From experimental spend to a predictable performance channel

Challenge

Influencer marketing existed, but lacked a unified operating model. Success was measured primarily by CPV, with over 90% of activations concentrated on YouTube and little channel diversification.

Strategy

• Move influencer from awareness spend to a performance-driven channel with a testable P&L.
• Data-first operating model: creator selection, creative testing, attribution and optimization loops.
• Integrate influencer with performance, brand and product marketing as a complementary tool, not a standalone channel.

Execution

• Built cross-functional workflows with Brand, Performance, Product, Analytics and Creative teams.
• Managed agencies, production, creators and external partners end-to-end.
• Ran planning, forecasting, A/B testing and performance analytics to make the channel predictable.

Results

• 320M+ organic reach through creator activations.
• 81% CPL reduction YoY through experimentation and funnel optimization.
• Channel adopted as a permanent, predictable performance line in the marketing mix.