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No. 0241
Published
Because we're worth it: CMOs who use creators just for reach are missing a trick
Why it matters
This piece maps a spectrum of creator involvement, from creators used purely as a media buy for reach, to creators bringing an authentic voice to a brief (the CeraVe x Anwar Jibawi TikTok take on Romeo and Juliet is the example, an award winner), up to creators treated as a cultural asset where the partnership is the campaign itself. The core argument: match the creator's role to the actual campaign goal instead of defaulting to reach every time. A handy framework to keep on hand when briefing creator partnerships.
The source
The Drum
Because we're worth it: CMOs who use creators just for reach are missing a trick
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