Step 1

Define the campaign outcome

Before choosing talent, decide what the campaign is supposed to do. Awareness, store visits, app installs, UGC, product education, and event attendance need different talent and deliverables.

• Write the primary objective in one sentence.
• Define target audience, city, category, platform, and campaign dates.
• Separate must-have brand rules from creative direction.

Step 2

Write deliverables that can be approved

Deliverables should be specific enough to price and review. A creator should know what to produce, when to submit it, how many revisions are included, and where the final content will be used.

• List each deliverable by format, count, platform, and due date.
• State whether raw files, usage rights, whitelisting, or paid ads are included.
• Add review windows so approvals do not block posting dates.

Step 3

Match rates to real scope

Campaign rates should reflect more than follower count. Production complexity, usage duration, exclusivity, travel, reshoots, and approval load all change the real cost of a campaign.

• Budget separately for production, posting, usage, travel, and rush timelines where needed.
• Avoid adding usage or exclusivity after acceptance without revising scope.
• Use packages when the scope is repeatable and custom offers when the campaign is complex.

Step 4

Plan proof and approval flow

A clear proof workflow reduces delays. Decide who reviews drafts, what counts as approval, when changes are due, and what happens if feedback arrives after the scheduled date.

• Name the approval owner before the creator starts.
• Keep feedback specific and tied to the original brief.
• Record final approval inside the campaign or work room before payout review.