Influencer Marketing Campaigns
The brand side of creator marketing: objectives and KPIs, audience and tier strategy, finding and vetting creators, budgets and buying models, briefs, contracts and disclosure compliance under the FTC Act and Endorsement Guides, workflows at scale, paid amplification, affiliate programs, attribution and incrementality, measurement and ROI, fraud and crisis management, and a capstone campaign plan.
CRE-340 Year 3 3 credits 12 lessons · 5 h 42 min
Offered by HSM University · Content Creation
This is the American version of this course. See the Canadian version.
What you'll learn
- Explain how influencer marketing fits into paid, owned and earned media and the marketing funnel, and what brands buy from creators
- Turn business problems into SMART campaign objectives with a KPI hierarchy, clear metric definitions and evidence-based targets
- Define target audiences and build creator tier mixes that balance reach, engagement, overlap, cost and management effort
- Find, screen and vet creators for performance, audience authenticity, fit and brand safety using staged processes and weighted scorecards
- Build complete campaign budgets, choose buying models, set price ceilings and allocate spend as a portfolio of tests and proven performers
- Write effective briefs and contract terms and run a brand compliance program for disclosure and claims under Canadian and US rules
- Plan and run campaigns at scale with backward schedules, clear roles, creator relationship management, seeding and approval workflows
- Plan paid amplification with Spark Ads, partnership ads, whitelisting and brand-handle ads, including rights, budgets and fatigue management
- Design affiliate programs and compare attribution models, and estimate incrementality with holdout tests, lift studies and marketing mix models
- Measure campaigns with full-cost CPM, CPE, CPA, ROAS, ROI and lifetime value, critique earned media value and report honestly
- Detect and contract against influencer fraud, monitor brand safety and manage creator-related crises with a risk register and playbook
- Produce a complete influencer campaign plan and a post-campaign report with recommendations
Course content
12 lessons · 5 h 42 min total · final exam
- 1 Influencer marketing in the marketing mix 30 min · quiz
- 2 Campaign objectives, KPIs and benchmarks 27 min · quiz
- 3 Audience strategy and creator tiers 26 min · quiz
- 4 Finding and vetting creators 26 min · quiz
- 5 Budgets and buying models 29 min · quiz
- 6 Briefs, contracts and compliance from the brand side 27 min · quiz
- 7 Running campaigns at scale: workflows and approvals 29 min · quiz
- 8 Paid amplification: whitelisting, Spark Ads and partnership ads 29 min · quiz
- 9 Affiliate programs, attribution and incrementality 30 min · quiz
- 10 Measurement, reporting and ROI 28 min · quiz
- 11 Fraud, brand safety and crisis management 27 min · quiz
- 12 Capstone: campaign plan and post-campaign report 34 min · quiz
- E Final exam 20 questions
Requirements
Recommended background. You can start any course at any time.
Description
The brand side of creator marketing: objectives and KPIs, audience and tier strategy, finding and vetting creators, budgets and buying models, briefs, contracts and disclosure compliance under the FTC Act and Endorsement Guides, workflows at scale, paid amplification, affiliate programs, attribution and incrementality, measurement and ROI, fraud and crisis management, and a capstone campaign plan.
Part of the Film & Photography stream, typically taken in year 3.