INFLUENCER MARKETING THAT MOVES MORE THAN VANITY METRICS

Quick Answer: NUUN Digital runs influencer and creator programs — talent selection, brief and contract, content production, disclosure compliance (FTC, Competition Bureau Canada), and measurement that isolates creator-driven incremental sales. Not reach-for-reach's-sake; demand-for-demand's-sake.

WHAT WE DELIVER

Strategy and creator mix. Macro, mid, micro, nano, and employee-advocacy blend.
Talent identification and vetting. Audience authenticity, brand fit, and risk diligence.
Contracts and rights management. Usage rights, exclusivity, and disclosure language.
Creative briefs and production support. Guardrails without killing creator voice.
Paid amplification. Whitelisting, dark posts, and Spark/Partnership Ads.
Measurement. Attributed sales, lift studies, and brand metrics — transparently reported.

HOW WE DO IT

Objective and audience. Awareness vs. consideration vs. conversion; who matters.
Creator selection. Data-driven matching, authenticity checks, and risk diligence.
Brief and contract. Clear guardrails, disclosure language, usage rights.
Execute and amplify. Creator content + paid amplification integrated.
Measure incrementality. Matched-market or holdout tests where possible; otherwise documented signal-based attribution.

WHEN IT FITS

Paid social CAC rising; need authentic content-driven acquisition.
New-product launches needing credibility and reach.
Brand repositioning where creator voices accelerate audience understanding.
B2B categories where creator and analyst voices drive buyer shortlists.

SELECTED WORK

CPG client — Creator program across [X] micro-influencers → [Y]% lift in category consideration; incremental sales confirmed via matched-market test. Read case →
B2B technology client — Analyst + practitioner creator program → [X] inbound enterprise leads in Q1. Read case →

SOURCES & FURTHER READING

Digital Marketing practice
Social media
Content marketing
FTC Endorsement Guides — https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking
Competition Bureau Canada — https://competition-bureau.canada.ca/

Frequently asked.

Macro, micro, or nano creators?

Depends on objective. Macro for reach and credibility; micro (10k–100k followers) often delivers best engagement and ROI for consideration; nano for hyper-local or niche-community activation. Most programs blend.

How do you handle disclosure compliance?

FTC in the US, Competition Bureau in Canada, ASA in UK, and platform-specific disclosure requirements. Contract language, creator training, and post-publish auditing. Compliance is non-negotiable.

Does influencer marketing work for B2B?

Yes — but "creator" looks different. Industry analysts, practitioners with audiences, and employee advocates are the B2B equivalents of consumer creators. LinkedIn and YouTube are primary platforms.

How do you measure incrementality?

Matched-market tests and holdouts where campaign design permits. Otherwise: attributed sales, code redemption, promo-code tracking, and brand-lift studies. We disclose the method and its limits.

What about creator risk (scandal, misalignment)?

Vetting upfront (historical content review, audience authenticity, public-record checks), contract morality clauses, and rapid-response protocols. Creator risk is real; it's managed.