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No. 0075
Published
How Lipton is using local creators instead of building in-house social teams
Why it matters
With agency Billion Dollar Boy, Lipton runs "Social Hubs" across six markets where vetted local creators produce content for the brand's channels and their own. The brand gets the always-on cadence of an in-house team without the headcount, and outsources briefing, sourcing and management. The unit of scale stops being the campaign and becomes a repeatable creator sourcing engine plugged into each market.
The source
Digiday
How Lipton is using local creators instead of building in-house social teams
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