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No. 0099
Published
Digiday+ Research: brands expand creator marketing beyond awareness
Why it matters
Creator partnerships are being pushed past the awareness brief into seasonal campaigns, product launches and, increasingly, product development itself. The creator is pulled upstream in the calendar rather than bolted on at the end, and the budget migrates out of the media line into the product and launch lines, where it is harder to cut. Creators become an input to what gets made, not just an output channel for what was already made.
The source
Digiday
Digiday+ Research: brands expand creator marketing beyond awareness
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