From Adweek · Adweek Staff · · 50s
Creators That Convert: 4 Business Leaders on Full-Funnel Marketing
How Microsoft and brands scale creator campaigns without losing authenticity
In brief
How Microsoft and brands scale creator campaigns without losing authenticity Treat creator content as a core paid media asset for measurable full-funnel results Originally reported by Adweek.
Microsoft's 6-Week Creator Scale
Microsoft ran a campaign with 42 creators and 69 assets in six weeks while keeping authenticity and creative quality.
“Microsoft scaled a campaign to 42 creators and 69 assets in just six weeks while maintaining authenticity, creative quality, and performance.”
Why Creator Content Matters
Treat creator content as a core paid media asset for measurable business results across the entire funnel.
“Creator content should be treated as a core paid media asset.”
Familiar Faces Framework
Build long-term creator relationships through consistent engagement and shared goals.
“The Familiar Faces framework for building long-term creator relationships.”
Measure Beyond Impressions
Track search lift, foot traffic, and brand lift studies to measure creator campaign impact.
“How brands can measure impact through search lift, foot traffic, and brand lift studies.”
Creator-Led Market Research
Replace rigid creative briefs with creator insights to uncover missed brand opportunities.
“Creator-led market research can replace rigid creative briefs.”
Retail Media Opportunity
Extend creator content to retail media and CTV for untapped growth potential.
“Extending creator content into retail media and CTV represents a significant untapped opportunity.”
The bottom line
Treat creator content as a core paid media asset for measurable full-funnel results
