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Deep dives into design thinking, creative process, and the intersection of business and aesthetics.
Creator networks beat paid social when they’re run as operations
Across five campaigns in emerging democracies, structured creator networks delivered persuadable-voter contact at a 38% lower cost than paid social and with measurably higher message retention after seven days. The difference was not the creators. It was the operating model behind them.
Campaigns that treated influencers as media buys saw results indistinguishable from display advertising. Campaigns that treated them as a field program with briefings, rapid-response tasking, and local message adaptation saw cost-per-persuadable fall by more than a third in three of the five markets.
Evidence from five campaigns
Micro-creators with under 50,000 followers consistently outperformed celebrity accounts on trust metrics, particularly in first-time-voter segments. The strongest configurations paired 40–60 micro-creators with a small central content cell producing adaptable formats rather than finished assets.
The report details the recruitment, compliance, and measurement framework we used, including the disclosure standards that kept all five programs inside local electoral law.
Creator networks beat paid social when they’re run as operations
Across five campaigns in emerging democracies, structured creator networks delivered persuadable-voter contact at a 38% lower cost than paid social and with measurably higher message retention after seven days. The difference was not the creators. It was the operating model behind them.
Campaigns that treated influencers as media buys saw results indistinguishable from display advertising. Campaigns that treated them as a field program with briefings, rapid-response tasking, and local message adaptation saw cost-per-persuadable fall by more than a third in three of the five markets.
Evidence from five campaigns
Micro-creators with under 50,000 followers consistently outperformed celebrity accounts on trust metrics, particularly in first-time-voter segments. The strongest configurations paired 40–60 micro-creators with a small central content cell producing adaptable formats rather than finished assets.
The report details the recruitment, compliance, and measurement framework we used, including the disclosure standards that kept all five programs inside local electoral law.