer action, conversion window, budget, and decision the campaign should support.
Apply it: Write one sentence: We will use creators to help [customer] take [action], measured by [metric] within [window].
Build creator research around situations rather than broad interests. For a workout app, a beginner returning after a long break, a parent exercising at home, and an athlete planning strength sessions have different questions. Review interviews, support tickets, search language, and comments to identify the situation, desired progress, hesitation, and proof needed. Preserve useful customer wording. Then identify the content those people already consume when addressing that problem.
Apply it: Create three situation cards with a trigger, desired outcome, objection, and suitable demonstration.
Search by the task, adjacent interests, and recognizable content formats. Look for creators who already explain, demonstrate, compare, or narrate relevant experiences. Save specific examples rather than a list of handles alone. Review recent work across several posts: a single viral video can hide a poor fit. Build a broad candidate pool, apply mandatory market and production requirements, then rank the remaining creators by audience relevance and ability to show the product clearly.
Apply it: For each candidate, save three relevant examples and one reason their audience would care.
Use audience information supplied by the creator alongside visible content and comments. Check language, geography, recurring questions, and the situations represented in the work. Do not infer audience purchasing power or interests from the creator's appearance. A large audience is useful only when a meaningful portion can use the product. Record uncertainty as a research task in the selection process, then resolve critical questions before committing budget.
Apply it: Complete the audience fit scorecard and identify the one missing input that could change the decision.