Leaders from Microsoft, Pearpop and AntiSocial explain how to scale creator programs quickly, treat creator content as paid media, measure beyond impressions, and reuse creator assets across retail media and CTV.
Scale creator campaigns quickly without losing authenticity: Microsoft ran a six-week program with 42 creators and 69 assets while maintaining creative quality.
Treat creator content as a core paid-media asset: distribute creator work across paid channels, retail media networks and CTV to drive measurable outcomes.
Measure real business impact: use search lift, foot-traffic metrics and brand-lift studies instead of relying only on impressions.
# What this story covers
Microsoft's example: a six-week campaign that involved 42 creators and produced 69 assets. The group discusses how to preserve authenticity and creative quality at that scale by treating creators as production partners rather than traditional vendors. That means giving creators room to do what they do well while ensuring outputs meet distribution and performance requirements.
The conversation pushes marketers to measure creator impact with business-focused metrics. Recommended approaches include search lift, foot-traffic attribution and brand-lift studies. These measures connect creator activity to awareness and downstream behaviors rather than stopping at likes, views or impressions.
Faces idea centers on repeated partnerships with the same creators to build deeper trust and product knowledge. Repeated collaboration reduces onboarding friction, improves creative fit, and produces content that performs more consistently across paid and owned channels.
Guests discuss how to assess brand safety and creative fit without stripping away a creator's voice. The solution lies in prequalified creator selection, clear but flexible guidelines, and shared performance objectives rather than heavy-handed creative controls.
The group highlights a practical gap: many brands underutilize existing creator content across retail media networks and CTV. Repurposing creator assets into these channels can extend reach and link creative to measurable commerce outcomes.
The conversation urges marketers to broaden their creator mix beyond the usual demographic targets. Looking beyond a single age cohort—such as Gen Z—can find better audience fit and performance depending on the product and goal.
The practical shift required is clear: plan creator programs with distribution and measurement in mind, favor longer-term creator partnerships, and treat creator outputs as assets for paid media and commerce channels. Doing so aligns creator initiatives with business metrics rather than limiting them to awareness or engagement alone.
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