Should brands be treating Creator Marketing as its own marketing channel?

It wasn’t long ago that communicating to the advocates that used and championed your brand, was very much a one-way dialogue. Brand's appetite to engage, let alone co-author with any audiences was low down in the pecking order. Over recent years we’ve seen brands move into a space that engages their audiences and specifically creators more often and in more meaningful ways.

Leading media and entertainment company NBCUniversal (NBCU) decided traditional coverage of the Olympics wasn’t going to cut it. It appointed a Paris Creator Collective, made up of 27 creators that it will be sending to Paris to cover the games at different key moments in partnership with platforms including TikTok and YouTube.

Follower count, along with audience reach throughout multiple platforms, were high on the criteria with the aim of creating a pop-culture buzz around the games. Creators are often seen as a way to appeal to the Gen Z audience and generate cultural currency. After undergoing its first rebrand since 2008 PepsiCo is leading the change, prioritizing linear TV spend, paid social and creator partnerships.

To read the full article, visit Creative Pool.