# Creators That Convert: 4 Business Leaders on Full-Funnel Marketing

> How Microsoft and brands scale creator campaigns without losing authenticity
- Title: Creators That Convert: 4 Business Leaders on Full-Funnel…
- Summary: How Microsoft and brands scale creator campaigns without losing authenticity Treat creator content as a core paid media asset for measurable full-funnel…
- Keywords: microsoft, pearpop, antisocial, marie-laure de veyt, beth everhart, chris franco, cole mason, creator marketing, full-funnel, search lift, brand lift, retail media
- Source: Adweek — https://adweek.com/brand-marketing/creators-that-convert-4-business-leaders-on-driving-full-funnel-marketing-results
- Author: Adweek Staff
- Published: 2026-09-25T20:54:53+00:00
- Read time: 1 min
- Topics: microsoft, pearpop, antisocial, marie-laure de veyt, beth everhart, chris franco, cole mason, creator marketing, full-funnel, search lift, brand lift, retail media
## 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.
## Key takeaway

Treat creator content as a core paid media asset for measurable full-funnel results